Document 5bzGvOmrK26JZV8vLmLo1BgQ0

N29082 Here's a Real "Super-Salesman" for Your Paint Department How to get the most good out of this remarkable counter sales book: 1. Read it through yourself. Note the fine color combinations. Note the true, clean colors of SWP, made from our own dry colors. Compare the SWP colors with other house paint colors--note the difference--SWP colors are the original true colors. 2. Call your clerks together. Show them how the book answer* ail questions: -- How to sell SWP against "Cheap Paint." What colors to combine, etc. . Latest correct color schemes ior exteriors, etc. 3. Use it to sell customers. It is the Paint Hcadnuartrrs Hook or; 1 painting. I ill fc.N'111' Si AS lit. Al-iOU 1 1 I ! it will make sales for yon 4. Show it to the painters, induce them to send their customers in to select color schemes from she book. 5. Keep it handy on your paint counter. In this book you have a service no competitor can furnish. 6. Take this book with you on your property owner calls, and remember-- THIS BOOK WILL NOT SELL PAINT FOR YOU UNLESS YOU USE IT1 PUT IT TO WORK It's another "Paint Headqu: . > , Service. Th e Sh er w in -Wil l ia ms Co . Vice President Please return the card to vi*. upon receipt of this book. Thanks-- 0007-SWP-039045 0007-SWP-00012242 T h e P o rc h I T 0007-SWP-00012242 ROOF--re#crv<ivt fchmittr Stain B-41 Slnrt Hrttan. 1M tNn&~SWP \rrl.* I .. .Nil. A Happy Treatment for the Dutch Colonial Home Ar you interested in Dutch Colonial ar chitecture? There are four types of construc tion which can be employed; wood siding;, wood shingle, textured stucco and brick. There is a correct painting treatment for each. WOOD SIDING-- Adhere to light colors. Dark Grays, Browns and Greens are not advised. The end gable may be in a darker color if in wood shingles. While it is true that this style of house is effective in dark colored brick, it is because of the brick texture. SUGGESTED COLOR SCHEMES: Bright or Warm Effect. Roof: B-41 Preservative Shingle Stain RedBrown. Body Color: SWP 4*Hj Ivorv ins illustrated). or SWP 3*7 C'.nnnrv Yellow or SWP 375 Colonial Yellow. Trim (Blinds) SWP 460 Apple Green. Cool or Neutral Effect: __ Roof: C-72 Pre>ii:rvwvc Shingle Stain Dark Crccn. Body Color: SWP Ja" Silver Gray or SWP .160 Cream Cray Blinds SWP 448 Moss Green Trim Color: SWP 4% Ivory. Note: White is not recommended. WOOD SHINGLE: Light colors are recommended. Ourk Browns or Greens may b used for the upper gable color, only. SUGGESTED COLOR SCHEME: Roof: Body Color: C-72 Prescrvutive Shingle Stain Dark Green. C-83 Prcservutive Shingle Stain Sil ver (".my STUCCO Bright ot W'mm Effect: Roof: B-4J Preservative Shingle Stain Red-Brown. Body Color: Concrete Wall Finish Cream. Blinds: SWP 461 Willow Green. Trim Color: SWP 4% Ivory (all woodwork.) STUCCO: Cool or Neutral Effect: Roof: C-72 Prescrvutivc Shingle Stair Dark Green. Body Color : Concrete Wall Finish Extra Light Gray. Blinds: SWP ,161 French Crown Green. Trim Color SWP 4% Ivory i)l woodwork.) BRICK---The trim color should be in a cleanly contrast ing color. For dark red and brown brick, trim with SWP 496 Ivory or 360 Cream Ornv. For liRht. Kiff-toned brick, trim with 388 Modern brown. iniim . sU l 1 .* >ry s., *>., pi ih r.H 1' Lm )U--p.v.b ll.nK No. P'1. 1 ilC Lillie utu) In spite of the durability, practical worth and other good qualities of the many depend able manufactured shingles on the market today, the old-fashioned cedar shingle is still popular for its charming, rough-sawn texture. Shingle construction is not cheap con struction and if one uses shingles he should take care to make the most of the texture which distinguishes them, S-W Preservative Shingle Stain does not clog up the grain as does a regular paint. It simply fills the wood with preserving oils and dyes it with color which allows the tex ture of the wood to remain. Systematic re-staining of shingles is