This article is outdated. Deep based colors were an increase in price back in the 90's. Most stores have a standard price for all colors now. The problems the author are citing are outdated and rarely happen. This is the 2nd time I've seen this article being emailed out, it's irresponsible of angies list to keep sending out this poorly written and inaccurate article.
OF the different type of customers there are at least two: cheap charley's and people who want great results. I agree the need for wall repair is critical to the end results. Most critical is for the customer to be told ahead that the walls are going to need exactly what is needed. This means the contractor must look, touch, examine the walls for defects and needed work. I've been a building manager for 40 years and seen a few paint jobs. Typically a contractor does a lot of talking about how expert he is, but the guys who walk through with note pads, iPads, examine, measure, point things out, explain and recommend are the ones I will deal with. It confirms if they know what the business. Nobody likes the workers to show up and when you talk about the job they're going to do they know nothing but they we were told to be here. Their boss who bid the job doesn't supervise - a big no no around here. Nobody likes surprises or worse, at the end of a job that's not right getting a bunch of little kid excuses. Contractors that do not like the customer to be around looking at the progress don't get the job.
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My wife and I just painted the interior of our house with about 6-8 gallons, of $30+ per gallon (meaning the good stuff, non-diluted) with absolutely fantastic results. However we just paid an average of $5 per gallon. Reason...all big box stores have paint, set aside, that has been mixed but not picked up by the customer. They need to sell it quick and if you're not in a hurry (you know well in advance that a room or two need painting and it's not like the roof leaking and needs an immediate fix) you can go to each store when you need other supplies or food, like Walmart (when convenient, driving 20 miles to each is not worth it) and over the course of a month or two, pick out some very nice colors of quality paint. We found perfect colors...not saying they were our first choice but when we opened the can, very nice and some even better than our original picks. Cost to paint the entire house was about $100, with all materials included, period. We had it on the market for a few months to sell, didn't sell, painted the rooms, got 2 offers the day after we finished, took the best one and never looked back.
Generally, it will take a minimum of two gallons of paint to cover a room. At the highest end, paint will cost anywhere between $30 and $60 per gallon and come in three different finishes: flat, semi-gloss or high-gloss. Flat finishes are the least shiny and are best suited for areas requiring frequent cleaning. Semi-gloss finishes are a bit shiny but can also be easily cleaned. A high-gloss finish is stain-resistant and easy to clean. Traditionally, living rooms should be painted with a flat finish to allow the paint to stand out. Glossy finishes should be reserved for hallways, and a semi-gloss is best suited for trim. Invest in pre-primed paint whenever possible. This cuts down on time by combining the layering process. Almost any paint job will require a primer, which will cost anywhere from $7 to $15 per can. Primer helps the paint to stand out against the underlayer of paint it's covering, especially if the new paint is lighter than the old coat. You will need at least two cans of primer, if not more, to cover one wall. Here are some paint brands and their average price per gallon: