BACKGROUND INFORMATION PAINT QUALITY INSTITUTESM

The Paint Quality Institute (PQI) was formed by Rohm and Haas Company (now Dow Advanced Materials) in 1989, with the initial goal of educating consumers, contractors and retailers on the advantages of using the highest quality paints and coatings. Today, PQI also delivers information on cutting edge trends such as color, decorative techniques, and innovative new ways to use paint. As an industry leader, PQI encourages consumers to visualize quality by focusing on the unique decorative aspects of paint. More then just a home improvement too paint has the power to inspire a mood, allow for personal expression, and encourage creativity. Best of all, painting is relatively quick, easy and affordable no wonder it is one of the most popular do-it-yourself activities. PQIs recommendations are based on in-depth experience and practical findings generated by the Institutes broad range of testing facilities located in 14 difference sites worldwide. Over 30,000 panels painted with more then 100,000 different paint formulations have been subjected to real life conditions and their performance monitored over time. This research has shown that premium, top quality paints deliver the best durability, stain resistance and wash ability. To promote these findings, PQI spokespeople communicate through a variety of media outlets. They serve as expert resources for newspaper and magazine articles, appear on television programs and radio interviews, and publish instruction materials. In addition, they maintain www.paintquality.com, a comprehensive online resource for painters of all skill levels. In keeping with PQIs charter of independence of objectify, the Institutes experts do not provide specific product recommendations. Rather, they encourage consumers to use only top quality paint and tools, and seek more specific, individual advice from their local paint retailer. Originally focused only in North America, PQIs success has generated international interest. PQI has now expanded to Europe, Latin America and Asia Pacific. For more information on PQI North America, or worldwide activities, visit www.paintquality.com.

Debbie Zimmer Director, Communications and Media Relations The Paint Quality InstituteSM
Debbie Zimmer, Director of PQI Communications and Media Relations in North America, is on the cutting edge of the latest painting trends such as color, design and current decorative techniques, as well as ingredient and technology developments. Debbie combines her knowledge of paint chemistry and her talent for decorating to educate homeowners on how and why to use quality paints and coatings when decorating the interior of their homes. Today, as part of the Paint Quality Institutes public information program, Debbie travels the country appearing on television shows, conducting seminars for magazine editors and newspaper feature writers, and training those in the paint industry. Debbie is also a sought after speaker for a variety of professional venues. Debbie is a member of the Color Marketing Group, the Home Comfort Council and was twice named as one of the top industry influencers in the American Painting Contractors Whos Who in the Painting Industry. For additional information, visit www.paintquality.com.

Stewart Williams, PhD Technical Director The Paint Quality InstituteSM

As Technical Director of The Paint Quality Institute, Dr. Williams develops and manages PQIs technical initiatives, including materials for the training of painting contractors and paint sales personnel, PQI website content, paint specific seminars, and other initiatives in support of quality painting. Dr. Williams joined Rohm and Haas, in 1989 in the Analytical division where he headed up their vibrational spectroscopy group. He specialized in using IR, NIR and Raman spectroscopic techniques in a broad range of research and development applications. In 1992, Dr. Williams joined the Coatings group as Applications Chemist and quickly became an outstanding paint formulator mastering the craft of optimizing ingredients for targeted paint performance. Stewart was especially successful at developing products that are still sold today around the globe. Success in this job led to him becoming a Technical Manager in 1997, and later transitioning to commercial roles in both regional and global marketing. Stewart has completed numerous business courses including training at Kellogg and Wharton School of Business. He has served in major roles in technical management (1997-1999), market development (1999-2004), and global product management (2004-2006). Dr. Williams has extensive experience in developing innovative technical solutions for metal coatings, traffic markings, specialty primers, solutions polymers, opaque polymers, pigment dispersants, and rheology modifiers. He brings a rich blend of technical and commercial experience to this role. Dr. Williams holds a Bachelor of Science Degree in Chemistry with Physics from the University of the Virgin Islands and a Ph.D. in Physical Chemistry from the University of Washington. For additional information about The Paint Quality Institute, visit www.paintquality.com.