advised because when they become badly weathered they discolor and usually there is no other choice but to use paint to restore a light color, A coat of "Clear" Shingle Stain applied every two years will prevent weathering. New shingles should always receive a dip coat. This affords protection on all sides and prevents the shingles from taking up moisture from the back under driving rains. Wood Shingles deserve lo be finished in a way that preserves their individuality. Sin5-Pr^rv.t,\r Sh(nl< SttlnC-ki Silvir *i*v. POKCit lOOK--Parch ani Otvt No. M. t A Home in Colonial Yellow The chorm of our Colonial architecture lies in its apparent simplicity. The appearance of bareness is avoided only through the most careful accent ion to detail, such as doorways, cornice, spacing of windows, etc. It is advisable, therefore, in planning the Colonial home to place your re quirements in the hands ot one of the dependable tnal-er'* of hi:h "rad*: millwork. Like prepared puint, standardised millwork i> more dependable .-nul m.ne likely to be correct than your builder can turn out himself and not so costly, ROOF---Pro**'*mr.Nhin*U Stain B--41. i f I KIM ewt.nu- *ave <Kss WKitv. no,nivl VCcO1lLi>ORe.. i;.V mx)R a n d c o l u mn s Old Dutch Enumcl nw* UI.IMIS \\\|* \t,,............. \i*. V*. I< '(' TVtatrvativr Shtn*lf Miii |U4I Wnna Kh m-m HiHJY C * Itj OK -- CtitMTair Wait Finish Cream. 7 HMIMikJrrfn.OliLmOaRn--. SWp .Utl V.VSII COLOR--SF IV* tvwry. mt\sT ooorwm s iia Walnut. 's Hrtpar Vrnl\tv A Neighborhood of Homes Evcr\ neighborhood paint requirement r- pruMded by Sherwin-WiUinms points, varnishes, enamels, lacquer' --everything the home-owner needs--finishes thnt work nicely. look rich imd beautiful and ore made right for long service. ROOF--Prtatcratlve Shinxlr Stain C-*4MeJium < Irrm. liOOV ANO THIM <.OUiM SW1* OulMsU- ta,,,, V. Kit* SHUTTt-iBS-SWP lM Wil. mHoi-ssctnisPOi>O10R ixiAfrS).I) l!nrll *il>s Winn'- VhiMtflr Mmh < *' TKl.M AND.'vVSIt SWJi M SIIOTT6KA -SW'P ** MAV C>rn. PORCH FI.OOH .p.wh*rtJ UecW Punt S.. S'. --I C t o o o Hi )0!s - Preverv m> iv i* Shinst* Stin C-72 OmV Green RODY COLOR -Preserve|iv ShintW Stain 114*. TRIM COLOR--SWF Jit Queker Drth. DOOR--swp ,v| OwaMr Onb> PORCH FLOOR - IWclt tmJ IWeh Print S... An. The Bungalow Home Here K ;i hmr.e Jenv ir% shingle*. in stucco and one in siding. Ail iirv clisinvimg and till will he economical to build and keep looking well with Sherwin-Williams Products. Use Preservative Shingle Stains for wood shingles, Concrete Wall kinish for the stucco and SWP (Sherwin-Williams l louse Paint) for all otitside painted woodwork. ROOF-- Shingle St Min 11.41. Si.-nm. Rr.m.t RODV COLON ...... ,,.u. Wnll l'tni>li t rfitm. TRIM COLOR--SWP u Antique Drown. FROST DOOR--Oil Slein l>.kO*k. Rrr ' eennlv l<n**V .it n m.h ,,.:. Mi.< H-C Snt I1.. itniM < m.oM M\r 4--. Ivr>. TRIM COLOR S\t|t tA.t FRONT POOR--OohJm 0k Stein. Rriptr Verrmh. POUCH M.tKtU Puuli iinil Peek No At*. u- A LESSON IN PAINT ECONOMY SWP - "CHEAP" PAINT SWP is the best paint money can buy -the best 1 paint that can be made the most economical to use -- guaranteed to look better, last longer ___ Paint isn't cheap at all --it's the most expensive money can buy - a luxury for the rich man only. Here's and cost less per year of service than any paint the truth about the high cost of "Cheap" Paint. made. Here arc the facts: ? SWP covers 360 square feet of surface, two coats. 'Cheap'* Paint covers 250 square feet, two emits sit best. jllffitl 7 gallons of SWP enough for an average-si:c house at $4.00 per gallon Cost $28.00. But 4 more gallons arc 7 gallons of Cheap Paint at $2.50 -Cost $17.50 needed to finish the job. $10 more or 11 gallons in all -- $27.50. *27.50 4 5 6 & 2 8.oo on a yearly basis for SWP 5 years or $5.60 per year. s 27.50 = *13.75 pm ywjr On a yearly basis $27.50 for cheap paint -lasts two years -- $13.75 per year. On the house, and that's where paint is important, SWP at $1.00 per gallon is 2!