Visual Paint

For years U. S. paint manufacturers have tried to sell homeowners the virtues of paint instead of wallpaper. Their difficulty was that housewives couldn't visualize from a color card what their walls and trim would look like after paint was on. With wallpaper they could take home sample books and see for themselves. To overcome this handicap, Cleveland's big Sherwin-Williams Co. launched an ambitious $250,000 project.

Last week in the hands of the No. 1 U. S. paintmaker's 6,300 dealers were the results--25,000 copies of a big (over 2 sq. ft.) heavy (7 Ib. 6 oz.), costly ($10) style guide. Designed to replace the old color chart, its 236 color plates showed houses, living rooms, kitchens, bedrooms, etc. in coats of many colors. Each oversize plate was an extraordinarily clear and detailed color photograph of an actual paint job. With housewives able to see how colors look on wall and woodwork, Sherwin-Williams hoped to touch off a housepainting renaissance.

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