The magazine for paint professionals

PQI
Magazine

Painting and Sustainability Earth Tones Consumers Think Green

Fall 2007 | $3.00 U.S.

www.paintquality.com

Score one for durability! A 100% acrylic latex interior paint can handle all your customers can throw at it. It offers better dirt- and stainresistance, handles repeated washings, and goes on smooth, without brush or roller marks. For a sustainable environment, stay in the game with 100% acrylic latex paint.

www.paintquality.com

Editorsnote contents
02 Whats New PQIs Latest Sales Tools and Advice 03 Paint Makes History How Paint Is Returning to its Natural Roots
Have you helped the environment today? If you have encouraged someone to buy a low-VOC paint, instructed a customer on the four steps to a quality paint job or helped a do-it-yourselfer calculate just the right amount of paint to buy, you have. This issue of PQI Magazine is dedicated to sustainability and how we, in the business of paints and painting, are helping to contribute to a cleaner, healthier planet. New paint formulations are even more air-quality-friendly than ever, and the 100% acrylic durability message is key when discussing the benefits of products that have a long service cycle. Inside this issue, youll find important research on consumer and specifier attitudes on environmental issues, and how to effectively promote sustainability in the paint market. We have also provided some useful resources on green product certification programs and an exclusive POP graphic comparing the lifecycle of top quality vs. ordinary-grade paints. Youll also learn how the environmental movement is driving the latest color trends, and some fun facts on the history of paint. We are also pleased to note that this issue of PQI Magazine uses environmentally friendly Forest Stewardship Council-approved paper and methods. We hope you enjoy this issue, and we encourage you to recycle it by sharing it with another reader.

04 Paint the Town Green Paints Natural Fit With Eco-Friendly Lifestyles 08 Earth Tones Environmental Color Trends 10 Survey Says... What Your Customers Think About Sustainability 12 Green Standard Get Your Products Certified Green

10%

Debbie Zimmer Editor

Cert no. SW-COC-2169

13 PQIdeas Life Cycle Cost of Quality vs. Ordinary Paints

EARTH ONLINE
These websites offer tips on how to help the environment: www.earth911.org www.energystar.gov www.greenlivingtips.com www.lowimpactliving.com www.conservation.org www.thegreenguide.com www.paintquality.com

2007,The Rohm and Haas Paint Quality InstituteSM. Printed in U.S.A.

PQI Magazine | Fall 2007

01

WHATS NEW
Habla Espaol?
To better understand the buying preferences of your Hispanic customers, PQI recently completed an extensive market research survey of the attitudes and buying trends of this influential market segment. Among the findings:
Hispanic customers are more likely

to involve the whole family, including children, in the paint decision-making and painting processes The Hispanic market segment is very likely to seek out information on painting, and rely heavily on Englishlanguage materials Hispanics have specific views on what constitutes paint quality, both in the can and on the wall For the results and findings of the entire survey, please contact us at dzimmer@rohmhaas.com

Give Your Sales a Boost

PQI has developed several new point-of-sale and countertop displays to assist you in educating your customers and answering their painting questions. Visit www.paintquality.com to download new selling sheets, including: Fresh Coat of Paint Can Help Sell Your Home, Exterior Painting: 4 Steps to a Successful Job and Tips for Painting the Interior of Your Newly Built Home. These eye-catching, informative displays will assist your customers in planning their next paint job. And be sure to check back often, as we are constantly adding new topics and resources to help you boost sales.

PQI Live!
PQIs experts are now podcasting to a computer near you. Visit the main page of www.paintquality.com to listen to a brief podcast on 2008 color trends. Listen and learn how to help your customers achieve the freshest, most modern color schemes. Its just the latest example of PQIs innovation in delivering the quality paint message.