-a times as cheap as socallcd "cheap" paint at $2.50 per gallon. 'Cheap" Paint isn't cheap at alU It's the most expensive paint money can buy--a luxury for the rich man only. It costs two and a half times as much as SWP, r/j$utirr /Zl There Is still 220 square feet of paint in the SWP can-- (110 square feet two coats) when the cheap paint can is empty --Does this mean anything to you as a paint buyer? I ii R u*st expensive *nU. Here's :H (.heap Paint S17.5U li'ih the job, ? I gallons in nil $17.50. * 2 7.50 > e2r.Su ((.if - two years A .Cosy Little Farm Cottage This type of is '\ r, charming and effective Jinn- in White and i*. nneof the very few home* " Ih -k White is to be recommended. \t 1 H's-\T1VE COLOR SUGOI-'M Body Color: SVM ' >/ ' Yellow Trim Color: SWP Outside Gloss White Eiody O >lt *: sV' !' t'a-ho};. ' Trim Color: SWP -lt>U Apple Green ROOF-*'Prrtii r Mmtk SuinC'74M^itiin i.wn. Mlin'I'I'IIN NU'IMVi l.r.-i-n M-. 1H.t Hour CQLOK-SWP Out* id* C'lo* White. l-KONT OOOH AS> S W-'Ohl|dt*.UuKh n*mtl rotten l-'td Mitt f'orrh IKih Pfclrtt .S,i. v>. Don't Be Fooled By 1'Cheap" Paint "CHEAP" PAINT ISN'T CHEAP AT ALL! When you buy paint to dress up and protect vour house, don't let a WHICH DO YOU PREFER- "low price*' blind your good sente. Thousands of home owners are bewelling a "cheap*' paint job this very minute and paying the penalty JOl) SQUARE FEET PER GALLON OR ONLY 150 in hard cash. Some people think chat SWP House Paint is an expensive paint because "Cheap" paint is made of cheap or skimpy materials. How else it costs more per gallon. That is not so. 1 could it be sold at a low price in the highly competitive markets of As a matter of fact. SWP is the least expensive house paint on the today ? wU -on the market. And here is why: Cheap or skimpy materials make a poor, weak grodc of paint. That's only sense. It mat look 1ik<5 pnint and smell like paint in the can. But on the brush and on vour house- -the poor quality shrieks, An average gallon of fine old SWP will properly beautify and protect three hundred and sixty square feet of your house--two coats to the gallon. COMPARE THE "CHEAP" FORMULA WITH SWp (f you are tempted to use a "low price" house paint--one that is claimed, even guaranteed mut warranted, to he "just as good as SWP."-- GO SLOW'! Remember that low- price and low quality go hand in hand. You can't make a silk purse from a sow's ear. Will a "cheap." low price point d> that ` No. The best you can get from an average gallon of "cheap" paint is a meager two hundred and fifty square feet'--two coats. Right there, in that forty-four per cent greater coverage--in the fewer gallons of SWP needed--rhr difference in price per gallon Is minified. t Make the formula test' Insist upon seeing the formula of the "cheap" On the wall -in u c u mI gallons needed to paint your house -Sherwin- i paint, either on the label or in the literature of the company. Williams House Paint costs no more than the cheap, low price kind. Compare the materials used In making the "cheap" paint with the ingredients of fine old SWP House Paint--as shown in the formula which Is plainly printed on every SWP can. Take Outside Clots White For the Erst comparison. And remember this: It costs no more to put on good paint than to put on "cheap" paint. Which would you rather have ' Note the big percentage of White Lead Carbonate and White Lead YOU GET MORE YEARS OF SERVICE, TOO' i Sulphate used in fine old SWP Outside Gloss White. White Lead should be the bosie ingredient of all white pnint and light tints. It it to these paints exactly what flour is to bread. Once your house has been painted with SWP House Paint your saving has only begun. A beautiful SWP job outlasts any "cheap" paint by years. I See how much smaller n percentage of this basic ingredient is used in the average "cheap'' white paint. Sine oxide is the next essential ingredient--this also is a costly pig ment. A liberal percentage of zinc oxide combined with a large amount It dries to linn, elastic. glossy surface. It weathers slowly. There's no cracking or chipping or peeling -if properly applied. Long after a "cheap" paint job has taken on the appearance of s pair f of white lead mokes for a balanced formula--such as the formula of of faded overalls, you cun wsh the dust off an SWP job with plain soap SWP Outside Gloss White House Paim. It assures a finish of superior and water, and the colors will come up fresh and bright. wearing quality. 