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TO THE MEN WHO MUST KNOW PAINT AND HOW TO SELL IT tPHE dealer is confronted today with increasingly complex problems of retail selling as well as those pertaining to modem merchandising and new materials. If the dealer is to succeed, he must keep up-to-date, especially adapting himself and his retail salesmen to the modem methods of retailing and selling in his particular field. Many industries have written volumes on merchandising and selling in more or less stereotyped fashion, but none has ever been published relative to the retail paint dealer and his retail overthe-counter salesmen. that we have in this top-flight Glidden Retail Sales Training Course the most modem tested and proved methods known today for successful paint selling. Remember this--you as a deal er must advance--go forward; use this Sales Course with your sales people and get the most of die American Spendable Dollar for paint This course is, therefore, made especially for the retail paint dealer so that he may train him self and his salesmen in the fundamentals of selling in the I paint industry. This will give each man a foundation upon which to build his own plan of action and personal technique. While no one plan covers all the details of every problem in retail selling, we feel assured 1 I GL032141 *2! / f&s. PURPOSE OF COURSE r | 'HE Glidden Retail Sales Tram ming Course is a plan which will make the dealer and his em ployees outstanding in the paint business in die community. There is no other business where more happiness, beauty, satisfaction, and protection of investment can be bought. You Have the Answer You have the opportunity to be come the leading seller of paint, the authority on color and home decorative combinations. Since so much property protection, beauty and satisfaction, comes from a can of paint, the dealer will be the one to whom both men and women will come for the answer to their painting prob lems. You have a unique service not offered by other sellers of paint. Special Training Essential New types of decoration, new color schemes, new daring com binations are in continuous de mand. Therefore, this special train ing for those in the painting and decorating trades is most essen tial. This teaching and this course should stimulate everyone who studies it, by bringing to the indi vidual worthwhile training and mental discipline. Next to die customer, the most important person in retailing is the retail salesman. Making a sale is THE most important thing you do. There are more than eight million people in the retail and wholesale trades. Retailing offers a great future to capable men and women who know how to make people WANT and to OWN more goods. This great country of ours is 2 GLD032142A geared to manufacture even great er quantities of consumer goods than we had dreamed of a few yearn back. The economy and prosperity of the nation rests with the efficiency of retail salesmen and saleswomen. If die manufac tured goods are not moved by you to the consumer, then our national economy and financial structure slows down. You are an integral part of our national business structure. You and The Glidden Company accept this challenge and together we look forward to years of mutual pros perity. This course should be the key that opens the lock for every Glidden Dealer in America. It will be useful to the owner, to the old salesman, as well as to the new salesman. It should be studied carefully and thoroughly. The facts are here. They will help tremendously in your becoming THE PAINT LEADER in your com munity. 3 GLD32142 *lUiuql you ikould know about THE GLIDDEN COMPANY Since 1883 T'HE size and variety of The '* Glidden Company's activities fascinate many customers. This brief history will help you to an swer some of their questions. The name is derived from Fran cis K. Glidden, who started a varnish business in Cleveland just after tire dose of the Civil War. In 1883 he took in his three sons and incorporated The Glid den Varnish Company with a capitalization of $100,000. From the outset considerable attention was given to laboratory and ex perimental work. word in every state of the Union. This was the beginning of the paint business as we know it to day. A new site was acquired in 1906, at the intersection of Madi son Avenue and Berea Road, in Cleveland, Ohio, where a bigger and more modern plant was built. The discovery of how to success fully use China Wood Oil or Tung Oil enabled Glidden to be the first manufacturer to successfully make faster-drying, paler, harder, more durable, and more water proof varnishes. Japalac Introduced Glidden first combined odor with varnish to make a varnish stain, which was introduced in 1898 as Japalac. In 1903 the first four-color advertising to ap pear in any magazine carried the story of Japalac, a product destined to become a household Demand Grows Rapidly The Company at this point was growing by leaps and bounds, due somewhat to the then infant automobile industry. The automo bile and furniture industries were consuming ever-increasing quan tities of Glidden products. It was necessary to repeatedly add addi- 4 3 GLD032143A tional facilities to the Cleveland factory until soon the entire six teen acres were covered with Buildings and storage tanks. Thisprogressivepolicy, coupled with the exacting attention paid to the establishment and die main tenance of highest quality stand ards, was responsible for the rapid expansion of facilities to take care of die increasing demands of new customers. Company. The acquisition and control of sources of raw materials accounts for part of this growth; the sheer soundness of Glidden management, advertising, and dealer merchandising policies, account for die balance. The fact that Glidden owns its own raw material plants permits die pro duction of far superior products with much greater uniformity than other paint manufacturers. The Glidden Co. Founded In 1917, The Glidden Company was founded and organized by Mr. Adrian D. Joyce and a group of associates. Within two years the assets and business of other manufacturers and distributors of paints, varnishes, dry colors, kal- A Smooth Functioning Team It is the products, conceived by the technical staff, manufactured by die factory organization, sold somines, and allied products were acquired together with die brands and goodwill. This gave the com pany manufacturing and distrib uting facilities, as well as ware houses, in the principal cities of thecountry.