02

PQI Magazine | Fall 2007

PAINT MAKES HISTORY

PAINT MAKES HISTORY

What do todays high-tech paints have in common with the plantbased dyes used by early civilizations? Read on. Prehistoric cave dwellers completed the first interior painting projects more than 40,000 years ago. The ancient Egyptians, Greeks and Romans also used paint to beautify their homes. Each of these early societies used plant- and animal-based ingredients to create colorful dyes. The earliest ready mixed paints were not developed until 1867, with the trend really catching on in the 1880s. New binders, additives and other ingredients were constantly discovered and refined, and soon painting became a part of every homeowners to-do list. The latest advances in formulation are bringing paints back to their natural roots by reducing and, in some cases, eliminating ingredients that could negatively affect air quality. Formulated to meet, and even exceed, strict indoor air quality standards, the latest lowVOC paints are safer to use and easier on the environment than past incarnations. They are also more durable. While the first generation of low-VOC paints may have lacked durability and other performance characteristics, more than 30 years of industry research and testing have improved these issues. Todays low-VOC paints resist dirt, fading and other failures. These, and other advances from the paint industry, are helping consumers turn their homes into true green houses.

DID YOU

KNOW?
The White House is white

The color purple became

The color wheel was invented

associated with royalty because only aristocrats could afford the expensive pigment
The Golden Gate Bridge,

by Sir Isaac Newton in 1706

because of the original lime-based whitewash applied to protect its porous surface. It requires 570 gallons of paint to cover its exterior

It took Michaelangelo only four

completed in 1937, has always been painted the same color, called International Orange

years to paint the famous ceiling of the Sistine Chapel (1508-1512) and 20 years to restore it (1979-1999)

PQI Magazine | Fall 2007

03

GREEN
GREEN IS RED-HOT. FROM REFLECTIVE COOL ROOFING TO KITCHEN FLOORING MADE FROM RECYCLED OLD TIRES, GREEN BUILDING IS HELPING CONSUMERS CARE ABOUT HOW THEIR HOME PERFORMS JUST AS MUCH AS HOW IT LOOKS.
04 PQI Magazine | Fall 2007

PAINT THE TOWN

PAINT THE TOWN GREEN

Green building is already an emerging trend in the commercial and industrial markets, but recent studies suggest that the residential market is not far behind. According to the National Association of Home Builders, green building in the residential market may surge from its current levels of 2 percent of housing starts ($7.4 billion) to a possible 10 percent ($37 billion) by 2010. You can join in this trend by guiding your DIY customers through

the environmental benefits of top quality paints and coatings. Low VOC Advances It has been more than 30 years since paint manufacturers developed the first formulations that used fewer air-polluting volatile organic compounds (VOCs). However, many of those early low-VOC paints lacked the durability, sheen selection and overall performance of their higherVOC counterparts. Unfortunately, some consumers still have the

misconception that using low-VOC paints mean sacrificing performance for environmental benefits. Todays modern paints and coatings are lower in VOCs than ever before, and provide solid performance. The range of low-VOC products is also expanding, so your customers will find a large selection of sheen levels, as well as primers, stains and other coatings products in low-VOC formulations.

PQI Magazine | Fall 2007

05

WHAT TO DO WITH LEFTOVER PAINT?

Help your customers get rid of their leftover paint while still being environmentally responsible. Here are some tips: USE IT UP Second coats, touch-ups, arts and crafts projects, such as painting birdhouses, flowerpots and furniture, are all good uses for an extra supply of paint. CUSTOM MIX Latex paint of different colors can be blended together to produce a beige or gray color that is suitable for use on low profile projects such as basements and sheds. DONATE Call around to local schools, community groups and charities to see if they are in need of paint. RECYCLE Use your store as a paint recycling drop-off site; deliver it to a manufacturer that develops recycled-content paint. Leftover latex paint is not considered hazardous waste and can usually be dried and set out for collection with the regular household waste. However, regulations vary according to municipality, so make sure your customer first checks local ordinances.