1 More than flOG of the pigment content of SWP Outside Gloss White LESS REPAINTING EXPENSE J is made up of these Oxide. important ingredients---White Lead and Zinc And when repainting is needed it can he done easily, quickly and with much less paint, because the surface is in perfect condition. In the majority of '`cheap*` white points you will usually find only So*',' or less. Compare that with a "cheap" paint job that fades Out and wears out U is the liberal quantity of this expensive basic material In every can of SWP Outside Gloss White that gives this fine old paint its remarkable quickly- thnt crocks and chips arid peels--that has to be repainted often--mid that has to be burnt off, or scraped off, at every repainting. covering capacity. SWP House Paint it sold by leading paint merchants everywhere. And Now when you consider the darker colors'such as the browns and the greens, the balanced formula of S W P becomes even more important. each of these dealers is "Paint Headquarters'1 in his district. One of them 1$ no doubt located ncAr you. Bv their very nature these dark colors can contain little if any. opaque white pigment such as white lead or zinc oxide. SEE "PAINT HEADQUARTERS" AND SAVE MONEY Sherwin-Williams have the pick of the world's best colors. Our own dry eolor works produce practically everything except the natural earth and mineral colors. That is why SWP colors are so rich, so permanent and so true to character. Before you let "cheap" paint blind you to real economy--sec your local SWP dealer. He will estimate your requirements in SWP. Compare the SWp estimate with what a "cheap" paint will cost. Then remember the greater durability of SWP--the exquisite colors that do not fade. Then specify the paint you think will give you best This Is an age of COLOR. SWP Colors stay beautiful and they protect results. your home because they last. U you Jo not rccull "Paint Headquarters" in your locality, write ua for Greater durability of the paint film on your house is assured by SWP the dealer's name. If you want expert help on a color scheme, our liter due to the use of a specially treated pure linseed oil--made in Sherwin- ature. color cards, or the famous Sherwin-Williams Household Painting Williams own linseed oil plant. Guid' just write. There is no obligation. Th e Sh e r w in -Wil l ia ms Co . nnr.ee- ........ . -IMP VARNISH M/urvt IN THf WORLD % hccuu&e on the i protect j to the ml is m the lion is H rwin* kind, .hint to living ini hs There's : ;t pair :il MMip Ith outing. . And ` >nr of '1 rust, colors u best us fur ir liter`liming SWP (Sherwin-Williams House Paint) I A FEW THINGS TO KNOW ABOUT ( U T.MDE HOUSE PAINT Outside house paint stands in n class nil by itself. Like other quality paints, the colors must be clean cut and must not fade. But house paint must stand the weather. Weather is not just wind and rain, not just extremes of heat and cold. Weather is all of these, plus the burning heat of the sun which carries with it the destructive action of the ultra-violet ray. These ultra-violet rays which possess such germicidal power and curative value in the treatment of disease, are destroyers of paint films. WHY AND HOW PAINT DISINTEGRATES Paint is not merely a simple mixture of ingredients. Chemical changes take place which must ho understood and controlled or