____ ______________ From that time forward the company has grown in a spectac ular manner. Glidden Distribu tors, Agents and Dealers sprang up everywhere and continued to grow with the Great Glidden by the salesmen to the dealers, and by die dealers to the con sumers, that constitute the real greatness of The Glidden Com pany. This greatness reflects team play, and that is exactiy what it is; a well organized, smooth func tioning, Mg team--you haw a most important position on this team; together we overcome prob lems and continue on a successful course. Every hour in every day the man-power of the organiza tion is working to create new and unusual products which will even tually require even greater phys ical fadHiies to manufacture and to market. S GLD32143 Synthetic resins and oils of new and unusual properties are being made in a complete synthetic resin plant. Alpha-protein, leci thin and a host of other products, developed in Glidden affiliated plants, are making new finishing materials possible that could not have been developed without the aid of the entire well-rounded organization. Glidden Extends To New Fields in addition to the original line of paints, varnishes and lacquers, the company branched out into the manufacture of Duriee's Famous Dressing Dunham's Coooanut Worcestershire Sauce DurVee's Margarine and Shortening Durkee's Spices "Alpha" Protein* Soya Meal, Flour and Hakes Poultry and lire Stock Faeds Soybean Oil Special ingredients for bakeries and confec tioners. Paint Cleaners Inert Pigments Titanium Dioxide Lithopona Rad Lead and litharge "Trademark: Registered Cadmium Colors Euston White Lead Cuprous Oxide Wane* Polishes Peanut, Com, and Palmoils Linseed Oil Coooanut Oil Cottonseed Oil Insecticides Weed Killers Hormones Powdered bon, Cop per, Lead and Tin Type and Grid Metals Tan and Bsains Turpentine Solents Synthetic Rubber Com pounds Compounds for Plastics and a host of other related prod ucts for which Glidden is so widely and favorably known to day. .. . In the words of Mr. A. D. Joyce, President of the Glidden Organi zation, with regard to the business philosophy which led the com pany into these widely separated fields: "It was realized that there were certain of our raw materials which could be made at less cost and with more uniformity than they could be purchased. We saw that this would occupy plants and equipment which could, in turn, be utilized to make other products and tend to broaden the scope of our market and stabilize our manufacturing. It has been this policy which has led with surprising consistency, into such seemingly unrelated fields as paints and varnishes, foods, chem icals and lead. And still, when one examines the history of the company, it will be found that each step led logically to the next one; each product to its successor. a The story of how The Glidden Company happened to get into the food business illustrates the above statement. The crushing of flaxseed to make linseed oil is a seasonal business and kept the linseed oil mills busy only part of the year. Investigation showed 6 9 GLD032144A that the crushing of copra to make cocoauut oil would take up some of the slack. In looking for a mar ket for cocoanut oil, it was logical to convert it into oleomargarine, soft butter, hard butter, and other necessitates the employment of foe very best technical skill in specialized divisions of science. When & difficult problem is en countered many avenues of ap proach are provided through foe various allied laboratories and a more vigorous attack can be made than if foe entire technical staff had experience only with finish ing materials. Thus are many new rawmaterials, processes, and methods of manufacture develop ed to foe advantage of foe paint and varnish division. food products , that had a ready sale to bakers, confectioners, restaurants, grocery stores, and similar consumers. It was only a step to add other related food products that could be sold in the same channels. Customers Assured Adequate Supply In addition to the economy motive, previously mentioned as a reason for entering the raw material field, it was realized early that it was important for foe paint plants and their cus tomers to always be assured of an adequate supply of important baric materials. Not only does this diversifica tion stabilize and round out foe activities of foe company by les sening the effect of a decline in a given single industry, but also foe very wide field of endeavor Centralized Control All of this is made possible by foe far-seeing, long-range plan ning of Mr. Joyce and his able family of executive helpers--each of which has devoted his entire life to his particular field of activ ity. Through this efficient execu tive organization these varied ac tivities In so many different fields are directed from a central author ity, so that all foe divisions and sub-divisions work together with foe regularity and precision of a dock. The facilities of The Glidden Company are unequaled for foe efficient production of all types of finishing materials, whether they be made from natural or synthetic raw materials; whether they be stain, filler, varnish, lac quer, paint, enamel or any other class of product; whether they be used for finishing foe interior or exterior of foe home, furniture. 7 GLD32144 3 woodwork, walls, airplanes, auto mobiles, locomotives or subma rines; bairpins, leather belts or overshoes; thumb tacks, or alu minum signs; paper cups, tin cans, or zinc castings. Glidden gives the dealer all the benefits of test ing, development and research of its 26 "Time Tested" labora tories, working day and night. These scientists, developers, re search men, many of them hold ing Doctors Degrees, spend their entire lives working on materials, or combinations of materials, to improve file finished product. Be sides the 26 "Time Tested" labo ratories, the Paint Division of the company 1ms 250 chemists and technical men, over 3,000 factory and production men, over 550 salesmen and sales managers, and more than 1200 office and ware house workers. Considering the scope of activ ity and the breadth of service of the company, our slogan "Every where on Everything" is a literal statement of fact. Continuous Market Research The Glidden Company main tains a continuous market re search by employing professional interviewers who travel through' out the country. The interviewers reach a very accurate cross sec tion of property owners, balanced in the various income groups. The company determines just what file people want, what would at tract them to paint, and what they expect the paint to do. This ad vance knowledge is given to our dealers and their salesmen, so that they can better serve the people in their communities and to know file needs of their buyers. 8 GLD032145A <thi4Uj& you ikouldt know about PIGMENTS AND COLORS TA7HY are Pigments and Colors " important to know? Because they are one of the most important ingredients in the manufacture of paint products. They are just as important as the vehicles be cause they show in the finished film of the paint and have a mark ed effect on its properties, not only with regard to color, but in weather and moisture-resistance. It is, therefore, imperative that the retail paint salesmen have a knowledge of pigments and colors which includes their basic pur poses and good qualities. Base pigments are those which form the very foundation of body and color. Inerts, or extenders as some prefer to call them, are those which play very little or no part in imparting color to the fin ished product. They have very little covering power and are in corporated in paint for the various properties they impart. Knowing how important Pig ments and Colors are to paint products, developments are con tinually being carried cm hi the Glidden laboratories. Pigments Continuously Tested The Glidden Company spends much time and money in die development of the desired prop erties in pigments and in eliminat ing undesirable ones. These pig ments sure undergoing continuous tests on test panels and in test batches. Each sample submitted is carefully tested to meet all fire requirements listed in our stand ard specifications. In the case of new pigments, great care is exercised before their adoption to see that they have the properties which we desire. Some of' the properties tested for are: FINENESS - DISPERSABIUTY - FLOATING AND SETTUNG-DURABILITY-ACTION on drying (does it speed-up or slow down drying) EASE OF GRIND ING - BLEEDING - EFFECT ON EXPOSED FILM (does it become brittle, check, chalk or crack), LIGHT FASTNESS (will it retain its original colors, darken or fade). 