Understanding Consumer Preferences for Architectural Paints using Application Reader Technology (ART) Device

By K. Abraham Vaynberg, Tom Bidwell, Griffin Gappert, Kent Maghacut, Joseph Ambrosi, Matt Lano

While paint color can transform the way a room looks, how a paint “feels” is critical to those applying the paint—whether they are professional painters or do-it-yourselfers (DIY). Market research has confirmed this time and again. Manufacturers recognize that the ease or effort of paint application is responsible for the first, and possibly longest lasting, consumer impression and will strongly influence the consumer’s perception of product quality.

Test methods for evaluating application feel have been limited in accuracy and reproducibility. Moreover, they rely heavily on the subjective judgment of the evaluator. Recently, a device called Application Reader Technology™ (ART) has been introduced. The ART device generates and records real-time spatial and force data during the paint roll-out process, objectively measuring application feel.

The ART device helps fulfill the need for reliable, reproducible, quantitative data that subjective evaluation techniques have left unmet.