Backdrop vs. Clare — how the two home paint startups compare

Benjamin Moore and Sherwin-Williams are leading paint retailers in the US, offering numerous products and color options. This article consults five painting companies to compare these two brands, highlighting their strengths and ideal applications. Both brands offer good product lines, supported by extensive research and development. However, specific situations may favor one over the other, influencing choices for DIY projects, professional painting, and specialized applications like cabinets. Regarding interior design preferences, experts often recommend a mix of both brands. Color consultant Amy Wax notes that Sherwin-Williams excels in earthier tones like grays, beiges, and slate blues, while Benjamin Moore offers brighter, more energized colors. The choice of brand can depend on the desired aesthetic and specific project goals. For color matching, opinions are divided, though Sherwin-Williams is often cited for superior color-matching software and mixers, according to Matt Kunz of Five Star Painting and Michael Camper of M&M Precision Painting. Benjamin Moore's Aura line, however, is considered trickier to match precisely. Despite claims of one-coat coverage, experts like Camper advise applying two coats after priming to ensure a high-quality finish. Climate suitability is another differentiating factor. Benjamin Moore's Regal Select and Aura lines are popular for high-sun areas, as are Sherwin-Williams' Duration and SuperPaint. For humid climates like Florida, Sherwin-Williams' Resilience is recommended due to its quick-drying properties and resistance to heat and humidity, which helps prevent paint from peeling. When hiring professionals, it is advisable to use the paint brand and type they recommend, as crews often develop expertise with specific products. This familiarity ensures optimal application and results. Although higher-quality, more expensive paints are suggested, materials account for only about 10% of the total project cost, making labor savings more impactful. For DIYers, self-leveling paints like Benjamin Moore Aura or Sherwin-Williams Emerald Urethane (for trim) are more forgiving of imperfections. Benjamin Moore is often preferred for touch-ups, as Sherwin-Williams paints can become shinier with multiple coats, potentially leading to flashing (glossier spots). For painting cabinets, water-based alkyd paints are recommended due to their durability and ease of cleaning. Sherwin-Williams ProClassic and Benjamin Moore Advance are suggested as suitable options. Both brands offer tools to assist in color selection, including color chips, website visualizers, and sample jars. Benjamin Moore's Personal Color Viewer allows users to upload photos and digitally paint rooms, while Sherwin-Williams offers the ColorSnap Visualizer and a "Snap It Button" for creating color palettes from photos. Sherwin-Williams also provides free virtual color consultations, a service not currently offered by Benjamin Moore. Peel-and-stick samples are available from both brands for testing colors in different lighting conditions and locations. Both Benjamin Moore and Sherwin-Williams are highly regarded by painting professionals, with preferences often depending on specific project needs, desired color palettes, and environmental factors. The final choice can hinge on factors like ease of application for DIYers, durability requirements, and regional climate considerations. #PaintBrands #HomeImprovement #DIYPainting #ProfessionalPainting #InteriorDesign #ColorMatching #PaintDurability #ClimateConsiderations #CabinetPainting

The article discusses the collaboration between Madewell, a fashion brand known for its basic and noncommittal clothing items, and Backdrop, a direct-to-consumer paint start-up. This partnership introduces a new paint color called "Studio Hours," described as a "warm, modern taupe." Madewell also launched a capsule collection of clothing and accessories in this same color, including overalls, T-shirts, jackets, and a tote bag. This initiative is presented as a response to the decision fatigue consumers experience when choosing paint colors, and it builds on Backdrop's strategy of offering limited, curated palettes with appealing branding. The article highlights that paint brands have historically been influenced by fashion trends in their color promotions, and fashion companies leverage color for brand recognition, citing examples like Tiffany Blue and Louboutin Red. However, Madewell's choice of taupe, or beige, as its signature color is characterized as a noncommittal and default hue, consistent with its existing palette of muted and innocuous clothing colors. This collaboration is viewed as a convergence of several contemporary trends, including minimalism, monochromatic fashion, and algorithmically optimized interiors, which contribute to an aspirational lifestyle brand aesthetic. From a business perspective, the article notes that this collaboration aligns with F. Schumacher & Co.'s strategy to attract younger consumers. F. Schumacher & Co., a 133-year-old wall-coverings and textile brand, acquired Backdrop last year. The CEO of F. Schumacher & Co. stated that millennials are projected to become the largest home-buying demographic in the next five years. Therefore, the partnership between Madewell and Backdrop aims to engage current Madewell shoppers, anticipating their future needs as homeowners and paint buyers, offering them a curated and confident approach to interior design. The overall implication is that brands are increasingly extending their influence across different product categories to cater to a holistic, curated lifestyle favored by modern consumers. #DesignHunting #Backdrop #Madewell #Paint #InteriorDesign #Shopping #ColorTheory #DirectToConsumer #FashionCollaboration

