Afraid of Color Selection?

Bird imageIt is common for people to ask their painter about color selection. Many painters dodge the question because it can be a morass of lost time and money. Their attitude is, “look, you tell me what color to paint and I will paint it.” When I was new to the trade, a customer left color selection up to me; I was painting the entry to an old high-rise apartment building that had a lot of relief work in the plaster – acanthus leaf etc. I decided to use two shades of blue and gold because I thought those colors looked great together. The detail was elaborate and it took two days for three of us to finish the job. As we were removing our drop clothes on the last day, an elderly woman stepped out of the elevator and looked at our job. “Bilious,” she exclaimed. I didn’t know what bilious meant so I looked it up. It means “of or pertaining to bile.”

Sometimes, a customer depends on you to tell them what they like; you become the interior decorator (wizard) that can come up with just the right color for them. When this happens, I glance around the room; the colors this person likes are usually there already, even though the room is stark white: in a sofa, a picture, a nick-knack, a figurine.  When decorative punch is requested, examine the room for these clues and suggest colors based on what you see. Another trick for refining colors is to retreat to the wallpaper department of your local paint store. Expert colorists have adjusted the combinations of colors and shades in books of wallpaper. Based on the pallet your customer has selected, have the paint store match the colors in the papers that have those colors. When in doubt, go conservative. Use a creamy off-white or soft beige on the walls and a fresh white on the trim and doors. A pale gray or taupe also work with fresh white.

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Big Mistake!

BigMistake Football image

Most people around the world associate the word “football” with a sport involving a round ball, a sport we call soccer. We associate football with an entirely different sport and will likely never change. Words or phrases can have associations which greatly affect their meaning. There is a lesson here. If you are going to bring a new product to market, be careful what you name it. We decided to call Dizzolve a “brush cleaner” because that is exactly what it does: big mistake! Let me explain.

In the painting industry, “brush cleaner” has always been associated with a powder or solution used to save a brush that has dried paint on it. Dizzolve will remove dried paint from a brush but it also removes wet, solvent based paint including shellac, lacquer, urethane and even wet two-part epoxy. Dizzolve is a daily brush wash for every kind of cleaning. Solvent free brush cleaning is here! Getting painters to understand this has been an uphill struggle.

In an attempt to associate Dizzolve with daily cleaning, we began calling it a “paint thinner replacement for cleaning brushes.” That got our message over to those who still use oil base paint, but they are a diminishing in number due to the prevalence of water based paint. Painters think, “Oh, I don’t need Dizzolve because I don’t use oil base paint anymore.”  Again, word association limits understanding. Perhaps we should call it “Dizzolve Brush Cleaner to Remove Oil Base Paint, Wet or Dry, Including All Other Paints Wet or Dry, and Dried Latex Paint, Even The Healed Up Part Of Your Brush That Happens Almost Every Day; Of Course You Have to Have Water to Take the Wet Latex Out.” I guess we need a bigger label.

Visit our website to learn more about Dizzolve Brush Cleaner.