Low-VOC paints have many benefits, but your customers are likely to be most interested in the fact that these paints are low odor. Because of this, the room to be painted can be put back into use immediately, without the need to air it out. Life Cycle Thinking The concept of life cycle thinking means that a product is judged on everything that goes into its creation, use and eventual end. Life cycle thinking involves consideration of the resources involved in manufacturing, transporting, using and disposing of the product. Paints and other coatings are an ideal fit for this concept because they have minimal or no effect on indoor air quality, result in little

06

PQI Magazine | Fall 2007

PAINT THE TOWN GREEN

THE CONCEPT OF LIFE CYCLE THINKING MEANS THAT A PRODUCT IS JUDGED ON EVERYTHING THAT GOES INTO ITS CREATION, USE AND EVENTUAL END.

waste and last for years before needing to be replaced. Paint needs only minimal upkeep to maintain its appearance, and does not need to be removed at the end of its life cycle. Encourage your customers to repaint when possible, rather than employ other methods of remodeling. For example, instead of replacing vinyl or aluminum siding, instruct your customer on how to repaint it. You may also hold an in-store workshop on faux finishes that mimic the look of marble or granite, so that your customers can get the look of these materials without contributing to the environmental impact of the mining and installation they require. Paint can also be used to fool the eye when it comes to the feel of a room. Dark colors impart a sense of warmth, while lighter colors help a room feel cooler. Consider posting an idea board in your store that shows some suggested light and dark color

schemes. Be sure to also recommend the use of a top quality caulk to seal cracks and gaps around the house. This will help your customers realize even more energy efficiency and savings. Four Steps to Sustainability Not all paints are created equal. Low quality paints will fade, crack or otherwise fail within only a few years, while a top quality latex paint particularly those made with a 100 percent acrylic binder will last for up to 10 years, or more. To help your customer achieve the best-looking, longest-lasting paint job, encourage them to follow PQIs Four Steps to a Quality Paint Job:
1 Properly prepare the surface 2 Use high quality brushes, rollers

4 Follow the manufacturers label

instructions, including application temperature guidelines and proper spread rates For even better durability and performance, encourage your customer to prime the surface prior to painting. Primer helps protect the substrate, and also provides a smooth, even surface to paint. Some primers are even formulated to address specific problems, such as mildew growth, and will extend the life of the paint job. Waste Not,Want Not The amount of paint needed to complete a job is easy to calculate (use PQIs online calculator at www.paintquality.com). Buying just the right amount of paint means no waste and little to clean up after the job is finished. However, if your customer ends up with extra paint, he or she has several options to handle it (see sidebar). Leftover paint can also be stored for several years, as long as it is tightly sealed and stored according to the manufacturers label. By promoting the environmental benefits of picking up a paintbrush, you can help your customers feel good about their home improvement projects, and perhaps even encourage them to paint more frequently.

and other tools to apply the paint

3 Select the right, top quality paint

for the job

PQI Magazine | Fall 2007

07

EARTH TONES
Green. Blue. Brown.
The latest color trends draw eco-friendly inspiration from the colors of nature.

08

PQI Magazine | Fall 2007

EARTH TONES
Todays versatile palettes encompass colors inspired by the earth, sea and sky, along with metallics and brights to add pop. And while these colors have steadily gained popularity in recent years, consumers are taking this trend a step further by extending it to the type of paint they choose. Environmentally friendly low-VOC paints are the feel good choice of consumers for a variety of reasons, most notably because they lack odor and toxins. These paints are formulated to meet modern indoor air quality standards. Because of this, the room can be put back into use almost immediately after being painted. And since they are not considered hazardous waste, consumers can take pride that they are not harming the environment when disposing of any leftover paint. This trend lends itself particularly well to designing multiple color schemes, with a nod toward how colors would naturally fit together. For example, your customers may combine pale beige with a brighter, true blue, to recreate the look of earth and sky. Or they may create the appearance of a sun-dappled forest by complementing a muted green wall color with burnished gold metallic trim.

