How to Spot a Marketing Gimmick
Here is how to spot the marketing gimmick of “All-in-One Paint Primer”
We just finished a job in which the customer requested a product offered by a Home Center professing to be paint and primer in one. It even calls its product “Premium Plus”. Having been in the business for many years this just seemed strange to me…strange for two reasons…one is that most paints today are self –priming and in most cases a primer just isn’t necessary.
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A prime coat is used to seal a surface. Prime of course means “first’. If a surface has already been painted it does not need to be primed. Just because you are changing color doesn’t mean you need a prime coat. In fact flat paint covers better than most primers. If you have a deep dark color you are served just as well by using three coats of flat than a primer plus two coats.
If it does need to be primed you certainly would not diminish the capability of the primer by adding finish paint to it. Sure enough when we read the label of the can it recommended two finish coats after the primer. This is In contrast to its advertising which says “covers in one coat!”
Look the Home center company has done a great job of selling an idea. So much so that other companies are now advertising their paints as paint and primer in one. Sherwin Williams for example is now promoting its Super Paint as a Primer and Paint in One. Has its formulation changed? Not a bit, just a response to an ad campaign that framed the market.
The simple fact is that you should never buy paint from a home center. The people there are not as knowledgeable as those in a real paint store. The quality of the material is not as good and the relative price is high. Don’t be fooled by marketing gimmicks.