Document omGJ62Nb573rEjp050wK623Q3

Sh er w in -Wil l iams PAINT HEADQUARTERS Course in Retail Paint Salesmanship LESSON No. 2--SWP* HE purpose of this bulletin is to place in Tyour hands all the honest facts about SWP House Paint along with information about the various paints with which it must compete that you will be best equipped to successfully meet and overcome this competition. Certainly it is not sufficient for you merely to honestly believe that SWP House Paint is the best on the market. This will get you nowhere unless you are capable of so completely demonstrat ing that fact to the customer that you can correct the cleverest misinterpretations of fact that may be employed by competitors and con vince him that SWP is both superior and more economical for the work he is planning to do. The very fact that The Sherwin-Williams Company is making all of the fgcts about differ ent house paints available to customers through this information to its salesmen is evidence that this company has nothing to fear from open and honest competition. Over 60 years of paint making experience, joined with thorough scien tific research enable us to attain higher stand ards of quality and provide greater values for the customer. The ingredients of SWP House Paint are clearly printed on the label of every can, even though most states do not require it by law. Any competitor is free to copy these ingredients and some claim that they do use them--but the most important ingredient of all cannot be thus printed or thus copied, namely Chat superior skill in the actual manufacture which is gained only through many years of practical experience in making quality paint. There is no short cut through research and no empty claims can take the place of this practical experience in manufacture which re sults in the superiority of SWP long demon strated in actual use under all climatic conditions in every part of the world. This superior skill is the priceless thing The Sherwin-Williams Com pany has to sell above all its competitors. And, in order to safeguard this high quality and to make it dependable, no matter when or where a customer purchases a can of SWP, The Sher win-Williams Company itself manufactures every important ingredient used in these paints, mak ing them with machinery of Sherwin-Williams design and under the most exacting supervision. Because The Sherwin-Williams Company is the largest manufacturer of paints and varnishes in the world it naturally has the choice of world markets in the purchase of raw materials and those few ingredients which it is neither neces sary or economical for the company to manu facture. /' T! 5 VU fc a*i a* What house paint is House paint is a liquid mixture of various pigments and liquids of such a nature that exposure on a surface causes the paint to take up oxygen from the air and harden to a lasting, weather resistant coating. The paint consists of 0007-SWP-035641 two portions: . 11 the pigments and f 2) the liquids. It is the function of the pigments to hide the surface, provide the color and to pro tect the surface from the action of weather. It is the function of the liquids to cement the pigment particles into a continuous film and to bind them to the surface. The liquids are divided, broadly, into three parts: I: the oil is the lasting portion, often referred to as the life of the paint. < 2 > the thin ner helps to make the paint easier to brush. It also enables the paint to better penetrate the wcod and thus obtain a better bond. i,3) the drier promotes the drying of the paint, that chemical process by which the oil changes from a liquid to a solid. This Iih h Mr Mms --In w Wi Mr* > <> ****< as (> m i wet Ilf feed preteeud the *< md >h < t**d ceweii.** <** *#*< altar 1 nan pigments such as White Lead. Leaded Z\r. Examining the ingredients Zinc Oxide. Titanium Pigment, Antimony Oxid Zinc Sulphide or Lithopone. The latter has r THE ingredients used in making house paint as yet been developed to the point where it c: are, by no means. raw materials. Linseed oil. be considered satisfactory for use in a high gra white lead or any other ingredient you might exterior house paint. Inert pigments of var.c mention are highly developed products, each one of them representing the sole output of kinds are often used to cheapen the pain Detailed description of these will be made la: many factories which sell their products to the in the text. paint manufacturers all over the country. And with the Sherwin-Williams Company each one of these ingredients is produced in its own separate factory, division or department under the supervision of its own staff of chemists, testers and research engineers. We shall discuss the principal of these p: ments which are in common enough use in hou paints to require your knowledge of their ch. acteristics, their good points and their undes able features. General characteristics The white pigments The pigment portion of exterior house paints may contain one single pigment or a mixture of several, or even all, of the so-called hiding Each of the pigments just mentioned has t merit of certain desirable characteristics r. As tttHN tie *--ww A trvteaf "Cheep Pa#e Tw 0007-SWP--035642 0007-SWP-000113136 >>>H H Ml ulldili Tk# M**t Vti k* M* tUSMd m Uttatf **T r- !* i<i ft * * wtav *ki* > * #*<*WA ** J*lf, tfjt. found to the same degree in the other pigments, Quite naturally each of these pigments has cer tain well defined weaknesses or undesirable properties because there has never been found the one, 100o perfect paint pigment for outside exposure. In SWP. Sherwin-Williams House Paint, a blend of four of these pigments is used and the proportions of each have been so care fully worked out and determined by means of constant testing that fullest possible advantage has been taken of the strong, desirable features of each pigment. The result is, in our opinion-- and quite completely justified by every exposure test-the closest possible approach to the ideal white house paint formula possible to produce. In paint chemistry, however, there have been more developments and improvements within the past ten years than were witnessed over the preceding 100 years. Sherwin-Williams paint engineers are constantly on the alert to take fullest advantage of every new material offered and every new method discovered for the im