Document LJEJv5kMogMB2KnwaX28jGmB3

0007--SWP-040781 *28935 * How to Paint Your House o o o 'si f aw l O Helpful suggestions prepared by the * o sj Sherwin-Williams Decorative Studios 03 0007-SWP-0Q0124174 0007-SWP-0Q0124175 i. ' O o 0 -J 1 3 U I o o -4 CO U> Don't Be Fooled By "Cheap" Paint "CHEAP:" PAINT ISN'T CHEAP AT ALL! When you buy paint to dress up andprotect your house, don't let a "l.fjw, s?rir*" blind your good sense. Thousands of home owners are bewailing a "cheap" paint Job this very minute and paying the penally in hard cash, ,,, '> "Cheap" prim: is made of cheap or skimpy materials. How else cuuld ft, Lac sold- at a low ptice in the highly competitive, markets of today I Cheap or skimpy materials make a poor, weak grade of paint. That's only sense. It may look like paint and smell like palm in the can. But on the brush And cm your house--the poor quality shriek*. COMPARE THE "CHEAP1" FORMULA WITH SWP If you are tempted to use a "low price" house paint--one that Is claimed, even guaranteed and warranted, to be "just as good as SWP,"--- GO SLOW!! Remember that low price and low quality go hand in hand. You can't, make *UU purse from a sow's ear. v Make the formula test! Insist upon seeing the formula of the "cheap" pnmt, either cm the label or in the literature of the company. ' Compare the materials used In making the "cheap" paint with the ingredient* of fine old SWP House Paint--s shown in the formula which is plainly printed on every SWP can. Take Outside Gloes White for the first comparison. . '1 Note the big percentage of White Lead Carbonate and White Lead Sulphate used in fine old SWP Outside Gloss White. White Lead should be the basic ingredient of all white paint and light tints. It U to these paints exactly why flour ls_to bread. * See how much amoiler a percentage of this basic Ingredient U used in the average "cheap" white paint. Zinc oxide is the next essential Ingredient--this also ga a costly pig ment* A liberal percentage of line oxide combined with huge amount oCwhite.Jead.rrsAkes f<*f A balanced formula--ouch e the formula of SWP Outside Gloss White House Paint. It assures * finish of superior wearing quality. More than 40% of the pigment content of 5WP Outside Gloae White it made'tip- of these two important ingredients--White Lead and Zinc Oxide. In the majority of "cheap" white points you will usually find only 50% or less. * It 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 covering capacity. Now when you consider the darker color* such os the In owns the E'eens* the balanced formula of S W P becomes even more important. y^th.ein,ysry^nat.ure..thesa dayk colors can contain little If any, opaque white pigment truch as white lead or xlnebxide. . Sherwin~Witlinms have the pick of the world's best colors. Our own dry color works produce practically everything except the natural earth and; mineral colors. That i* why SWP colors ore *o rich, so permanent And so true to character. This is. an age of COLOR. SWP Colors stay beautiful and they protect . your home because they last. . Grxat,er d_urhility of. the point film on your house I* assured by SWP due to the use of u specially treated pure linseed oil--made in SherwinWilliams own linseed oil plant. WHICH DO YOU PREFER-- *\ 360 SQUARE FEET PER GALLON OR ONLY 250 Some people think that SWP House Paint is an expensive paint it <cqsts. rnbre.per: gallon.VThat Is not bo ; \. , As_a^ matter of fset, SWP it the least expensive house paint wall-r-on.the market; "And hereirwhys " An Rvcrmte gallon of fine old SWP will properly beautify and three hundred and sixty square feet of your nme--two coats gallon* WiU a "cheap," low price paint do that? No. The beit you can get from an average gallon of "cheap" pa meager two. hundred and fifty square feet!