ACCENT ON NATURE
Just as in nature, nothing looks more refreshing than a muted landscape punctuated with an unexpected burst of color. For inspiration, your customers can look to their own backyards. A ripe tomato still on the vine, a bright yellow sunflower swaying in the breeze, even a blazing sunset, can offer inspiration for an eye-catching color scheme.

TRUE BLUE
Blue, in all its tints and hues, has long been a consumer favorite. In previous seasons trends, it has mostly been confined to the bedroom and the bathroom. But since blue is so prevalent in nature, it is now one of the most important colors in home dcor. The latest clear, true blues are being used throughout the house, both as an accent color and as a color scheme anchor. Blues popularity is extending to other colors as well, particularly with the emerging popularity of blue-based greens. The most modern greens take their inspiration from moss, pine and the lush vegetation of the rainforest.

DOWN TO EARTH
Deep, dark chocolate brown, a popular color in recent seasons, will continue to factor into the earth tone palette. However, lighter tints such as beige, tan and other desert-toned hues offer a fresher take on the trend. They are an especially good choice for a color-shy customer, and ideally suited to pair with a bright-colored accent wall or metallic trim.

For additional visual interest, suggest that your customer use paints of various sheen levels in the same room. A semi- or high-gloss paint is always a good choice for trim; while a more unusual treatment is to use satin or eggshell finish paints on ceilings and walls. Nature has already provided the most inspirational color schemes. And with a little help from modern technology, you can help your customers create a home that does more than look good it does good for them, and the environment, too.
PQI Magazine | Fall 2007 09

PQI Consumer Research on Sustainability

SURVEY SAYS

PQI recently conducted an online quantitative survey of 500 consumers who have painted or purchased paint within the past 12 months.The purpose was to better understand consumers views and opinions on what it means to use sustainable products, how important the environment is to them and how they get information on environmentally friendly products.

TOP PAINT CONCERNS

When asked to list their top concerns relating to water-based paints, survey respondents said: 31% cited environmental impact 31% said personal and family health However, when the question was expanded to include all paints (including oil-based), the top concerns were: 62% said lead paint 60% said paint disposal

10

PQI Magazine | Fall 2007

SURVEY SAYS

VOC CONFUSION
Low-odor products are important to consumers, yet many of them are not sure what ingredients cause paint to have a smell, or the effect of those ingredients on indoor air quality. In fact, nearly half of those surveyed did not know the meaning of VOC and how paint companies are addressing the issue.

1 Use hard facts when promoting

eco-friendly products
2 Use market research to test

eco-friendly messaging, positioning and values

3 Use paint can as major vehicle

to address key concerns, with supplementary pamphlets available in-store

INFORMATION SOURCES
When asked what factors most affected why they did not buy eco-friendly paint, respondents said: 50% did not know which companies support environmental values 25% did not know where to buy eco-friendly products Respondents said paint companies can help get their environmental message into the hands of consumers by: 42% said to put the companys environmental message on the paint can 13% prefer pamphlets on the subject at the paint counter 12% favor environmental information on company websites It may be because of this uncertainty that the willingness to pay more for an environmentally friendly product varied significantly among respondents.

WHAT DO SPECIFIERS THINK?

Home builders and architects are also taking note of consumers green building preferences. A recent survey of home builders conducted by Professional Builder magazine found nearly 75 percent of builders acknowledge they were more conscious of environmental goals at the time of the survey than they were in the previous five years. According to builders, consumers are willing to pay on average $2,495 extra for green features. The products most requested by consumers:
formaldehyde-free insulation heat-recovery ventilation units solvent-free wood finishes

ments, and government incentives. One of the most significant green trends in architecture is the use of specialized design and energy-modeling software to monitor and analyze a structures energy consumption. According to the survey, in 2001 ten percent of architects were utilizing software to analyze a majority of their projects energy usage. Today, 25 percent report using the software, and 53 percent predict they will use the software for a majority of their projects in five years. These consumer and specifier surveys share a common thread in that opinions on the environment and sustainability are always evolving. That will make these issues the ones to watch for many years to come.