provement of even the smallest detail in paint making. The net result of this attitude upon their part is that while SWP House Paint is a 60 year old product, it is, at the same time, the most modern, up-to-date finish we make--and we shall let nothing stand in the way of keeping it so. White lead HERE are two types of white lead in more or Tless general use in paint manufacture. Basic white lead carbonate is the better known to both the painter and the consumer. It is marketed as white lead in oil and is furnished in both soft paste and heavy paste consistency. The other form is basic lead sulphate, com monly known as sublimed white lead because of the method of manufacture. This form of white lead is found in Sherwin-Williams OZLO Leaded Zinc, one of the pigments used in SWP. The tv* h mh Ivan it ibt nft u Itf Haaw ftSM m* Dm '* i* * riffci I* Im4 0*4 oil. Tbtt sfcavs r wiavt* likes tWP soviet. Onions ktv At *** nsssad Haaaffc <N sMi <*. Tkk v M ih nils starv 0007-SWP-035643 0007-SWP-000113137 This important pigment will be described in detail later. Undesirtablc qualities of white leadlets coverage per gallon Advantage! of white lead -- strong adhesion A dependable figure for the covering capacity of standard white lead paints on the average surface will be about 300 square feet to the gal ONE of the most important virtues of white lead is its ability to adhere to the surface lon. two coats. Because of the blend of pig ments used--and other manufacturing refine unusually well. It seldom fails through peelingments SWP House Paint, on the same surface, as do paints with too high a zinc oxide content, will cover 400 square feet, per gallon, two coats. for example. (The peeling referred to must not To be able to show a customer an initial saving be confused with peeling caused by moisture of one-third the quantity of paint required to behind the film or peeling over certain wood cover a given surface is a powerful argument grain structures which will be described later.) for the economy of SWP as compared to old- fashioned" white lead paint. I Relatively low oil-taking capacity Because it requires less linseed oil to com pletely `wet" white lead in grinding it into paint than it does other pigments such as zinc oxide it is possible to pack a much greater weight of white lead pigment into a given amount of oil. In other words, there will be more of the metallic pigment upon the surface, the pigment particles will be packed closer together and the spaces between these particles to be filled by the linseed oil. will be smaller. This means that the oil, which is the perishable part of the paint film, will not be required to bridge over as much space between pigment particles. Excessive chalking HILE chalking is the ideal form for the I Wweathering of the paint film because it leaves a good surface for re-painting, excessive chalking which is characteristic of white lead paints is very undesirable because it means not | only lessened durability but unsatisfactory ap pearance. The reason for this excessive chalking | can be readily explained to the customer. Every one knows that ordinary soap is the product of the action of an alkali upon a vege- These desirable properties make white lead a very important ingredient in outside house paint and account for its persistence for so many years as a house paint pigment. The problem has always been to find a way to minimize certain very definite weaknesses of white lead as a paint pigment because it has certain properties which are very undesirable when used alone. As we use white lead in SWP these undesirable properties have been mini mized to the greatest possible extent while fullest advantage has been taken of its virtues. Ts# aw W nli IWR H* Mblavtr rtMw. PaMad Nfttfc nnwd In MM ll**, s m Maniru?s tTfMmiirr*k WV4*i*nakwwM*MwMew* Ml MtiaeHr *d iw Im Mm NMk Guilds. TVna tows m w MiWw l in H m * battMiap < nfiaw ** W Mm imW. aU v* wit m la MMaaMag kid i mWmiiin *1 laiadlwts ifea aaM, ^|a ^vr 0007-SWP-035644 '*1 0007-SWP-000113138 r3t ** **. O. * *WI *fcito iMrf IMW to *Mto* to4 4. f, 1 Oilto 1 fc*to * . ^Wmii* mIm wiWIr vM. SW M |Nto to* mtoto IM oiyiMl .r Mm* Vh*wLf*MltoiM(lwtontotoMto(lm Cable oil or grease. White lead, like most lead salts, is alkaline in chemical reaction. When combined with linseed oil. a vegetable oil. it produces forms of lead soap which are relatively soft and are readily washed away by the rain. Those portions protected more or less from the rain--under the eves, under projecting edges of clapboards, back under porches, etc., do not get washed away with the result that the side of the house becomes very blotchy and the gen eral appearance so unattractive that the house really needs re-painting before the full life of the paint has been used up. As the linseed oil in white lead paint disin tegrates, as just described, it leaves a layer of loose particles of pigment on the surface which falls off, or is washed off and exposes the pig ment below which, in turn, undergoes the same destructive action until the entire film is worn away. For years it was the constant endeavor of paint manufacturers to "temper" this exces sive chalking of white lead with zinc oxide, with varying success because if an excess of zinc were used it resulted in paints which cracked and peeled badly, retained the dirt end had other undesirable features. In SWF the characteristic of chalking has been retained but in a controlled form. The chalking is more shallow and is observed to be general, over the entire surface without the heavy washing or erosion that is characteristic of white lead. 0007-SWP-000113139 Checkins end "allisatorins" PAINTERS, generally, are acquainted with the fact that one of the characteristics of white lead is the checking or "alligatoring" al ways found on straight white lead paints after a year or two of exposure. Paint engineers explain this by saying that the surface oil loses its elasti city as the paint ages to the extent that it cannot expand or contract to the same degree as the un der part of the him and is compelled to break into small "islands." These minute cracks become enlarged with the "washing" action of rain. After such a surface has been re-coated several times with straight white lead paint this check ing often becomes so pronounced that it is im possible to obscure it with new paint