9 GLD32145 All of these tests and many more are continually being work* ed out by Glidden's highly-trained engineering and research staff whose ultimate goal is: -- IM PROVEMENT OF PRODUCT. The following pigments, ex tenders, and colors are the prin ciple ones used in the paint in dustry: Pigments White Lead Zinc Olid* Lithopone Titanium Dioxide Basie Purpose ox Good Qualities Opaque covering, desired chalking, good priming quality. Him hardening, color retention. Dispersion properties, cov erage, good hiding. Very strong white, excel lent covering and hiding, good mixing qualifies with oil. Colors Iron Blues Prussian, Chinese Blue Ultramarine Blue Basic Purpose or Good Qualities Very strong, deep rich colora, good permanency. Unaffected by heat and alkali aeml-traniparent and axoaHant light lastn*s*. Colon Cobalt Blue Carbon Blacks LampbUck GasUacks Bona Blade Raw Umber Burnt Umber Van Dyke Brown Chrome Green Yellows Reds (Various) Basic Purpose or Good Quailties Exceptional light fastness. Vary stable and are unaf fected by light and air, high tinting strength. Unique tinting qualities, rich tone. Color retention and tinting qualities. Color retention and Ruling qualitiaa* Color retention and tinting qualities, need in fillers and stains. Color strength, mixing qualify, richness of color. Clean, brilliant, fine die. Persian and excellent ad hesion in certain formulas. Permanency, durability, covering power, some are good beat resistant odors. Inerts or Extenders Basic Purpose or Good Qualities Suifex (Manufac tured) Whiting (Manufac tured & Natural) Magnesium Carbonate (Manufactured) Barytes (Natural) Asbestine (Natural) Silica (Natural) China Clay (Natural) Holds out enamels and underooats. Does not lower gloss, has soft texture. Aids suspension, and fit flattening property; high transparency. Unaffected by adds, alkali and indestructible by fire. Helps hold other pigments in suspension, helps flat tening. Hard Texture, gives tooth to paint Flattening properties. 10 0 3 GLD032146A you lluuUd Amo u i about the MANUFACTURE off White JHeaJt rPHERE are severed processes for making basic lead carbon ate (white lead). We will give a short description of two pro cesses because of their import ance. One is an exclusive Glidden process, (The Euston Process) and the other, the old process, or slow method. The Old Process or Slow Method nically called "stacks", are kept closed. During a period of about 120 days the heat and the car bonic acid gas generated by fer mentation of the tanbark, together with the acid vapors, combine to transform the lead, more or less completely, into a white flaky substance (basic lead carbonate or white lead). This substance must then be crushed, screened, floated, ground in water and dried before it is ready to be marketed as the White Lead that we use. The Euston White Lead Process The lead is melted and cast into perforated disks called "buckles" about six inches in diameter, which are placed in porcelain pots containing, in small wells, about one pint of dilute acetic acid. They are placed in rooms holding several layers, or tiers of 600 to 1,000 pots each. The pots are covered with boards and layers of tanbark placed be tween each tier. The rooms, tech rC NEW 4ucdt 1 EFFICIENT The patented Euston White Lead Process is used only by Glidden at our Euston Lead Plant. This principle, contrary to other methods, is based on the precept that white lead is not a compound but a mixture of basic lead car bonate. The Euston process is a 11 GLD32146 WHAT ARE SOLVENTS and ^Uinnebi? TATHAT are they? What is the * * purpose in using them in paints, enamels, vanishes and lacquers? Should considerable care be exercised in using them in regard to quantity and the various kinds? These are ques tions which die retail paint sales man should be able to answer. Thinnezs are liquids which form clear solutions with die oils and resins used in paints, but evapo rate rapidly, and almost com pletely. A few of die most popular thinnezs are turpentine, alcohol, mineral spirits, benzine, naphtha and toluol. Source of Thinners Gum Turpentine is distillate from the sap of several species of pine, the residual product being rosin. Wood turpentine is distilled from pine wood waste, stumps and roots. Benzine andNaphtha are among die lighter distillates derived from petroleum. In practice these prod ucts are controlled as to boiling point, distillation range and spe cific gravity. Mineral Spirits, quite widely used, are petroleum fractions of a higher boiling point, therefore evaporate more slowly. ToludL is a product of coal tar, taken off at a certain point In the heat process. Grain Alcohol (denatured) is processed from grains and is used to some extent in the paint in dustry. These products are not in evi dence as the final result of paint ing is achieved. Many of the very desirable qualities of paint prod ucts could not possibly be ob tained without die aid of these importantauxiliaries. Bearinmind that a particular solvent as re ceived by us represents the fin ished product of some manufac turer, such as an oil refiner, or it may be die result of a long, expensive, and detailed research, involving years of work and the 13 GLD32147 much, faster method than the Old Dutch process and produces a purer, whiter product. The pro cedure is carried. out in three steps: 1. Pass carbon dioxide into a basic lead acetate solution, stopping before the solution becomes acid in reaction. Thus the basic lead is form ed. 2. Pass carbon dioxide into basic lead acetate solution stopping after the solution becomes acid in reaction. The normal lead carbonate is obtained. 3. Mixing of the above two in proper proportions results in a pure carbonate white lead. The Euston Process gives a whiter lead, because only pure chemicals are used in manufac turing, a more uniform product a finer, smoother product, free from metallic and sandy lead, and will stand more reduction because of the extra fineness. It mixes more quickly with oil and does not pull under the brush. Euston White Lead is used in manufacturing Endurance House Paint, as nearly perfect a paint as it is possible to make. A fin ished product is as good as its component raw materials, and Euston White Lead is the finest lead manufactured today. FURTHER COVE RAGE| 1 3 I PROCESS || IWHITE LEA! GLD032147A expenditure of thousands of dollars to arrive at some product particularly applicable to our for mulation. Hie Purpose of Thinners What is the purpose of using thinners? The primary function of solvents, or thinners, is to pen etrate the surface so that the paint can get a bite, or foothold, into the surface on which it has been applied. Once the paint has bound itself to the surface, the thinner has served its purpose and is then free to evaporate. Thinners serve to flatten the film so that it will receive the next coat. We may then safely say that thinners serve a second important function, that is, to flatten the film of the prime coat A third function of thinners is to give brushing and flowing qualities to paint that has been exposed in the open can result ing in some evaporation of the original thinner. How Much Thinner? Should care be exercised in the quantity of thinners used? A study made by the National Paint, Varnish and Lacquer Association showed that many companies ap pear to have little