March 29, 2005 12:19 ET

KILZ ® Uncovers America's Newest Domestic Debate

New Survey Reveals: Couples Go Head-to-Head Over Color

ST. LOUIS, MO -- (MARKET WIRE) -- March 29, 2005 -- There's an issue being hotly debated in America's homes -- and it's not about politics, money or in-laws -- it's about paint. According to a new survey, the KILZ® Roller Report, more than half of couples redecorating a room disagree about paint color.

"In my experience, the one thing I see men and women consistently disagree about is the color of the walls," said Lee Snijders, host of HGTV's "Design on a Dime." "Someone's choice of color is a reflection of their taste and personality and is often the most difficult decision during a home improvement project."

Considering Americans will spend $175 billion on home improvement this year(1), KILZ®, America's #1 primer, conducted the KILZ Roller Report(2). The report polled members of the Interior Redesign Industry Specialists (IRIS) to uncover expert insights as to what really happens when homeowners set out to revamp their homes.

To Paint Or Not To Paint . . .

--  Paint color is the most common item couples disagree on when
    redecorating a room (45 percent), followed closely by picking out furniture
    (38 percent) and deciding how to create more usable space (11 percent).
Sloppy Shortcuts
--  More than 65 percent of IRIS redesigners' clients admit skipping the
    priming step before painting.
--  Paint color and the project cost are the top two concerns consumers
    have when redecorating a room.
Getting With the Times

According to the report, the most common words used to describe a room that a homeowner is looking to redesign are:

    -- Outdated (48 percent)
    -- Cluttered (20 percent)
    -- Impersonal (16 percent)
Spring Into a New Project
-- More than half (52 percent) of respondents said spring is the most
   popular season to redesign a room.
    -- 35 percent chose fall
    -- 7 percent opted for winter
    -- 6 percent selected summer

-- Experts revealed that more than half (54 percent) of their clients
   delve into a redesign project because they've relocated.
    -- 35 percent shake things up after their children head off to college
    -- A baby's arrival is incentive for just 11 percent of Americans
Color Me Trendy
-- According to the experts polled in the KILZ Roller Report, today's
   hottest colors include (in order of preference):
    -- Sage greens (bamboo, moss)
    -- Golds (millet, Tuscan, butter and mustard)
    -- Reds (warm reds, rust and terra cotta)
    -- Taupes (neutrals, chocolate brown and khaki

-- In 2000, the following colors were all the rage:
    -- Whites
    -- Blues (teal, navy and slate)
    -- Mauves (pink, peach and burgundy)
    -- Hunter green

-- Looking into their crystal balls, IRIS members predict the following
   colors will be trendsetters in 2010:
    -- Blues
    -- Creams
    -- Reds
    -- Greens
Home improvement guru and design expert Snijders knows from experience how important it is to complete a quality project that's also cost effective. Known as a "rule breaker" in the design industry, Snijders has partnered with KILZ to provide consumers with his non-traditional approach to redesign a room -- on their own. Following are his top recommendations:
--  DESIGN CENTS:  Painting is the cheapest way to redesign a room.  A new
    color can change the tone of a room and you can easily do it yourself.  If
    you need to make an instantaneous change, accessorizing with plants,
    hanging new artwork or including an area rug can refresh a space in under
    five minutes.
--  MOVE IN:  Placing furniture away from walls actually makes the room
    feel large.  Consider angling chairs and moving couches in groups to create
    a cozy conversation area for guests.
--  A TOUCH OF COLOR:  When painting over a dark wall, be sure to tint
    your primer with a shade lighter than your topcoat color first.  This will
    help ensure a perfect finish, and ultimately save money because you'll need
    less topcoat to take your walls from one color to the next.  Snijders
    recommends a general purpose, water-based primer, such as KILZ® Premium,
    for best results.
--  GO DARK:  Darker colors actually make your room look larger.  A dark,
    flat paint brings depth to an otherwise small room and light colors make a
    room feel more airy - not larger.
--  EDIBLE WALLS:  Paint kitchens the color of food to entice your guests
    to get in the mood to eat.  Consider eggplant, caramel, reds and Tuscan
About KILZ®:

Introduced in 1974, KILZ® is the original stainblocking primer for professionals and do-it-yourself home improvement projects. Designed to tackle the toughest stains, KILZ is available in multiple formulas. For more information, call 866-PRIMER-1 or log onto KILZ™ Casual Colors™ offers a full line of premium quality paints with a one-coat guarantee. Comments and questions can be directed to 866-ASK-KILZ or HAMMERITE® Rust Cap® is a long-lasting quick dry enamel that lets you paint right over rust, with no primer needed. Visit for more information. KILZ®, KILZ™ Casual Colors™ and Hammerite® Rust Cap® are part of the Masterchem Industry LLC, which is based in St. Louis, Mo.

(1) National Association of Home Builders, 2003.

(2) The KILZ® Roller Report survey was fielded by Zoomerang, Dec. 2004 - Jan. 2005.

Contact Information

  • For more information, contact:
    Ashley Fullman
    CKPR for KILZ