and the surface requires a costly burn off job. SWP films do not fail in this way. Underneath a very shallow surface chalk the film is always found to be smooth, tight and lustrous, presenting an ideal surface for re-painting. zinc oxide are found in intimate chemical union. The characteristic roughness of the straight white lead film, in itself attracts and holds dirt to a more noticeable degree than the smoother film obtained with-SWP. : r Conclusions There are many painters who are "dyed in the wool" lead and oil men and there are many consumers, as well, who believe that white lead paint is the ``good old-fashioned" paint that is still the best there is, etc. With these customers an honest discussion of the virtues of white lead, as well as the undesirable features is effective, showing how these good qualities are retained in SWP while the undesirable characteristics have been overcome to the greatest possible degree through the use of the "balanced for mula" and the blend of pigments used. Discoloration Straight white lead paint ij very susceptible to sulphurous gases common in the atmosphere of industrial cities and locations close to rail road traffic and the film quickly takes a gray caste. SWP ;* much better able to resist these conditions because of the blend of pigments used, particularly in the use of Sherwin-Williams OZLO Leaded Zinc Pigment in which white lead and Zinc oxide IN this discussion of zinc oxide we shall con fine our remarks to commercial zinc oxide, an individual, separate pigment. As used in SWP zinc oxide is in chemical union with white lead as a part of Sherwin-Williams OZLO Leaded Zinc which will be discussed later. Like white lead, zinc oxide has certain very desirable qualities while, at the same time, it has qualities which are just as undesirable. $! 0007-SWP-035646 0007-SWP-000113140 Desirable properties -- greater whiteness 2. Greater Opacity and Hiding Power Than Zinc Oxide or White Lead. ZINC oxide is considerably whiter than white lead and imparts whiteness to the paint to which it is added. 3. High Resistance to Sulphurous Gases. This is a new pigment, i. e.. it has come into greater use in recent years after undergoing certain manufacturing refinements. "The pub Retards chalking lic must be satisfied" is a familiar axiom and this When added to white lead paints zinc oxide is valuable in retarding the chalking of the him. applies to house paint as well as it does to any thing else. In recent years there has been a very definite demand for greater whiteness and greater Detrimental features--non-chalking opacity in white paints. How to accomplish this without sacrificing durability was no easy Zinc oxide is not a desirable pigment to use task. alone for making a house paint because, instead of perishing by chalking, the film becomes very hard and brittle and perishes by cracking and peeling so that a most unsatisfactory surface is presented for re-painting. This is a point which the paint formulator must watch most carefully in making paints to which zinc oxide is added. The use of too much zinc causes the paint to take on the objectionable features of zinc. The Sherwin-Williams Research Laboratories were given this problem a number of years ago and it was only after a period of years, when they had concluded practical tests extending over several years' time that they were willing to announce an improvement in SWP Outside Gloss White. They found that by adding a definite percentage of Titanium Pigment and by properly balancing the formula they were , Greater oil-taking capacity able to achieve the desired results. This amount had-to be determined with infinite care because - IT require* more linseed oil to "wet" zinc Sherwin-Williams could not afford to sacrifice or I I oxide in grinding. This means that a gallon of reduce even slightly the established quality of linseed oil is abte to carry fewer pounds of zinc SWP simply to make a better "initial showing." oxide than of white lead--or that "you can add While it adds nothing to the durability. Titani j more linseed oil to a given weight of zinc oxide." um Pigment does contribute whiteness, opacity | This is one reason why zinc oxide might be used and resistance to atmospheric conditions. And j excessively in some paints when the price of while even greater whiteness and opacity could I linseed oil is down--it displaces some of the be secured by increasing the amount of Titanium heavier white lead pigment making possible a Pigment used you may be certain that The I paint of heavier consistency with less actual Sherwin-Williams Co. shall never do so at the pigment contained. It takes only one-third as expense of durability. many pounds of zinc oxide to make a gallon of white paint as it does white lead! Not mod In tints In SWP we never revile the formula to take advantage of any fluctuation in the price o/ ingredient*. When changes art made they are the result of years of research and testing and are only for the purpose of definitely improving the paint. ITANIUM Pigment is not used in the tints or Tcolors of SWP because our tests have shown that colors are affected and there is a tendency for them to lighten up when standing for a time in the can. However when SWP Outside Gloss White (containing Titanium Pigment) is tinted Titanium pigment -- desirable prepertiei on the job and the paint is used right away, the color is not affected and there need be no hesitancy about recommending tinting SWP 1. Whiter than either Zinc Oxide or White Lead. White to any desired tint with Sherwin-Williams First Quality Oil Colors. fl# IWM 0007-SWP-035647 0007-SWP-000113141 Lithoponc ITHOPONE is one of the newer pigments and Lm is a triumph of chemical engineering. Scien tifically designed equipment together with re search and chemical control have developed and improved this pigment so that it is used very extensively for the manufacture of interior flat wall paints, undercoaters and interior enamels. But while it is a highly desirable pigment for such interior paints, at its present stage of development it is not considered a satisfactory pigment for making high grade exterior house paint. There are. however, many cheap paste paints, semi-paste and ready mixed outside paints where lithopone is employed in combina tion with other pigments. Why is lithoponc used in some outside