regard as to the amount of thinner recommend ed. Some ranged from none at all, up to one quart per gallon for the first coat, and from none at all to three pints for the second coat. Excessive Thinning Will Cre ate an Unbalanced Formula For general purposes, we strongly recommend that in structions on labels be followed. We might suggest that there could be an exception, in some cases, such as cold weather, when a little more thinner might be neces sary to have desired penetration. Or, in the case of very porous wood, very little thinner need be added. Thinners actually reduce the body of paints, enamels, varnish es, and lacquers. Therefore, ex cess thinning is to be avoided for the best results. ALWAYS 1 GLD032148A OEVERAL hundred years ago on in the banquet hall, in the Queen's the Island of Crete, about five bathroom (and there was a bath miles from the principal town of tub, on same general design as Candia, the abandoned city of those we use today) were about Knossos stood. This city is men* 85% preserved. The design, the turned in the Old Testament as coloring, and the combinations one which paid tribute to Baby of color were beautiful. They had * lon. It evidently was partially used extensively, light Hues, rose, vermilion and gold colors. The time was many, many years be fore Christ. destroyed overnight, or at least abandoned overnight. Parts of it, when excavation work had been completed, were found to be 15 feet under die surface of the ground. For students of history and for science this was a good thing, as many earthen jars, still full of dried olive oil, the King's throne, his central temple, and his home, were all intact Original Paints Preserved The amazing fact was that the original paints, indie throne room, Even in history paints were made and used throughout the ancient world. Who discovered the original formula was not re corded by historians. The Egyp tians, the Babylonians, then die Greeks and Homans were evi dently the original users. It is true then, that down through die ages paint has influenced our daily lives. Following this period of "pig ment orpaintculture,"the science was dormant until it again burst forth to influence the arts, archi tecture and sculpture. Craftsmen began mixing their own colors, taking their secrets with them on leaving this earth. Oxide of 15 GLD32148 Iron and Ochres were added. Basically, however, the principles used in making colors and paints have not materially changed. World Wide Sources The materials now used come from the vegetable, animal and mineral kingdoms. Buried trees of ancient forests in Africa, the East Indies and New Zealand pro vide us with the all-important varnish resins. Flax, from which linseed oil is pressed, comes from the United States, Canada, and from die Argentine. China Wood Oil or Tung Oil comes from China, In more recent years, we have made progress in growing the tung oil trees in our own deep South. The oil is extracted from nub each having 3 to 5 kernels. They resemble Brazil Nuts or Chestnuts. Shellac is produced in India from the lac bugs. Beeswaxcomes from bees, bone black from sheep bones. The oil industry supplies us with mineral spirits, carbon and lampblacks. The pine trees in the Southeastern part of the United States furnish us with turpentine. In this course we need not go into the technical side, or even into the many other products used in the manufacture of paints. The ones mentioned here are the essential, or foundation materials. What Is Paint? Paint is a mixture of dry pow der, known as the pigment, a liquid, known as the vehicle, a thinner and a drier. Faint is a surface coating applied to many surfaces, in a thin film, for the purpose of protection, beauty, sanitation, identification and satis faction. There are perhaps 500,000 people employed in merchandis ing, applying, and manufacturing paints. Good products depend just as much on manufacturing skill as on formulation and raw materials. Glidden has developed 40,000 paint formulas, 18,000 lacquer formulas, and several thousand varnish formulas. Over 700 raw materials are used. Exterior paints are pigments ground in Linseed Oil and are used on exterior surfaces, since tiie oil which binds the pigment to the surface is elastic. Because of this elasticity the paint will conform to the natural expansion and contraction of the large sur face over which it is applied. Purpose Of Pigments A pigment is an opaque, or semi-opaque substance which is insoluble, (will not dissolve}, in 16 4 GLD032149A the binding vehicle. The pigment is the foundation for the color. The search for new and improved pigments is a relentless effort by our laboratories. These pigments appear in the finished paint film. They have a marked effect on its properties, not only in regard to color, but also in weather resist ance, moisture resistance, and wearing qualities. Standard teste are set up which make it necessary that pigments meet rigid specifications. They are studied under the subject of "Pigments and Colors." It is of interest here to mention that some pigments must meet a 325 mesh sieve test, while others must meet even more rigid standards. They must pass the strength test which tells of their durability, coverage qualities, and quantity necessary to give the desired depth of color. Another important test is that of the pigment's oil absorption prop erties. By means of this test we can determine the amount of oil necessary in making a heavy paste, and it also is a guide to the body obtained in finished goods. Body is spoken of as that property which makes paint appear as though it had substance. It is the proper proportion of pigment and oil to produce a full-looking coat ing when applied on a surface. Paints are ground on Roller Mills, Stone Mills, Ball Mills, in Pebble Mills and Hy - R - Speed Mills. If we were to hand-mix a pig ment with a thinner only, (without any linseed oil) the preparation would not bind to the surface. The thinner would evaporate quickly and dry powdered pigment would remain. This would quickly rub and blow off and would not be viable in a short time. If we mixed a pigmentwith only linseed oil, the preparation would have no pene trating qualities, due to the ab sence of solvents or thinners. The pigment must be ground into the oil and be properly cushionedwith it, and this would not result if the two were merely mixed together. Glidden's tested manufacturing methods assure you of a balanced and proper formula for every pur pose. A Two-Coat System Before the idea of painting houses with a two-coat system became popular, many paint men used only white lead, turpentine. 