The naming conventions for paint colors often extend beyond simple descriptors, aiming to evoke emotional connections and associations. While many shades of pink might be straightforwardly categorized as referencing natural elements like roses or shells, some brands opt for more evocative or even quirky names such as 'Calamine' or 'Dead Salmon.' These names can significantly influence a customer's perception and choice, as highlighted by designer Daun Curry, who recalls a client selecting a paint color based on its appealing name, 'Peace and Happiness.' Color consultant Debra Kling notes that while names can enhance a hue's appeal, the actual appearance of the paint on a wall can differ from the impression given by its name, particularly with creams that might unexpectedly lean towards yellow. Natalie Ebel, co-founder of Backdrop, a direct-to-consumer paint company, emphasizes the importance of names that resonate emotionally with customers, aligning with the brand's philosophy of helping individuals create their personal 'backdrop' through color. Backdrop's color names, like 'Harajuku Morning' and 'Modern Love,' are inspired by real-world experiences, places, and feelings, aiming for an approachable yet imaginative connection. Farrow & Ball, another paint manufacturer, is recognized for its creative and often historically-referenced naming approach. Their 'Colour By Nature' palette, developed in collaboration with London's Natural History Museum, draws inspiration from Werner’s Nomenclature of Colours, an 1814 guide that links hues to natural markings. For example, 'Scotch Blue' connects to the throat of a blue titmouse and copper ore. Joa Studholme, Farrow & Ball’s color consultant, explains that some names emerge serendipitously, like 'Plummett,' inspired by the color of a fisherman’s lead weight. Studholme provides further insights into the origins of Farrow & Ball's distinct pink names. 'Calamine' is a nostalgic reference to the soothing lotion, intended to evoke comfort and create calming interiors. 'Dead Salmon,' despite its unusual sound, has a historical basis, found on a 19th-century decorator’s invoice, where 'Salmon' referred to the color and 'Dead' denoted a matte paint finish. Similarly, 'Sulking Room Pink' originated from exploring the etymology of 'boudoir,' which derives from the French word 'bouder,' meaning 'to sulk,' leading to a name that reflects both softness and a touch of whimsical defiance. The popularity of pink in home design has been notable since 2014, influenced by cultural phenomena like Wes Anderson's 'Grand Budapest Hotel' and the 'rose gold' trend, with Pantone designating light pinks as signature colors in 2016 and 2017. Paint marketers strategically choose aspirational names that spark imagination. Benjamin Moore's 'First Light,' their 2020 Color of the Year, is a soft pink whose name aims to evoke positive experiences. PPG Paint's 'Linen Ruffle,' a popular taupe-tinged white with a pink undertone, is named to suggest domestic comfort, while other colors like 'Kenny’s Kiss' and 'Salsa Diane' are more personal, inspired by employees' pets or attire. HGTV Home by Sherwin-Williams' 'Romance' also aims to stir emotional connections, reflecting a broader industry trend of imbuing paint colors with narratives and feelings to appeal to consumers. #PaintColors #HomeDecor #InteriorDesign #ColorPsychology #BrandStorytelling #DesignTrends #FarrowAndBall #BenjaminMoore #BackdropPaint

Homeowners often face the challenge of matching existing wall paint colors, especially when paint has faded over time and the original color information is lost. This common problem, while seemingly daunting, can be addressed using several straightforward methods, making the process much simpler than anticipated. One highly effective and direct approach involves obtaining a physical sample of the existing paint from the wall itself. By carefully scraping off a small piece of the top layer of paint, homeowners can create a sample that can then be taken to a local paint or home improvement store. These stores are typically equipped with advanced computerized color-matching technology. This technology can analyze the physical paint sample and accurately identify its exact color, enabling the reproduction of the original shade. This method is particularly useful because it accounts for any fading or slight alterations in color that may have occurred over the years, ensuring the new paint batch will be a precise match to the current appearance of the wall. Another practical strategy for color matching involves utilizing existing fabrics and accessories within the living space. Many homeowners select throw pillows, curtains, or other decorative items to complement their wall colors. These items, purchased at the same time as the initial painting, can serve as a reliable reference point. Most paint stores are equipped with spectrophotometers, devices capable of analyzing the color of fabric samples. By comparing the fabric's color to available paint options, these devices can help identify a paint shade that closely approximates the wall's color. This method is especially beneficial when a physical paint chip from the wall is difficult to obtain or when homeowners wish to ensure color harmony between their walls and their décor. Technological advancements have also brought forth convenient digital solutions for paint color matching. Several major paint brands offer free smartphone applications designed specifically for this purpose. Examples include Behr ColorSmart and Benjamin Moore Color Capture. These applications typically allow users to take a photograph of their existing wall color. The app then processes the image, analyzes the color, and identifies the manufacturer’s closest matching paint color from their product lines. This digital method offers a quick and easy way to get an initial color assessment without having to leave the home, providing a strong starting point for finding the right paint. While digital matching might not always be as precise as physical sample analysis, it provides a very close approximation and helps narrow down choices significantly. In summary, whether through physical paint samples, coordinating fabrics, or innovative mobile applications, matching existing paint colors is a manageable task. These techniques provide homeowners with accessible and accurate ways to refresh their living spaces while maintaining color consistency, simplifying what could otherwise be a frustrating process of paint renovation or touch-ups. #PaintMatching #HomeImprovement #ColorMatching #DIYHome #InteriorPainting #HomeRenovation #PaintApps #HomeDecor