paints? The most important reason, of course, is that lithopone costs less than other white pigments. It does produce a paint that is whiter than white lead paint, although it is not as white as zinc oxide. When mixed in house paint consistency it has hiding power equal to white lead and superior to zinc oxide. The big objection to its use in exterior paint is the fact that it is extremely soft and causes excessive chalking. To overcome this softness zinc oxide is added. However, so much zinc oxide must be added to accomplish this that the hiding power is badly affected be cause of the weaker hiding power of the zinc oxide. There are a number of paints on the market with certain percentages of Lithopone, zinc oxide and inert pigments but these do not measure up to the standards our customers have a right to expect of Sherwin-Williams. commonly used are calcium carbonate, barium i sulphate, silica, calcium sulphate and magnesium i silicate. There are certain cases when their use I in small quantities for the purpose of keeping I heavy pigments in suspension is not considered 'r as an adulteration but the general use of these "extenders" should be condemned because they do not contribute anything towards durability , but are used because they are low priced. The exceptions to this, of course, are the shades of house paint in which the earth colors are used, such as ochre, umber, sienna. Venetian red, etc. Inert pigments are a part of these earth colors in their natural state, therefore are not to be considered as adulterants. The same car, be said of certain chemical colors which, of necessity, must be precipitated upon inert bases. But, when inert pigments are added in large quantities to white or light tints they should be regarded with suspicion by the cus tomer. In addition, their use may cause the paint to crack and peel in weathering and thus result in heavy re-paint expense. Sherwin-Williams Oslo leaded sine E have purposely left this pigment to the Wlast in order to permit the reader to gain the clearest possible picture of the problem of determining the beet possible pigment for use in exterior house paint. Sherwin-Williams OZLO Leaded Zinc is dis tinctly a Sherwin-Williams creation, All the pigments we have been discussing can be ob tained in good quality on the open market. But while there are other leaded zinc pigments on the market none of them provide the same characteristics found in Sherwin-Williams OZLO Leaded Zinc which wilt be described in the dis cussion following. Inert pigments Inert pigments are used in varying quantities in low-priced and in cheap paints. While they are white pigments they become practically transparent and colorless when ground into paint andl therefore do not contribute anything to the hiding power of the paint. Those most What ii Sherwin-Williams Oslo Leaded Zinc? Chemically, OZLO is a mixture of sublimed white lead (lead sulphate) and zinc oxide. However when these two separate pigments are mixed together they produce an entirety different paint than does Sherwin-Williams OZLO. P*f 0007-SWP-035648 0007-SWP-000113142 T 3 T * ra ie rr^ 7 r r3 E THE reason is that they remain separate pig ments in whatever mixture they are used. But the manufacture of all Sherwin-Williams Paints, every step in the manufacture of OZLO is under Sherwin-Williams OZLO is actually one single complete control of an engineering staff in charge. pigment and is always found to be a chemical mi.-tture of sublimed white lead and zinc oxide-- every smallest particle of it--whether examined by microscope, X-ray or chemical analysis, for in making Sherwin-Williams OZLO Leaded Zinc Pigment the metallic ores are smelted in the furnace and are "sublimed" out in fumes which, upon cooling are collected in bags as i.c. Paint films are obtained which possess the balanced characteristics of lead and zinc without the preponderance of zinc properties which is the weakness of many other leaded zincs. fd). It retains the ease of brushing charac teristic of lead paints. the fine pigment that is further ground and r processed as OZLO. 4 (el. Better durability of film. (f) . Greatly reduced tendency for the paint liquids to be affected in the package. [ Chiraetcristici of Shtrwin William* I Oilo Loaded Zinc (g) . OZLO is not only the best single white, hiding pigment but it is actually better, by test, 1. Whiter than white lead (either lead car than a combination of any two other pigments. bonate or tead sulphate) and is almost as white as straight zinc oxide. It is most important that the paint salesman study the foregoing properties which have been 2. It has superior opacity and hiding power developed in this most unique Sherwin-WUliams to mere mechanical mixtures of white lead and pigment, Sherwin-Williams OZLO. It is neces rine oxide. sary to have a complete conception of the value 3. Higher resistance to sulphurous gases. 4. Slower rate of chalking. of this pigment in order to appreciate the true basis for the superiority of SWP. 3. Freedom from cracking, "alligatoring" and peeling. In comparison with many leaded-zincs on the market Sherwin-Williams OZLO Leaded Zinc has proven its superiority in many ways. These are listed as follows: HERE will always be certain manufacturers Twho will endeavor to market a house paint at a lesser price than SWP where the familiar argu ment is advanced "Our paint is made upon exactly the same formula as that of a 'leading paint manufacturer' but it sells for less money. Why pay more?" Certainly they can combine la). It has a uniform small particle size with the same ingredients in the same proportions as no excessive proportion of either very fine or quoted on the SWP label. BUT, disregarding unusually large crystals. This uniformity is for the moment Sherwin-Williams skill of manu Knot found in some other leaded zinc pigments tome of which show an excess of fine and others facture gained in making SWP for over 60 years, it is clear, from the foregoing discussion of OZLO I of large particles. Aa a result, our laboratoriesthat no manufacturer can even approach SWP I find that OZLO shows more lead characteristics quality who is limited to mechanical mixtures than zinc while in some other leaded zinc pig of lead and zinc for his formula. He may dupli ments the zinc characteristics predominate-- cate the chemical printed formula but. without for example OZLO paint chalks instead of cracking, etc. OZLO, he misses the mark by a wide margin. There is only one OZLO. Its development over lb). A definate chemical constitution of com a long period of years resulted from a desire bined lead and zinc wherein full advantage is upon the part of Sherwin-Williams' executives taken of the lead content by extreme care in the to add even greater durability to SWP. And furnace and of each ingredient in the mix. As in Sherwin-Williams chemist* have done the rest. 