17 GLD32149 linseed oil, and drier. The prime coat was the same mixture, with additional thinner added. The dif ferences in batches, and the ab sence of sealing properties, caus ed many serious failures. Glidden's development of Basecoat and Endurance Prepared Paint made available a superlative two-coat system. The problem was to formulate a primer which would penetrate, seal, have tight ad hesion, and yet hide the wood. After long study and experiment, Basecoat was developed--a per fect house paint primer. It pos sesses exceptional adhesive qual ities, penetrating deeply into the wood. It retains its elasticity, ex panding and contracting with the surface to which it is applied. Its unique qualities prevent the blistering and peeling caused by moisture and temperature chang es. Its hiding and sealing power makes good two-coat painting pos sible. ' White Lead Plus Zinc Oxide Plus Titanium In striving to make a perfect fin ish coat, Glidden chemists found that certain built-in features must be added. They used White Lead as the base, added Zinc Oxide for hardness, find Titanium for white ness opacity and color retention. Added to this combination were certain other qualities such as: added tooth, ability to hold other pigments in suspension, control of flash, etc. By experimenting and testing constantly, a formula was produced that is so balanced that today we have the best that paint chemists and engineers can prepare. Each raw material used in a paint product is included for a specific purpose. These pigments when put together, form a team to battle time, heat, cold, friction and the weather. They are always on tiie job, at work for the user. linseed Oil, made from Flax seed, is the outstanding oil for use in paints today. It has the remark able property of absorbing oxygen from the air, converting the film to a firm coating which is resistant to weather. It is a ''drying oil", and is the vehicle that surrounds the pigment particles and evenly disperses them over the surface. It imparts a luster to tiie film, and at the same time binds it to the surface. Film Must Be Thick Enough To Cover One important step in the use of paint should be mentioned here. We axe mindful of this feature and it should be passed 18 ~GLD032150A on to you since there is a general misunderstanding relative to film thickness. Some of your competitors may claim that their house paint will cover 500 square feet per gallon, two coats. It might very well be that it can be brushed out so thin as to approach this claim. You must remember, however, that a customer buys protection, too-- it is fully as important as hiding. When the film is too thin, protec tion is lost, as the film will fail in a relatively short time. It has been established by the industry that a good durable house paint should have a film thickness of 4/1,000 of an inch. When you recommend that Endurance Pre pared Paint be spread at the rate of 360 sq. ft. per gallon, two coats, you know that it produces a film thickness of 4.5 thousandths; this is ideal for protection and durability. The chart below por trays the film which results when thereto of coverage is known. When you hear of a paint which claims a coverage of 550 square feet per gallon in two coat work you know that tile final result is a film of 1.45 thousandths for each coat, or a total of 2.9 thou sandths for the complete job; this will prove to be most unsatis factory. Soto it Which Paint it Applied in Sonar* faat Par Gattoa 200 290 900 350 400 430 500 530 600 Ttiteftnaia of Fibs la Itautad&c of an Inch & 6.4 &3 4.6 4. 3.6 3.2 2.9 2.7 Cheap Paint Competition You will encounter competition which will advertise prepared paint at a ridiculously low price. However, it is the most expensive paint to use. It costs file same amount for labor in applying it, but the life and protection,which the customer gets, are absent. L0W6RADE HOUSE MINT fh* v o l a tWiSl TeILLtf*5 EVAPORATES, INTO AIR *% 30% WATER m F0KMINC< SOLIDS OILS &*% __ _ 1*NTS AND COLO^ 13% HICHGRADE HOUSE 10%, PAINT EVAPORATES ^Cgt-ATUE SOLVE]# INTO AIR. FOfmtMG p* c l ie n t s an d col or 90% mn p o r mimc SOLIDS x 19 GL032150 As shown in the chart, when a cheap house paint is made, the manufacturer uses large quanti ties of water and petroleum dis tillates. Both of them rapidly eva-. porate and thus do not contribute anything to a durable film. The film soon cracks and splits, thus the repainting of the surface is made more difficult. Such low grade paints have very poor hid ing power, poor color value, and usually fade rapidly. In the case of a high grade paint where the proper propor tion of high grade oils and pig ments are used, a durable film of long life is produced. The film forming oils surround each parti cle of pigment, forming a liquid envelope which can be brushed or sprayed over the surface. This protective envelope hinders the weather and moisture from getting at the pigment, and as long as the envelope remains whole, the surface appears glossy. When it wears through, the surface begins to chalk. A certain amount of chalking is desirable; it keeps foe surface dean, and leaves a good surface for repainting. Don't forget--the greatest ex pense of any painting job is not foe price of foe paint, but foe cost of application. When low grade paint is used, foe work must be repainted frequently, causing additional material and labor cost. Glidden paints are made from quality materials, and in accord ance with rigid tests. They will give your customers unexcelled permanence, durability, and beauty. ENDURANCE IMPERIAL HOUSE PAINT Endurance Imperial House Paint is an exceptionally high grade finish for exterior surfaces. It is formulated from foe highest grade materials available and it has the depth and richness of White Enamel in appearance. The vehicle is composed of foe new Synthetic Alkyd Resins and Refined Oils which provide easy brushing and good weathering qualities. The Alkyd vehicle and a pigment combination of Titan ium, Zinc and Lead, produce a high hiding film with controlled chalking. When the surface is in the proper painting condition, one coat painting is possible. A single coat of this superior formulation will withstand foe constant attack of foe elements, maintaining its original service ability for long periods. Endurance Imperial House Paint comes in White only. It is a self-cleaning or chalking ma terial and therefore should not be tinted. However, foe self-clean ing properties are well controlled, with foe chalking cycle begin ning 12 to 18 months after appli cation and continuing mildly, maintaining a beautiful, yrhite surface. It is packaged ready to use and has an excellent spreading rate of 550 square feet per gallon on foe average surface. 20 < ( GLD032151A 0 VARNISHES XXOST any coating of an oily oz resinous nature that dries Hard, might be called a varnish, if it is TRANSPARENT. The em phasis is on two properties: HARD NESS, which differentiates var nishes from oils; and TRANSPAR ENCY, which distinguishes var nishes from enamel. For the protection of wooden surfaces, and at the same time increasing the beauty of the wood grain, there is nothing that sur passes varnish. For eighty years varnishes have been made by The Glidden Company--fine qual ity varnishes that are noted for their durability and protective qualities. Gliddenapar Developed The uses ofvarnishesarevaried. Tables, floors, woodwork, boats, desks, beds, dressers, doors, porch ceilings, chairs; these are only a few places where varnish is used. Naturally, it is better to engineer different formulas to meet die needs of the different require ments. For instance, a varnish to be used on front doors, or porch furniture, must be elastic. Expansion and contraction, due to weather conditions, takes place, and if die varnish were brittle and would not "give", then trouble would result To meet this need for an elastic product Gliddenspar was developed. When a surface is exposed to water, rapid changes of temperature, and direct rays of die sun, Gliddenspar will fully protect it Chi boats and pleasure craft, this varnish has proven by test that it will outwear and outserve any Kfmilwr np*r traminh n<^ will main. tain a high gloss under the most trying weather conditions. It can be used on all surfaces, inside or outside. 