The Paint Quality Institute: an industry resource.

Everyone in the paint industry benefits when consumers have access to information about the different types of paints, coating technologies, and painting techniques that are available for various interior and exterior applications. Since 1989, The Rohm and Haas Paint Quality Institute (PQI) has accepted as its mission to educate consumers, contractors, and retailers about the advantages of using high quality paints and appropriate painting techniques. In recent years, PQI has added to its resources information on cutting edge trends in color, decorative techniques, and innovative new ways to use paint. Initially focused in North America, the Institute has expanded to Europe, Latin America, and Asia Pacific.

The Architectural and Functional Coatings group within Rohm and Haas recognized the need to communicate information about the differences between paints and paint technologies in the 1980s when the do-it-yourself (DIY) and contractor markets experienced dramatic growth rates. Consumers at that time typically assumed that all paints were equal. The company decided to launch a publicity campaign focused on emphasizing how different paints and paint technologies are designed for different applications, and the importance of selecting the right quality paint for the job.

A primary source of information for PQI has been the in-depth experience and practical findings generated by Rohm and Haas' broad range of testing facilities located at 14 different sites worldwide. "When we initiated the PQI project, attention was drawn to the many exterior test panels we have and how the results obtained from these ongoing experiments clearly demonstrate the benefits of a quality paint job," notes Debbie Zimmer, director of PQI Communications and Media Relations for North America. Exposure studies in one facility alone with over 30,000 test panels and more than 100,000 different paint formulations have been carefully analyzed. The data supports the premise that premium, top quality paints deliver the best durability and overall performance.

Initially, the focus of The Paint Quality Institute was to share information mainly for exterior applications with various media and news outlets. PQI has expanded to include interior paints, surface preparation, and painting practices. Resources on color selection and decorating and design are also now an important part of PQI's offerings. "For the most part, people are concerned with durability of exterior paints," says Ms. Zimmer. "When they paint the inside of their homes, in addition to durability, color schemes are also a primary interest. To support this need, we have developed materials on the color and design aspects of interior paint jobs. As a result we are able to serve the public and share our quality message at the same time and in a much more coherent fashion," she adds.

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A key factor in the success of the Paint Quality Institute is its neutrality with regard to paint brands. PQI has a charter of independence and objectivity, and does not provide specific commercial product recommendations. PQI stresses the use of high quality paints and tools. Consumers are encouraged to determine the type of paint, primer, stain, or clear coating suitable for their specific application, to identify a top-of-the-line product from a reputable manufacturer or retailer, and seek more specific, individual advice from a local paint retailer. "Having established itself as unbiased, PQI is looked upon by members of the press as offering non-brand information on color and design trends and new paint technologies, and as a resource providing an understanding of paint technology," explains Ms. Zimmer.

The end result is a win-win-win situation. The end user learns how to obtain a high quality paint job, whether done by a contractor or individually. Paint manufacturers, distributors, and retailers receive strong support for their top-of-the-line products. And PQI gains insight into consumer and contractor needs that can be used for development of information and guidelines.

The success of the PQI initiative underscores the effectiveness of the approach. PQI has expanded beyond North America and now has people actively developing resources in Germany, France, Brazil, China, and Australia. Websites are also available around the globe, according to Ms. Zimmer. In 2005, Rohm and Haas launched the Industrial Paint Quality Institute (IPQI) to serve the light- and medium-duty industrial paint market.

Because its main goal centers on educating various audiences on how to obtain the best results with their paint projects, PQI shares its content and resources with organizations and encourages their use of the information. PQI Magazine is available to suppliers, contractors, and retailers, and provides information helpful for their jobs. On the PQI North American website (www.paintquality.com), resources include monthly articles, online DIY and Contractor newsletters, and a new online store. A monthly, seasonal website article offers information for the DYI audience. Other features include the PQI Paint Project Planner; Digital Color Wheel; Paint Design Center; Prep, Prime and Paint resource; Paint Problem Solver; and the Do-It-Yourself Paint Resource Center.

Users are encouraged to subscribe at the website to the DIY and contractor newsletters. These include tips and techniques, information on changes in regulations, ways to use paint and color, and many other topics. New in 2005 is the PQI training series, available as a two CD set, designed for the paint professional--contractor and salesperson alike. Ms. Zimmer notes, "The new training CD set is a comprehensive compendium of important topics ranging from the role of the various paint ingredients to surface preparation to color and decorating."

For the future, PQI is considering developing materials for additional audiences, including the design community and Hispanic and Latino end users within the U.S. One example already is the popular Remedies for Common Paint Problems pocket fan deck, which is now available in Spanish.

The overall goal of these projects, and others in the works at PQI, is to increase the program's ability to achieve its mission of educating the public and all sectors of the industry about the benefits of and means for obtaining a top quality paint job. "The Paint Quality Institute is all about supporting industry efforts in education," stresses Ms. Zimmer.