'a* Him 0007-SWP-035649 0007-SWP-000113143 Types of paint competition you must meet with SWP 1. White Lead in Oil (Paste and Soft Paste). 2. Paste Paints (other than straight white lead). 3. Other manufacturers' best prepared paints. because the formula is printed it must be satis- f factory. The intelligent paint sales clerk has an F Lunusual opportunity here to render a real serv- ice to the customer in explaining how such cheap, undesirable formulas cannot possibly deliver economical paint protection. 4. Cheap prepared paints. SWP formulas on every label We have already discussed the limitations of a straight white lead paint. Paste paints will be the next subject: Whether the law requires it or not every can of SWP has the analysis printed on the label. ( We are proud to declare it knowing that it ;s , the best paint on the market for the purpose Paste paints (other than slfiiiht white intended. lead) Comparisons of paste paint with SWP UNDER these classifications one will find a multitude and variety of formulations. They In any comparison with SWP the customer may be various mixtures of Lead. Zinc, Litho- should give consideration to: pone. Titanium Pigment and inert pigments. In many instances they are simply built to sell at a price, their formulation being completely at variance with all known facts on durability. But the best one can expect is the degree of protection paid for because it is seldom that even this is realized. . Cheap pastes and semi-paste may be heavily loaded with inert pigments. In some eases there will be found a high lithopone content added to gain greater hiding and whiteness, (.a). Extra labor costs in breaking up paste and semi-paste paints. It is a point worthy of observing that it is a manufacturing achieve ment to produce a prepared paint which may be stirred up ready for application as easily as SWP. All this is, of course, sidestepped and avoided in making paste paints. (b) , Lack of whiteness as compared with SWP (see suggested comparative test No. 1 on page 14.) but having poor durability. Or there may be combinations of Zinc Oxide and Titanium Pig ment which often crack and peel because of the high zinc content employed to overcome the excessive chalking of the Titanium Pigment. (c) . Reduce to brushing consistency for fin ishing coat and make comparative test No. I on page 14. to show superior hiding and spread ing of SWP. (d) . Where the composition of the p iste or semi-paste paint is declared discuss the tormula Requirements of law with the customer on the basis of the f. -regoing WHILE a few states require an analysis of the contents to be shown on the label, information. Point out the lack of econ- -:ny ar.d the danger of using excessive amounts ,( certain most states do not make this compulsory. Obvpi igments as well as the use of such "che ipeners" ously, if other than accepted exterior paint pig as Lithopone and inert pigments. ments have been used, or if the liquid or vehicle Unfortunately there is no immediate test you is not of an approved mixture, an analysis is not can make that will show the customer how the going to be printed on that eheap paste label un paint job will look after several years exposure less the law requires it. Unfortunately, of course, or what the condition will be when r-p.imting the customer it not sufficiently versed in paint becomes necessary. You can, however refer to formulation to recognize a bad formula, even the various photographs shown on r-<es 3-6 if it were printed on the label, assuming that where characteristic paint failures are ii. ..traced. ,t0 0007-SWP-Q35650 0007-SWP-000113144 1 OtHr manufacturer7* best grade prepared paint* From time to time you will have prospective customers who have used other manufacturers' best grade paints with what they felt was com pletely satisfactory results. If the analysis is shown on the package and indicates an un usually high percentage of one pigment or another, the foregoing information should he used to advantage. The practical comparison tests should then follow, as outlined on page 14. In making comparative test No. 3. bear in mind that many manufacturers build their sales story around a heavy white so that this test may not reveal as striking a contrast as you might expect. In such cases take one of the light tints, such as SWP' 496. 462 or 387 and compare with a similar color in the competitive line and rote the difference. Some of the SWP light tints are even heavier than the White. This is neces sary because certain light tints are characteristic ally weaker in opacity than white and additional pigment is provided in SWP to equalize this difference. Cheap prepared paint* LIKE the paste and semi-paste paints made to sell at a price, cheap prepared paints are cheap in per-gallon price, only. In recent yean the market has been flooded with cheap paints by unscrupulous manufacturer* more intent upon obtaining the purchaser's dollar than in giving him any value in return. Quite naturally, even less thought wa given to the matter of staying in business to serve this customer with repeat business, through it all Sherwin-Wil liams continued to urge quality--the famous `Applesauce" campaign for example--and con tinued to improve SWP through all meant at our command in order to give the customer the greatest possible value for his paint dollar. Spreading test CHEAP paints do not spread as far as SWP. Use comparative test No. 2 on page 14. It takes more gallon* of cheap paint to cover a given surface than it does SWP so the total material cost for the job is usually just as much--and sometimes more--than when SWP is used. Remember it costs more in labor to apply cheap paint because the painter must spread more gallons and requires much more time in attempting to produce a good looking job with cheap paint. Lack of