the paint will be unsatisfactory, no matter how good the materials may be. in themselves. White Lead forms a compound with Linseed Oil which is rather readily affected by water. A house painted with White'Lead paint '`chalks," that is, sun and rain decompose the paint film and the pigment rubs off like chalk. White Lead paint is not the best paint for your house tdu\ White Zinc, on the other extreme, forms a compo with Linseed Oil which is NOT affected by water. White paint docs not "chalk" but in time, weather causes check or crack. This, of course, is really a worse fault the chalking of lead paint because it leaves the surfac no shape for repainting. White Zinc paintisnotthe paint for your house today. It is possible to.make n combination lead and zinc p however, in which the weaknesses of lead and zinc, w used alone, are overcome. By correctly proportioning amounts of White Lead and White Zinc the paint docs "chalk" and wears away normally without the objec able cracking and peeling of zinc paints. SWP Sherwin-Williams House Paint) is a combina paint made on a perfectly balanced formula contai Carbonate of Lead. Sulphate of Lead nnd Zinc Oxide. S win-Williams have been making this paint on the s formula for fifty-five years. We make and furnish W Lead and White Zinc separately for various purposes are the host nnd purest obtainable at any price bu consider SWP the best outside house paint possible to m How to Reduce SWP ONE REASON WIIV SWP IS A MOST ECONOMICAL PAIN! FOR NEW WOOD Very Soft Wood or Old Wuuthcred Lumber ia) First Coat Resinous Wends Yvlhev |,,u- Cypress First Coat Softwoods ia) Second Coo t HuriUvoods Yellow Pim*. I.u. (f>) Second Coat Third C FOR OLD PAINTED SURFACES IN GOOD CONDITION Mix at directed in this table for varying sut* face Condition*. SWP cover approximately 720 tquetr* feet, on* coot, per gallon. Old Surfaces in Good Condition First Coat OKI Surfa in Good Co Second C FOR OLD PAINTED SURFACES IN POOR CONDITION Bare Spot* on Surface in Poor Condition First Coat On all old turfuce* bare jpe/r ihould be touch* ed up ond allowed to dry before proceeding with the work. Old Surface* in Poor Condition Second Coal Old Surfaces Conditio Third C \ HELPFUL SUGGESTIONS Three-inch Brush. Small Sash-'I ool. Putty Knife, Putty, Stcpladder, Orange Shellac for knots. Raw Linseed Oil. Turpont SWP (Sherwin-Williams House Paint) DIRECTIONS FOR USING SWP NEW WOOD Ou'Nidv: FIRST COAT OR PRIMER For very soft w ix h I or old weathered lumber, add one gallon pure rw linseed oil and one quart pure turpen tine to voch gallon oi* SWP, For resinous wuodv* such s yellow pine, eypress or cedar. xwM two qiiarts turpentine and one quart ru\v tin seed <il to each gallon of .SWP. SECOND COA f For soft woods, add one pint of pure turpentine to each gallon of SWP. For hard wotJeh. yellow pine, etc . add oiitr quart of turpentine to each gallon of SWP. THIRD COAl To each gallon of SWP it pint or a quart of pure row linseed oil nniv l*e added. OLD WOOD t tut* id.-: Before SWP i\ applied uver a prcvimtsK paiui :d cautions Sihould he taken* 1. .Sec that the surface is free troot grease, dirt and stK wj;h `nap tmd water if ntvt'sxart rinse thoroughly U'.m- pre Wadi 2. Sec that the surface is perfectly dry. .1 If the surface is in rwnlitian lor repnintirig, opply SWP US directed for second and third coats on new wood. 4. If the old poinc h peeling, scaling or cracking, hum off all the old point or scrape ami clean off nil t*xnr paint with n stiff wire brvnh. Then follow. diri-timm for first coat on new wood for }) hare 'spot*. Let dry and 'thi-n follow direct ions for second oral third entity. OLD LUMBER WHICH HAS MiVUU KEEN PAINTED: l.vimhpr exposed to the weather for sears without the protection of paint is not only dry. hut porous, xu that spceinl attention must he gheti m the l>r rnat. HRS l` < OA t* Thin SWP K.tk f,, hulk with raw linseed oil and odd a pint *.