21 GLD32151 Floorette Varnish Floorette Varnish is made espe cially for use on floors, the surface which is subject to the most abuse and hard wear of any in the home. It is not as elastic as GHddenspar, but is designed to meet a different problem, floorette dries with a very hard and tough film. It will not scratch white, heavy furniture will not harm it, heel prints will not disfigure it, water will not turn it white, and it has a film that will not chip or break from heavy pounding. A properly made floor varnish must dry fast enough to avoid inconvenience. This qual ity, also, is built into floorette, and it dries to walk on in 8 to 12 hours. Varnishes Meet Conditions Since certain paints are made to give certain results under spe cific conditions, likewise different varnishes are made to give cer tain results under different condi tions. That is why Bar and Table Top finish is included in our line (in addition to Gliddenspar, floor ette and Wearette). This material has been subjected to boiling wa ter tests for hours, with no notice able effect on its film or its gloss. Alcohol will in no way affect it; its high-solids and long-oil-content make it an unusually durable and wear-resisting varnish. There is also the General Utility var nish, where an economical and dependable piece of goods is de sired. Cabinet Polishing Varnish is a rubbing and polishing varnish of the very highest grade. It is de signed to produce a richness and depth of gloss that is comparable to the finish on the very finest of pianos. Varnish Ingredients Some of the oils used in the var nish manufacturing process can be cooked to a point where they are more or less heavy bodied, but they will not dry. Liquid driers can be added to speed up the drying. Driers are the salts of cer tain metals, such as Cobalt, Lead, Iron or Manganese, which speed up the oxidation of drying and semi-drying oils. They merely pro mote fhe absorption of oxygen, and are, of course, used in many paint products. The oils, because of the addition of driers, will now dry faster, but not as hard as is desired. The use of a resin gives us the necessary hardness. Resins are of an organic nature and require experience in manu facturing in order to achieve file correct cooking temperature tor best results. Otherwise they will char, darken, and finally bum. 22 GLD032152A Resins give gloss, adhesion and hardness to the varnish film. Natu ral resins are exudations of trees; some having been buried for thou sands of years are called Fossil resins. Synthetic resins, of which there are an increasing number, are manufactured. Combining Ingredients Therefore, we now have the oils cooked, the driers added and the resins added. Solvent or thinner is next added at the proper time to make the heavy, molasses-like mixture of oil, drier and resin workable. There are various com mon natural resins used in var nishes, lacquers and enamels. Each one is used in certain mate rials and for certain reasons. Some of the more commonly known natural resins are: Congo, Damar, Kauri, East India,' and Manila. Congo, for example, is an ex tremely hard fossil resin, dug or mined, mostly in the Belgian Con go. It requires cooking at around 670 deg. (f) to sufficiently melt it in order to make a long wearing and extremely tough varnish. You will overhear painters talk ing about long oiland shortoilvar nishes. Here is what the term means: When an extremely hard var nish is desired, a small amount of oil is added to the resin--this is a short oil varnish. When a consirable number of gallons of oil is added to the resin, we have a so-called long oil varnidh, end such a finish would have great elasticity, since the hard brittle resin would then make up a lesser percentage of the total mixture. The various varnishes, then, are made to perform in a certain way under certain conditions, fust as are paints. They are nevermade by Glidden on any hit or miss basis. The best that workmanship, experience, and research, can produce, is in the can. 23 GL032152 ENAMELS. TCNAMELS are used for many *"J purposes and must be formu lated to meet rigid requirements. They are used extensively in the home where they must hold up under many adverse conditions. We are, therefore, continually striving to make better enamels. They are used in the manufactur ing industry on many different articles, such as toys, cabinets, refrigerators, automobiles, stoves, furniture, machinery of all kinds, tools and equipment, etc. What Is Enamel? Enamels can be made to air dry or bake to a smooth, hard, piotectice film. The luster of the result ing film may be a gloss, semi-gloss or flat. What, then, is enamel? Enamel is refined paint. The oils and resins are especially treat ed and put through a process of refinement. The films must be tough, hard, and dry, in order to take the knocks, the washing, scuffing, and general rough treat ment to which they are subjected. They are ground on Stone,.Pebble or Boiler Mills, and are given spe cial care in handling and grind ing. When a flexible film is de sired, a long oil varnish is used to allow for expansion and con traction. Enamels are influenced in color by the varnish, pigments, and driers used. Time and temper ature of the "Cook" of the oil and varnish also influence both Are initial color and color retention properties. Improved lithopones, titanox, titanated lithopones, and titanium oxide are usedtoimprove color and hiding of the finished product. We can say, then, that enamels contain the finest pigments obtain able, ground fine, and combined with especially treated oils, resins, thinners and driers. 24 GLD032153A Oil Processed and Purified Raw oils are not used in enam els as they are in paints; they are processed and treated. This is necessary in order to make the film dry hard. The use of refined oils brings up another point on which paints and enamels differ and that is in die working quali ties of each. On dipping a brush in paint and applying it to a sur face, it is noted that the brush slides along through the paint and little effort is required to obtain a uniform film. Enamels, on the oth er hand, have a certain amount of pull or stickiness, ou account of the treated vehicle, and more effort is required to obtain a uni form film. Enamel pigments are of the harder drying types for which reason zinc predominates. Titanium is also used because of its opacity, its extreme white ness and its good color retention value. Pigments give protection to the vehicle and help in maintaining the luster as long as possible. En amel films are kept thinner, and we avoid building up a heavy layer which would crack or chip. The pigment volume ratio is much less in enamels than in exterior paints. Binding Medium Holds Pigments The binding medium of bodied oils and varnish, serve to hold the particles of pigment together. One reason why die pigment in enam els must be finely ground can be understood by spreading marbles, }4" m diameter, over a square foot surface until it is completely covered. If we take ordinary BB shot and spread diem out over the same surface, you can see how much better and more completely the surface will be covered. That is the difference between coarsely ground and finely ground pig ment when it is spread on a sur face. Resins do not oxidise like oils. A deposit is left on the surface, and unless the enamel is proper ly formulated, die resin deposit, because of its brittleness, will chip off and powder. High Grade Enamels Enamels for heme use must be stable, have minimum settling, work easily and dry at all times under average conditions. They