durability SWP will outwear these cheap paints by several years. The user of cheap paints often paints twice while the far-seeing quality paint buyer paints only once. Thus, in order to save i?) a dollar or two at the beginning he is compelled to pay the labor bill all over again when his cheap paint job is crying out for renewal. Remember that the cost for labor is always a bigger item than the cost of the paint used. M |. i |j { i | 1 I j General summary of advantage* found in SWP E reproduce on page* 12 and 13 the sum Wmary of advantages which is printed in full color in every SWP color card. We expect every sales clerk to make himself thoroughly familiar with this. Th* Pigment Combination of SWP Of course the pigment content of SWP must, of necessity, vary with the different colors. For convenience they are grouped as follows: (a). SWP Outsido Gloss White: The pig ments used are White Lead Carbonate, SherwinWilliams OZLO Leaded Zinc (composed of White Lead Sulphate and Zinc Oxide), and Titanium Pigment. (b). SWP Light Tints: Contain the same pigments as the White with the exception that no Titanium Pigment is used (Reasons explained in the text on page 7.) Also tinting colors are required. (c). SWP Dmrk Colors: The very nature of the dark colors precludes the possibility of using white pigments in theirformulation. The basic color is either an earth color or a manufactured color, depending upon the shade. j i j I , , 0007-SWP-035651 0007-SWP-000113145 f MENTION THESE DEFINITE ADVANTAGES; 1. Greater covering SWP will cover approximately 400 square feet per gallon. 2 coats on the average surface while many paints will cover only 250 or 300 square feet on the same surface. This means that fewer gallons of SWP are required. 2. Maximum durability Long after cheaper, paints have failed, SWP will continue to protect, preserve and beautify the surface. Longer service means less frequent 1 repainting, a very important item since labor expense is the largest part of the cost of any paint job. 3. Ear* of application SWP spreads onto the surface with unusual ease. This means less labor is required to apply * a given amount of paint. ! QUALITY OF MAMFAdiat C O L O II S IT would be possible for The Sherwin* Williams Company to cut the cost of SWP Whit. -- Mbn liful -- moat Itstinf white -- SWP House Paint per gallon if we were will, mutt durable house paint ing to use ordinary commercial linseed oil and the cheaper grades of lead and zinc pig* known to science today: SWP Tims and Colors--thtt color card shows bow truo menu --and wc could still show a similar formula! But such grades of materials arc not to character and how deartuned they era -- ero made with colore chemicelty used in SWP. It costs more to mske SWP but it's worth more, in protection, on your house. evolved i $*W Color Works. The "earth color*1' arc selected from choiceet stocks and arc subject to P I G M E NTS rigid impaction before oil in SWkf. mmmmrnmmmmmmmmmmmmmmm Whit* pipmeftte iff preetly and have most im(Minim bttfini upon the purity of color, appearance end durability uf tno (Mint, aiao the cow and iu o of it* application. Wc manufklure and control this* pin* moms in owe own plant*. Not only arc the Anett mate* rials uacd but e*sry peocsta in manufacture it dtsipntd io mafco due pipmeots par* ticularly toiled for tact in SWP. LINSEED OIL FINE GR 1 hi D I IN G n. j,1 i How can a cailoo oi $W P cover so much more surface than inotbar paint which may weigh just as much sad be made oo a pood formula? Here ia a picture of two boats* each cootlining the Mm# amount of shot but with ooe batch considerably smaller than the ether. Ob* serve how much more sur* (ace the small site shot cover. The same principle applies to SWP as compand to paints not proved as Anely --SWP always cones more Separating from the ftamsoed. Altering the oil. removing the mud* lajinous mattnr and aging in storage tanka in ha i lew of the many processes carried out with scrupulous care by Shanwin-Wilfiamt before the oil may he used in SW|>. Inferior United oil makes inferior paint* no matter huw fine the colors and ihe pigmerm may he. LIFE OF THE DEPENDABLE UNIFOltMITY Prom one end of the civiliacd world <o the other -- the cat) of SWP rou pur* chase it always the same dependable pood paint -- today, tomorrow or when* t*er you want it. Faithful adherence to standards of materials, color and work* manship mean that you can always go back and be cer tain that the new can of SW P will be correct in color and the same excellent qual ity wherever or whenever you buy it. The Cover-Lite-Earth Trade-Iflar i rs* 7*n* 0007-SWP-035652 0007-SWP-000113146 t r| r. p 4. Btiuty While SWP House Paint has been formulated to give the greatest degree of durability at the lowest cost "per year of service" it also maintains a lastingly beautiful, clean, smooth and rich looking finish throughout its years of service. St Economy The combination of lower labor cost, fewer gallons of paint and greater number of years service means a lower cost per year for the house protected with SWP. The customer should be made to realize that the thing which counts is the cost of the entire job i.labor and material'1 averaged over the number of years during which the paint delivers satisfactory service. Bear in mind that labor may be as much as two-thirds the cost of the paint job. 6. Covering qualities 5. SWP House Paint has greater hiding power than most paints because of the blend of pig ments used. This extra hiding power makes it possible to obtain solid covering, handsome paint jobs over even the most difficult surfaces and often eliminates the "extra cost" required when paints deficient in hiding power are used. ECONOMY OF USB ECONOMY OF APPLICATION VEN in the first cow of application SWP E costs less money for the painting of your li if aaiily possible to aava lO^fi oo labor c6tt of peini. house than if ordinary paint wera used. Fewer log a house by using SW1*. gallons of SWP are needed and fewer hours Tht paint hides iha surface to completely and it takes of labor are consumed. Year by year your to much less effort in mak* satisfaction continues to increase as you sec SWP keeping your home more attractive, in log the paint look well -- without laps or cloudy spot* -- that the painter can cover addition to the complete protection of the more surface in a day with SWF than with any other surfaces against decay and repair bills. paint. The paint that eaves on labor cost actually costs you lets, no miner what the COVERS MORE SURFACE c o m by thr ?