--two coats. Right there, In that forty-four per cent greater coverage-- fewer gallons of SWP needed--the difference In price per g nullified. , 0*1 the wall--in actual gallons needed to paint your house--Sh WUliams House Paint costs no more than the cheap, low price And remember this: It costa no more to put on good paint t put on "cheap" paint. Which would you rather have? , J YOU GET MORE YEARS OF SERVICE, TOO! ' Once your house has been painted with SWP House Point your has only begun* A beautiful SWP job outlasts any "cheap" p years. . It dries to a firm, elastic, glossy surface. It weather* slowly. T no cracking or chipping or peeling--if properly applied. Long after a "cheap" paint Job has taken on the appearance o of faded overalls, you can wash the dust off an SWP job with and water, and the colors will come up fresh and bright. LESS REPAINTING EXPENSE And when repainting U needed It can be done easily, quickly an mvigh. lfeis. paint, because the surface it In perfect condition. Compare that with a "cheap" point job that fades out and we quickly--that cracks and chips and peels--that has to be rep often--and that has to be burnt off, or scraped off, at every repa SWP House Paint is sold by leading paint merchants everywhere each of. these dealers is "Paint Headquarter*" in his district. them U no doubt located near you. SEE "PAINT HEADQUARTERS" AND SAVE MONEY Before you let "cheap" paint blind you to real economy--ac local SWP dealer. He will estimate your requirements in SWP. Compare the SWP estimate with what a "cheap" point wi Then remember the greater durability of SWP--the exquisite that do_not fade. Then specify the paint you think will give yo results...... If you do not recall "Paint Headquarter*" in your locality, write the dealer's name. If you want expert help on a color scheme, ou ature, color cards, or the famous Sherwin-Williams Household P Guide--just write. There is no obligation. Th e Sh e r w in -Wil l ia ms Co . LARGEST PAINT AND VARNISH MAKERS IN THE WORLD CLEVELAND, OHIO SWP (Sherwin-Williams House Paint) A FEW THINGS TO KNOW ABOUT OUTSIDE HOUSE PAINT Outside house paint stands in a class all 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 cf these, plus the burning neac of"the sun wKich_carrie3" with it the destructive action of the ultra-violet ray. These ultra-violet rays which possess such germicidal power arid 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 be understood and'eont.roHed"or t.he'paiht will be unsatisfactory, no matter how good the materials may be, in themselves. White Lead forms a compound with Linseed Oil which isj-ather 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 today. White Zinc, on the other extreme, forms a With Linseed Oil which is NOT affected by water. W paint does not "chalk" but in time, weather ca check or crack. This, of course; is really a worse the chalking of lead paint because it leaves the no shape for repainting. Whits Zinc paint is no paint for your house today. It_i* possible to make a combination lead and z however, in which the weaknesses of lead and z used alone, are overcome. By correctly proporti amounts of White Lead and White Zinc the pain "chalk" and wears away normally without the ab]e cracking and peeling of zinc paints. SWP (Sherwin-Williams House Paint) is a co paint made on a perfectly balanced formula c Carbonate of Lead, Sulphate of Lead and Zinc Ox win-Williams have been making this paint on formula for fifty-five years. We make and furn Lead and White Zinc separately for various purpo are the best and purest obtainable at any price consider SWP the best outside house paint possible How to Reduce SWP ONE REASON WHY SWP IS A MOST ECONOMICAL PAINT 0 0 0 7 - S W P --0 4 Q 7 8 4 FOR NEW WOOD FOR OLD PAINTED SURFACES IN GOOD CONDITION FOR OLD PAINTED SURFACES IN POOR CONDITION Bare Spots on Surface In Poor Condition First Coat Mix a* directed in this table for varying urface condition*. SWP cover approximately 729 equate feet, one coat, per gallon. On alt old turface* barm apote hottid be touch ed up and allowed to dry before proceeding u*i<A the work Old Surface* In Good Condition First Coat Old Surfaces in Poor Condition Second Coat Ol in Go Sec Old Su C Th HELPFUL SUGGESTIONS Three-inch Brush, Small Sash-Tool, Putty Knife, Putty, Stepladder, Orange Shellac for knots, Raw Linseed Oil, Tu