are designed for specific purpos es. Furniture, for instance, re quires hard drying enamel, one which will not show print cr marks. A longer oil enamel is more satisfactory on walls ami trim. High - grade enamels for either exterior or interior use re quire that the major portion of the pigment be zinc and the great- 25 GL032153 or part of the vehicle be treated oil. Industrial enamels are, ol course, different and will not be discussed here, primarily, be cause each enamel is a tailormade product to do certain things under certain conditions. These enamels are usually baked rather than air dried. A material design ed tor high bake does not air dry. If it did, it very likely would wrin kle on high bake. Brushing enam els may be sprayed but not in a production way. The solvents are too slow and the enamel would sag unless extreme care were taken. The reverse is also true-- spraying enamels do not make good brushing enamels because they "set" too rapidly. have good hiding, be elastic, bold color and have a thin film so that succeeding coats will not build up. They must not be spongy with a thick film, as this would cause them to crack. We illustrated in the placing of marbles and BB shot on a surface to show what a difference the grind of pigment means. With the best binder and pigment combi nation, a very thin film of enamel is all that is necessary to achieve perfect jobs, because we would have extremely good covering and hiding. The pigment will lay smoothly and evenly along the Enamels Must Stand Hard Knocks What then must enamels do? They must not sag, they must flow evenly and smoothly. They must stand washing, knocks, scuffing and abrasion; but must not chip. They must dry with a hard film, painted surface. Cleaning the sur face is easy.Thesurface is always in good shape to receive succeed ing coats. The blending of toe oils, toe resins, toe varnish, and toe pigment in 'Time-Tested" for mulas gives toe satisfactory serv ice so essential in enamels. Glidden enamels have been en gineered in accordance withthese principles. Glidden enamels are made to give depth of luster and permanent brilliance unparalled by other enamels in the industry. 26 GLD032154A Emulsion Paints Recent years have shown that Emulsion paints have become an increasingly important factor in the Surface Coating Industry. Millions of gallons of the older, original types have been sold. Today the sales of newer types are surpassing all conceivable expectations, sweeping the inter ior coating market. Research in even newer types for exterior application is progressing at a remarkable rate. This important, ever-growing field requires a thorough under standing of Emulsion Paint prin ciples and types if those of us engaged in various phases of the paint industry are to take advan tage of the tremendous sales po tential these paints offer. Two liquids not capable of being easily mixed or mingled may be dispersed or emulsified by sufficient agitation, but they tend to separate almost immedi ately after agitation stops. Emul sifying agents such as special soaps are added to surround the oil particles, preventing separa tion from the water phase. (See figures.) THE ACTION OF SOAP AS AN EMULSIFYING AGENT What is an. Emulsion? An emulsion is a stable disper sion of two liquids that do not ordinarily mix, such as water and oil. There are two categories, oilin-water types, and water-in-oil types. Milk may be thought of as an oil-in-water emulsion because the butter fat is finely dispersed in a watery medium. Butter is a water-in-oil emulsion because it consists of a small amount of water finely dispersed in butter fat. Oil-in-water emulsions may be thinned with water, and it is this type with which we are con cerned in studying Emulsion Paints. Water-in-oil emulsions re quire an oil solvent. The water part of the emulsion is thickened to good painting consistency by adding stabilizers such as caseins or soya proteins. These, and other materials con tribute to keeping the oil particles dispersed, help prevent settling in the can, and provide good "creamy" consistencies. What are Emulsion Paints? Emulsion Paints in the broad sense are pigmented emulsions, the vehicles of which may consist of oils, resins, latex solids or other binders which have been emulsified. Many of the materials used in 27 GLD32154 oil paints are satisfactory for Emulsion Paints, with the excep tion of those that are not compat ible with emulsifying agents. The general composition is as follows: hiding pigments, extender pig ments, drying oik, oleoresinous materials, emulsifying agents, preservatives, anti-foam agents, driers, solvents, and water. (See figure.) The hiding pigments include titanium, zinc sulfide, and lithopone, preferably of the water dispersable type. Many of the regu lar extender pigments are used, largely silica for brightness, and water ground mica to improve brushing characteristics, flow, and leveling. Greater care is taken in choosing coloring pigments, eliminating those that are overly sensitive to the alkalinity of the emulsion. It is possible to emulsify any type of oil or resin, so these selec tions are unlimited. Some of the oik and resins used are: water dispersable linseed oil, linseed varnish, and varnishes containing either the natural or synthetic resins of the various ester gums. The emulsifying agents and stabilizers were explained in the discussion of emulsions. Preservatives are used to pre vent decomposition of any pro teins which may be used and to eliminate fungus growth in partly filled containers or on the final dried film. '' Anti-foaming agents are used to reduce the large quantity of foam that originates horn the considerable agitation necessary in manufacturing, and to elimin ate air bubbles produced when the material is brushed onto the surface. Metallic driers are necessary in Emulsion Paints which contain oxidizable oils or resins. Any of the driers used in the paint indus try are satisfactory and they are used in approximately the same ratio as in oil paints. The principal volatile material in Emukion Paints is water. How ever, emulsifying agents, driers, solvents, and anti-foam agents in part contribute volatile matter. Methods of Manufacturing Emukion Paints have been de scribed in the broad sense as being pigmented emulsions. Therefore, the manufacture of an emukion consists of breaking up the oil parts into extremely fine particles, coating them with the emulsifying agent, and dispersing them in the water. The mechan ical mixing may be done with several types of mixers. Generally, the two phases, oil and water, are prepared separ ately, then mixed for emulsifica tion. The necessary oik, resins, varnishes, driers, etc., for the oil phase are prepared and mixed in any type of standard mixer. The water phase contains the stabil izer, emukifying agent, preser- 28 GLD032155A vative, and anti-foam agents. One method of emulsifying the water phase is to cook the materials in a special agitator tank equipped for heating and cooling, adding ingredients at various process stages. The oil and water phases are then mixed in a suitable mixer and sometimes run through a mill to uniform the particle size. The emulsion is then complete, with only the pigments to be add ed to gain the finished product. Some Emulsion Paints, partic ularly the later type, require the pigments be ground into a paste on an ordinary oil paint mill before being incorporated with the emulsion. The foregoing represents only die general