//* may be. fjm t nt s( l"di by (Acnwn Od^<uUby llU-w. Lih/r..-. Cuiairi t -wU by S*nv<a ~* 4 .ne ^rSe4iea^i on Hk. lui. UltlLarm S-Xt Tetsa/ TK* ~UumJ Mc vm Paint TdTrt/ it* [urn J V_ prnjUn T.I any u4 tct+ ' W . The quality of materials u*4 ! ow of iMMlkum I ftsoli in SWF having * cotw- iag capacity of 400 uun (MC, (|04f (MdillMt. I two <04*4 to iIm guile*. Tbit ! figure air vary, depending : upon the condition af the I porosity of tfco surface. ti it I Mir to make pain* that trill | (mm considerably oro tut. /aa but at the sacrifice of ap j pomace, durability and scon* i omy. SWP always aiabaa a bonwfW finish end ia mm CLOSER KNIT FILM DURABILITY Why it SWF more dura ble? Tine grinding packs the pigment! into a tighier film, better protected hy the United oil. Engineers tail ua. alio, that tha turfiet ts hatter protected hy the paint that spreads taiily -- the painter can co*tr the surface Setter -- aspeciallr in difficult places to brush -- and the paint film is more uniform. Best of ingredients also make SWP more durable. Wub SWP .he mimar ftads it much easier to hide a old. discolored surface. This is because its eatremsly ftne ground pigments make a (Inter knit Aim of greatet opacity. Each panicle ia also better protected with its tie of lioteed oil than it pee* iiMa when the paint is nut ground eo this tama ftne* net*. It coue more to make SWp but in closer knit film double* its protective value. REDUCES YOUR COST FOUR-TO-ONE PREFERENCE there it preference of 4 to I for $hefwiaWiJlUmi Products in alt parts td the country. There can he no other reason for this prefer ence than that people every* whore know inat they can depend upon SherwinWilliams fur quality paints. And for this reason ibis famous Covst-tbe-Earth trade-mark has come to he the World's Hast Guarantee of Paint Quality. orm7s CreatestGuarantee of Paint Quality 0007--SWP-035653 0007-SWP-000113147 T* COMPARATIVE TESTS Use These Tests to Show the Superiority and the Economy of Usiny SWP House Paint No. 1--To show superior whiteness of SWP THE difference in whiteness is often noticeable in the package. By painting SWP alongside the paint in question, the difference will be quite noticeable. Use different brushes for each in order to avoid carrying one paint into the other. Bear in mind that we could make a whiter SWP Outside Gloss White if we didn't consider spread out with the finger as far as it will go and still hide the surface solidly. Try to do the best job possible with each paint in order that the customer may see the test is being made fairly. Because SWP spreads easily and covers so well, it will cover more surface than most paints. Of course if the competitive paint is unusually thin, it will probably spread as far as SWP. but in that case it will be deficient in hiding quality. In any event it will take more of the competitive paint to cover a given area solidly. If the difference in spreading is unusually great, a further test can be made by endeavoring to spread the competitive paint as far as the SWP was spread to show the great difference in hiding. j f ; SWP should be reduced with one quart raw linseed oil as recommended for the finishing coat. the wearing qualities of first importance. Paints carrying too high a percentage of Titanium will be whiter but will wear away too rapidly. The proper proportion of Titanium Pigment is used in SWP and results in the ideal combination of pigments, each of which properly reinforces the others. No. 2-*To show superior spreading and hiding 0! SWP Measure out a level teaspoonful of each paint to be tested, scraping a knife across the top to insure correct and equal amount of each. Empty onto a board, always using a board with a pronounced grain, at it will more clearly demonstrate any lack of hiding power. Then No. 3--To compare the weight HILE many manufacturers aim to have a Wheavy white, they do not give the same con sideration to the tints. Therefore take an ivory or cream or other very light tint and weigh them. A balance scale is very effective if available. Place the competitive can on the scale first, then place the SWP can on the other side and let your customer see how the extra weight of SWP over-balances the competitive paint. No. 4--To bring out importance of fine grinding The finer grind of SWP is an added cost which we feel is justified since it increases the hiding and improves the beauty of the painted surface. To show how fineness of grind improves 1 ' 0G07-SWP-035654 0007-SWP-000113148 hiding, take a piece of black cloth and lay it on the counter. On one side place a teaspoonful of powdered sugar and on the other an equal amount of granulated sugar. Take hold of the top of the cloth and let the sugar run down. It will be noted that because of the smaller panicles the powdered sugar will leave a more nearly solid covered surface than does the granulated sugar, because the particles are able to get closer together. That same thing happens in SWP, the pigment particles are closer to gether, thus obtaining a better bond to the surface and giving extra hiding and greater spreading. The following general comments are for the purpose of assisting you in giving information to your trade that will help them to obtain better paint jobs. new paint, the customary methods of repainting will not produce a first-class or lasting paint job. All of this old paint remaining on the surface should be burned off. an expensive but very necessary operation if best results are to be secured. And it is an expense that could have been avoided had the surface been repainted systematically and periodically before the paint film had failed completely in its function of protecting and preserving the surface to which it was applied. Whenever you see a house that is starting to show the need of paint, point out to the owner the economical importance of painting for pro tection, before it is too late. Under average conditions, for maximum protection, surfaces should be repainted approximately every three or four years. When to repaint Thi importance of putty M MANY home owners have their property re painted when the surface appears soiled. Such owners are looking more