Performance Standards for Paint
Premium paints sold in the European Economic Community are formulated to comply with strict, self-imposed industry standards assuring maximum performance and longevity. By contrast, domestic manufacturers are concerned primarily with federal regulations dealing with the exclusion of harmful substances, and do not address the issue of performance standards adequately. In the U.S., paint manufacturers are free to utilize whatever formulas they desire to produce paint, which has unfortunately encouraged domestic producers to pursue faster and less costly methods of production. This environment has contributed to the excessive use of inexpensive ingredients, which in turn has created a marketplace saturated with impermanent and mediocre coatings.

Quality Expectations
European homeowners have very high expectations of painted surfaces. Aware that 85 percent of the cost of painting is labor, they generally seek out the best coatings available. It requires little more effort to apply a long-lived performance finish properly rather than an inexpensive, temporary coating. Europeans have always viewed the process of painting as a capital investment. They consider a high quality paint to be a source of great pride and pleasure, and they are aware that the appearance of a finish reflects its true underlying quality.

Length of Residency
There is a direct relationship between the average length of residency in a society and the quality of available paint. In Western European nations, where the average term of residency is still more than fourteen years, most homeowners demand a finish to perform for at least ten years. In the United States, the more geographically mobile family relocates, on average, once every four years and expects to paint with each move. Unfortunately, those of us who move infrequently are accustomed to using these "lowest common denominator" paints that are formulated to last for only a few years.

Marketing Factors
In the United States today, over 80 percent of the paints intended for consumer use are sold through discount stores and mass merchandisers. The orientation of these outlets is toward offering low prices, a fact reflected in the formulations and the quality of service offered. Although some domestic brands are advertised in a manner intended to create the illusion of higher quality, there is in fact little difference in the formulation of budget and so-called premium domestic brands. The inordinately high percentage of chalk filler in domestic paints compromises the integrity of the finish. We take note of the cynical guarantees offered by some manufacturers. Of what value is a partial refund or replacement of paint when 85 percent of the cost of painting is your investment in labor, always excluded in the fine print?