INDUSTRY RECOMMENDATIONS
According to expert analysis of the PQI survey, here are several steps paint companies can take to better promote their eco-friendly lines and practices:

Homes are also getting smaller, as consumers seek smaller abodes to use less energy to heat and cool. An online survey of 150 practicing architects conducted in 2006 by Fleishman-Hillard, Inc., proves architects have also undergone an upsurge in environmental awareness. Respondents cited client demand as the leading cause of the adoption of green practices, outranking rising energy costs, regulatory require-

PQI Magazine | Fall 2007

11

GREEN STANDARD

GREEN STANDARD
Ever since the Clean Air Act passed in 1970, the paint industry has worked with the government to achieve superior compliance with the law. Todays modern coatings have fewer VOCs than ever, without compromising appearance or performance. And as regulations become even stricter, the industry continues to research even more advanced products. In recent years, numerous organizations have founded certification programs to promote the use of environmentally responsible building materials. According to the websites of the organizations listed here, they all offer a rating system, seal of approval and promotion of their certified products.Their inclusion here does not indicate PQIs endorsement or recommendation. Achieving environmental certification requires some research, and often a fee, to determine the right program for each product and company. But it may also help environmentally focused consumers look for a green seal of approval on the store shelves.

Green Seal This organization offers a specific paints and coatings certification program, and uses standards based on industry collaboration. Evaluation standards are periodically reviewed and edited for relevance and to address changing values.

GreenguardSM Products are evaluated for

low chemical emissions and their contribution to a healthy indoor environment. Certification is offered in three main areas: commercial buildings, schools/ daycares and products. Greenguard offers a specific program for paints and coatings.

Scientific Certification Systems

The SCS tests according to scientifically developed standards, and the SCS offers two levels of certification for paints and coatings. Products must meet strict indoor air quality performance standards to achieve certification, and must be re-examined annually to maintain certification.

For more information www.paint.org - the official site of the National Paint and Coatings Association www.paintinfo.com/mpi - Master Painters Institute www.epa.gov - the Environmental Protection Agency www.usgbc.org - the U.S. Green Building Council www.greenseal.org - Green Seal certification www.greenguard.org - Greenguard certification www.scscertified.com - Scientific Certification Systems

12

PQI Magazine | Fall 2007

PQIdeas

GREEN
HOUSE
Help save the planet and money, too, by using top quality exterior acrylic latex paint.
The best grades of paint offer supreme durability, color retention and performance characteristics that keep your home looking beautiful for up to 10 years.That long life cycle means less money spent on repainting, and less waste for the environment. Thats good news for everyone!

TOP QUALITY
ACRYLIC LATEX PAINT
Please cut along dotted line and display.

ORDINARY
LATEX PAINT

$700 LABOR COST $5000 TOTAL COST $5700 LIFESPAN (IN YEARS) 10
PAINT COST COST PER YEAR OF SERVICE

$400 LABOR COST $5000 TOTAL COST $5400 LIFESPAN (IN YEARS) 4
PAINT COST COST PER YEAR OF SERVICE

$570

$1 350
PQI Magazine | Fall 2007 13

odays consumers appreciate earth-friendly products.

So be sure they know about top quality 100% acrylic water-based opaque stains. Theyre more environmentally responsible than oil-based stains and offer quick, easy cleanup with just soap and water.These stains also offer superior resistance to cracking, flaking and mildew growth, resist fading, and come in a variety of colors. So tell your customers just how green their next project can be. Introduce them to a top quality acrylic latex stain!

www.paintquality.com