at the decorative ANY people do not realize the important part that putty plays in maintaining a satis factory and pleasing paint job. Much of the peel than the preservative value of the paint. ing on homes today is traceable to present-day This procedure is highly desirable provided they do not repaint until the surface has at least started to chaUc. If a surface is repainted often, before chalking begins, a heavy film will be built up which may eventually become so thick that it will start to crack and peel. speed of construction. Many homes were built to sell at a price, which meant as little as possible was spent for the paint job and naturally little or no putty was used. The paint soon broke away from cracks and nail holes, and under such conditions moisture penetrated afte.rains and soaked the back of the siding. The sun Repainting periodically in a systematic way drew the moisture towards the surface, where will preserve and protect the surface, and unless it blistered the paint and later caused peeling. there, are some construction defects, these This is not a paint defect, although many home properties will always remain in excellent con dition. owners seem to think so. It could have been avoided in many instances had the surface been There are some home owners who put off painting as long as possible, often to the point where the paint film has lost not only its deco rative value but its protective qualities as well. This is dangerous and expensive because the bare wood will become exposed to the elements, nails will become loosened permitting moisture thoroughly puttied after the prime coat. Such peeling paint should be burned off, otherwise there will be a repetition of the same difficulty Unless the owner is willing- to spend the slight amount extra for thorough puttying, similar conditions will prevail when the time comes 11 repaint. to penetrate and rust the nails, cracks will open We cannot urge too strongly the advisabibtv in the siding, offering other passages for mois of discussing this phase of the paint job with ture to enter during driving rains. Much of the the customer. Impress on him the wisdom of > paint then flakes and peels off and since the old thorough putty job. On one-coat work th - coating must serve as the foundation for the cannot be done, as the putty will not ailhr-- ruimm -- 0007--SVTP-03 5655 0007-SWP-000113149 satisfactorily unless one coat of paint is applied before any puttying is done. Surfaces in the condition requiring considerable puttying should have two coats of paint, with the puttying done between coats. Sea/ the surface tight with putty and pre vent moisture from penetrating. If this proced ure is followed on every repainting operation, SWP House Paint will preserve, protect and beautify the surface idefinitely unless there are certain construction defects or too long a period intervenes between each repainting operation. Thinning paints, different types of surface In investigating complaints we find in ma cases failure is due to improper thinning. Eitr excessive chalking because insufficient Uns; oil was used on a porous surface, or peeling i to improper anchorage or penetration of t first coat, because too much linseed oil and r. enough turpentine was used for the first coat hard, resinous woods, or crawling on bar glossy surfaces where too much linseed on added to the first coat on old work, one or : other is responsible for many paint failures complaints. Proper thinning, therefore, has a very portant bearing on the ultimate durability the paint job and can assist in eliminating u warranted complaints. SINCE so many different woods are used in construction work today, and because these woods have different characteristics, it is neces sary to thin the paint differently, depending on the wood that is to be painted. One cannot, for instance, use the same method of reducing the paint for the so-called soft woods such as white pine and poplar, which have soft fibre and open grain, offering easy anchorage and penetration, as one would on hard, resinous woods such as pitch pine, fir or cypress. Pitch pine and fir sometimes have a gum-coated fibre and pores completely filled with hard gums and resins. On these, oil and pigment penetrate but slightly, while turpentine is more effective than linseed oil. That is why larger amounts of tur pentine are used for the first or priming coat on such woods than are used on the soft woods. Aluminum paint ai a primer The question sometimes arises as to : suitability of Aluminum Paint as a primer : exterior surfaces. We have been making coi parative tests over a period of years and ha found from these tests that better results a obtained with three coats of SWP House Pai. than when Aluminum Paint is substituted f the first coat. Examination of surfaces h shown aluminum particles standing on end ar protruding thru the finish coat instead "leafing" or laying flat on the surface as the are supposed to do. This has a tendency to git a gray or dirty appearance to a white film contrast to the clean, white secured when ; three coats are SWP Outside Gloss White. 1 the many tests which have been conducted t our laboratories, decidedly better results ar. Cypress has an oily fibre and should be a more uniform finish has been obtained whs thinned the same as the hard resinous woods, ' surface finish has been built up with SWP on! except it is advisable to replace a part of the turpentine with a more volatile thinner, such as Causes of paint failures en sidewall solvent naphtha, which more readily dissolves the oil, permitting better penetration. In the pocket on the inside of the back cav you will find a copy of Circular No. 355 issu; 'Hie greatest care haa been given to the by the Educational Bureau of the Americ; reduction recommendations for SWP printed Paint and Varnish Manufacturers' Associate on the labels and color cards. They are the entitled "Causes of Paint Failure on Sidewalk result of a large number of tests on all types by Otto R. Hartwig. This circular explains ar of surfaces. Study and learn what these recom illustrates clearly causes of paint failures whu mendations are so you can use them intelli you should study because it will often enab gently when discussing SWP with your trade. you to trace the reason for paint failures. *.# 0007-SWP-035656 0007-SWP-000113150