< o quart hi ptiTr turpentine t.. nih gallon of paint and follow a >i h st * **nl and third coat s ;i lirccnl for new w 1 lou to Get Good Results 1. See that the surluce is jvrfri'tl) dry. 2. Sec that all pitchy surface* are properl} treated either hv burn ing or hy scaling good Orange Shellac. .1. All knots should be carefully shellacked. 4. Make sure that the putm is mixed oml stirred thoroughly ivfore using. 5. Pvtltj nail holes and fill trucks after priming coat lm?* Leer ap plied. <i. Do not use ochre as a primer. *. laic only pure raw linseed oil when oil is necessary and never use Foiled oil in any primers or fur thinning SWP. fi. Do nut paint in frosty wenthcr or over * ton-glossy surface. 4. Whenever possible, employ e good practical painter. Id. In damp, swampy localities avoid mildew troubles by using more turpentine and leas linseed oil in thinning. I low to Estimate tHo Amount of SWP Required Am approwmatc estimate of the qii.innty of SWP required can he determined av follows: Measure the distance around the building and multiply hy the average height, 'hidi secures the square feet of siding. Divide this ntimi'n be >f>(] the number of square feet SWP covers two coats to the gallon on the average surface/. The number secured will give approxi mately the number of gallons of SWP to h<> used for the body. To secure amount required for trimming cornice, porch pillars, etc., take fmm ono-cighth to one-fifth the quantity required for body--ont* eighth if there is average trimming, and mu-l'tfth when a house has an unusual amount of heavy trim, pillars, romices, etc. For porch ceilings, floors, etc., ascertain the square feet by multi plying the length by the breadth tmd divide that number hy .160. SWP WHITES SWP OUTSIDE GLOSS WHITE: This palm is the most durable and economical white paint for gen eral use on all exposed surfaces- SWP INSIDE VARNISH WHITE; For inside work where * varnish white finish is desired. Apply over a solid ground of SWP Fiat White. SWP Inside Varnish White dries better, works more freely and is more economical to use than the varnish whites under various names, generally found on the market. SWP Fl.A'l WHITE: A foundation for SWP Inside Varnish White, China Gloss White or other enamels: or for finishing without a gloss. Use as many coats as required to produce desired whiteness. This can also be used for exterior work where a flat finish is desired. SWP CHINA GLOSS WHITE: A satisfactory finish for interiors only where economy is of the first importance. SWP Chino Gloss White is slower drying and not quite so white fl.i SWP Inside Varnish White. It gives n washable and durable finish. rni.oR c o mb in a t io n s in swp \vn i c NO ON PAGES 2.1-29 V SWP Sherwin-Williams House Paint is offered by us as the best protective paint possible to make for outside use on houses, buildings and all surfaces exposed to the weather. SWP is not only the best house paint possible to make Hut it is also the most economical house paint, figured by the amount of SWP required to paint a building in compari son with the amount of any other paint required to do the same job. Consult the diagram on page 15 to see why SWP. Tiim Color* reduced according to directions, using raw linseed oil and turpentine required for each cont, gives you the proper paint which will actually cost less BY THE GALLON than any cheap paint you might consider for the job. SWP is recommended for wood and for brick buildings. It is unsurpassed for painting metal workover S-WKromik Metal Primer. It dries with a full, rich oil gloss. There arc 32 SWP colors, rich, clean cut and non-fading. I r>m Color, i 4>,(i t Iff *1,1 (..I*, im J.%4 .Vi-u l .V'4 Mmru m .>; ( mlnr> 1 fllov 3H) I'm flrreit J7.V t.otonitti Vrllob I'l.lSJ JVJ Toharrii fin JKA Si Src pitljt* .'I ' for mU lUKUmmn* b iirkr.t 'ui . SWP comes in 32 colors, also Black ami White 'Continued on the following page JSJ ... |9_ !