Pigments serve many functions in paint other than supplying colour. Characteristics such as durability, hide, gloss, and fading are influenced by the choice of pigment. This webinar explores how color choices affect the appearance and performance of architectural paints. The discussion will focus on the types of pigments used in architectural paints, how paint is tinted, and how the choice of pigments and colorants influence factors such as hide, gloss, fading, durability, and price. Attendees will be able to identify types of pigments, types of colorants, and learn the advantages of advanced waterborne colorants.