procedure for making Emulsion Paints, and is varied considerably to suit special re quirements. The Characteristics and Per formance of Emulsion Paints Interior Emulsion Faints are offered for use as coatings for newly applied plaster, wallboard, and wallpaper as well. The pro perties of these paints include fast and easy brushing, speedy drying, one coat covering on most surfaces with a second coat possible within a few hours if it is required, absence of solvent odor, and fair washability. They act as sealers over porous surfaces and may be painted over with oil paints. Products of the latex emulsion type offer the paint market's easiest brushing and washability to the degree that they may be constantly scrubbed. Many Emulsion Paints are pack aged in a paste form and are thinned with half a gallon of water to a gallon of paste. Some water thinned paints are supplied in dry powder form, but they are not Emulsion Paints. The paste types were the most popular, giv ing the buyer the advantage of increased paint volume when the water is added, but with the high cost of labor today, the ready mixed paints are more economical, eliminating the time spent pre-mixing. Emulsion Paints began as flat finishes Such as Glidden Spred Flat, but more recently gloss produds such as Glidden Spred Luster have been developed. These are oleoresinous emulsions packaged in paste form. During the last five years your Glidden Company has startled the paint industry and the paint world by developing latex Emul sion Paints of unsurpassed qual ity in the field, using 100% latex emulsion bases, and packaged in ready-to-use form. The first latex Emulsion Paint, Spred Satin, is of low sheen close to a flat. Spred Gloss, Glidden's most recent re markable development, is the world's first latex Emulsion Enamel. These excellent products will be discussed in detail in the following paragraphs. 29 GL032155 Historical Background of Water-Thinned Paints Emulsion Paints are of the oilin-water type emulsion and, there fore, they may be thinned with water. However, they should not be confused with common water paints which are pigmented solu tions of glue, casein, or other water soluble binders. Emulsion Paints are the result of attempts to improve the film properties of water paints by the addition of oils, resins, and organic vehicles especially designed for this pur pose. Whitewash Whitewash, which is merely slaked lime and water, is the grandad of all water paints. It is still used considerably on mas onry surfaces because it is cheap. It has very poor durability. Calcimine Calcimine paint was the first real improvement over white wash. A simple, inexpensive for mulation of whiting, or chalk, with glue as a binder, it produces a good hiding flat finish that can be tinted and it dries quickly. However, it is necessary to re move calcimine before repainting with water-thinned paints, and only recently have oil based ma terials been developed that will recoat calcimine with limited suc cess. Casein Casein paint patents date as early as 1865, with major develop ments occurring between 1924 and 1927. A form of casein paints is one of the oldest types of coatings, made in the days of the Roman Empire by blending earth pigments with skim milk. Our colonial ancesters sometimes painted their houses with a coat ing which included such ingre dients as skimmed milk, salt, boil ed rice, coffee, and egg white! Casein is a protein substance derived from milk curds and has long been used as a vehicle or binder in water-thinned paints. A material closely related to cas ein is alpha-protein, which is ex tracted from the soybean. Glidden's Reflectolite is of this type. Casein binders and hiding pig ments similar to those used in Emulsion Paints provide a coat ing that has limited insolubility in water after reasonable aging of the dried coating. The perfor mance of casein paint is similar to Emulsion Paints although the general durability is not as good. Emulsion Paints are very sim ilar to casein paints, the dividing line being the fact that casein paints use casein as the major film binder, and Emulsion Paints use lesser amounts of casein and only as the stabilizer in the emul sion. The gradual transition from fortified casein paints to oleoresinous Emulsion Paints took place between 1928 and 1940. 30 GLD032156A Spred Satin Latex Emulsion Paint In. May of 1949 a new type of emulsion paint was introduced to the public by The Glidden Com pany. It is called Spred Satin and it uses a synthetic rubber latex base as die vehicle. Spred Satin is an outgrowth of the Resin Emul sion Paints introduced at the be ginning of World War II, which were, in turn, an outgrowth of the old Casein Paste Paints. The chemical and water resis tance of rubber and the toughness and wear resistance of rubber give all the durability character istics which the public has long wanted, along with those advan tages of Resin Emulsion Paints such as ease of application, good sealing, lack of objectionable odor, and quick dry. Rubber Emulsion Paints offer several other advantages in addi tion to those mentioned. The dried vehicle is highly resistant to the action of hot lime in plaster and the high alkalinity of con crete. The unusual sealing qual ities of these paints permits var ious Fiber Boards to be finished in two coats instead of the pre vious three or four of oil paint. As a result. Latex Emulsion Vehicles have given the paint world Spred Satin, the 100% Latex Paint for walls, ceilings, and woodwork. For the first time the public has a ready-mixed, low sheen paint with durability to the point that it may be guaranteed washable. Spred Satin has incom parable ease of brushing, cutting painting time in half. It may be applied with a roller, leaving no laps or marks. It may be sprayed. It dries in approximately 20 min utes, and once dry, may be touched up with no ill effects. Spred Satin can be washed continually without loss of color, sheen or adhesion. laboratory tests using a Scrubbing Machine show remarkable durability of the Latex Emulsion formulation. Scrub Resistance Test Type of Material Calcimine Casein Resin Emulsion High Quality Resin Emulsion (Spred Luster) Latex Emulsion (Spred Satin) Number of Strokes Withstood None 2 200 20,000 50-100,000 Spred Satin application is not confined to homes. Painters and Architects have taken advantage of its unusual properties, and today we find it widely used in the maintenance field in hospi tals, schools, churches and office buildings. Spred Gloss Latex Emulsion Enamel In December 1952, The Glid den Company first announced Spred Gloss Latex Enamel, the 31 GLD32156 UP newest development in Latex Emulsions, and a companion pro duct to Spred Satin. This develop ment fulfilled a demand created by Spred Satin for a companion product of Latex Emulsion qual ities in a high gloss range for use in kitchens, bathrooms, and on woodwork. Spred Satin and Spred Gloss are color matched, making it easy to have woodwork enameled in harmonising and corresponding colors of walls. A vast improvement over earl ier Resin Emulsion Enamels, Spred Gloss is ready-mixed, has good flow, good color retention, and is easily washed from the brush with soap and water. Its elastic paint film readily with stands the abuse of shock or impact, miantaining good adhe sion. This amazing Latex Enamel dries thoroughly in approximately 30 minutes. The development of Spred Gloss has at last removed much of the labor from household enam eling. 32 MiU fat VS-*- GLD32157