Selecting the appropriate paint for a given surface is crucial for a successful and long-lasting painting project. Paints are generally categorized into three types: oil, acrylic, and water-based (latex), all formulated from binders and pigments. Oil paints, though diminishing in production due to environmental regulations, offer superior adhesion, durability, and stain resistance. Acrylic paints, chemical-based and water-resistant when dry, are ideal for exteriors and specific interior applications due to their quick-drying nature. Latex paints, being water-based and easy to work with, provide a durable finish for large interior surfaces. While hybrid paints exist for both indoor and outdoor use, they are often less effective than specialized paints, lacking essential protective additives for mildew, moisture, and crack resistance, making them better suited for smaller, indoor projects. Paint quality varies across low production-grade, midline good quality, and premium options, with major manufacturers offering distinct lines. It is recommended to purchase paint from dedicated paint stores, where staff possess specialized knowledge, rather than general home improvement centers. Various additives can enhance paint performance for specific needs. Enamel resins contribute to durability and washability, making them suitable for high-moisture areas like bathrooms and kitchens. Acrylic resins add elasticity, preventing cracks while allowing surfaces to breathe. For health-conscious consumers, microbicidal paints like Sherwin-Williams’ Paint Shield® actively kill bacteria, providing a sterile environment. Paint sheen, or finish, significantly impacts both the appearance and durability of a painted surface. High gloss finishes, with 70%-89% sheen, are exceptionally shiny, durable, and easy to clean, making them ideal for high-traffic areas and surfaces prone to dirt, such as kitchen elements, doors, baseboards, and trim. However, they accentuate surface imperfections and can make touch-ups noticeable. Don Brees notes that higher sheen levels increase light reflective value (LRV), altering how color is perceived, thus advising color sampling in the desired sheen. Semi-gloss finishes, ranging from 41%-69% sheen, offer similar benefits in durability and ease of cleaning, suitable for kitchens, bathrooms, kids' rooms, hallways, and entryways, but also require smooth surfaces to avoid highlighting imperfections. Satin finishes, with 26%-40% sheen, provide a less dramatic gloss that is still easy to clean and more forgiving of imperfections, making them a popular choice for living rooms, laundry rooms, and dining rooms. Flat and matte finishes, with 5%-9% sheen, have minimal shine and excel at hiding imperfections, though they are less easy to clean. They are best suited for low-traffic areas like guest rooms, ceilings, or formal spaces. Specific projects demand specific paint formulations. For interior doors, durable semi-gloss or satin paints are preferred, though modern flat paints can also offer comparable durability and ease of cleaning. Kitchen cabinets benefit from water-based urethane enamels like Sherwin-Williams’ Emerald® Urethane Trim Enamel, which resist yellowing and provide a hard, durable finish. For interior walls, contemporary flat paints are often recommended due to their washability and ability to mask imperfections, offering a cleaner, updated look compared to high-gloss options. For home exteriors, paints must withstand environmental elements. Water-based paints are suitable for pine and fir, while oil-based or engineered paints are better for cedar, cypress, metal, and fiberglass. Semi-gloss is ideal for front doors due to its wear resistance and easy cleaning. The basic rule for exterior painting in Arizona is to use high-quality, 100% acrylic exterior paint on various surfaces, ensuring it is specifically formulated for the local desert climate with high heat and UV resistance. Lighter colors tend to perform better and last longer in such conditions. Elastomeric paint should not be used on entire stucco walls as it can trap moisture, leading to bubbling and mold. Proper surface preparation is crucial for optimal results. Priming is essential for non-painted surfaces to seal them and improve paint adhesion. Even on previously painted walls, a coat of primer enhances depth and ensures better coverage, especially when transitioning from dark to light colors. A primer bonder is necessary when painting over glossy enamel with flat paint to prevent adhesion issues. Many modern premium paints, like Sherwin-Williams’ Emerald® Interior Paint, integrate primer, offering improved coverage and stain resistance. Volatile Organic Compounds (VOCs) are a concern due to their potential health effects. It is advisable to choose interior paints with low VOC levels (less than 50 grams per liter) to promote healthier indoor air quality. Investing in higher-quality paint, particularly for exteriors, is generally worthwhile, but its effectiveness is maximized when combined with thorough preparation, patching, and proper application techniques. If unsure, consulting a licensed professional is recommended. #PaintSelection #HomeImprovement #InteriorDesign #PaintSheen #DIYProjects #VOCs #ExteriorPaint #AcrylicPaint #LatexPaint