Mark Golden on Paint

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Read the label?

9 October, 2006 (01:01) | From Home

Writing a label is a bit like writing Haiku; there are strict standards and requirements with very little space. The best label will have all the essential information and provide it in legible format in the appropriate language.

Unfortunately, because of the various requirements in different countries as well as in different States we are left with a label strategy that suggests we are better off with less information on the label. In Canada and in France there are ‘label police’ with the potential of fines, if the languages are not of complete equivalence. So we deliberate and obsess endlessly about what to include and what to leave off. These debates can go on for months.

For what benefit I’m not sure… So we start off each new search for the perfect new label with what we think are the most important values for our customers. I always start with the color swatch on our labels. We began this effort to assist customers in knowing exactly what to expect inside. About 10 years later we added the black bars to the label to give customers a better idea of the transparency or opacity of each color. Although it is quite often that customers open the jars or tubes to see the color inside, (which is particularly silly in acrylic because to see the color, you really need to see the dried swatch).

Besides the name of the color, I think the most important information includes the products lightfastness, the pigment, the binder (in our case acrylic), and the information on the safe use of the material. Our safe use directions are unique in the industry. It took months of writing, working with toxicologists and health advocates to craft what we believe is the most accurate information about these materials. But as we go forward we are going to have to lose a good deal of this information as it is just not possible to include it in a way that is legible and responsible on some of the smaller labels. So we will continue to obsess about these labels as we go forward.

My question is… do you actually read the label? Should we just get over ourselves and stop driving everyone crazy? Is it just enough to have the name of the product on the label and that’s where most of you stop reading???

A golden label
Words weigh in different lay
Nay, colors don’t lie




Comment from Anonymous
Time: October 9, 2006, 8:21 am

Aaron, It absolutely does help! Thanks Mark

Comment from Anonymous
Time: October 10, 2006, 12:13 am

yeah, that hand paint stripe is the best thing ever!!! i actually liked it so much the first i started to buy this brand…. now i use it exclusively, lol…..

Comment from Anonymous
Time: October 10, 2006, 4:25 pm

Maureen, Please give our Tech Support group a phone call ASAP. This is exactly the sort of issues they can address directly with you. I think it is very important to understand the way you work before giving this advice. 1 (800) 959 6543

I will comment briefly though about the Acrylic Flow Release. It is a concentrated surfactant. It should be diluted before adding to your paint. It is an additive and contains no binder. As such, adding too much will make the paint film too soft and too tacky. Hope this helps. Regards, Mark

Comment from Anonymous
Time: October 20, 2006, 3:18 am

Search for fulfillment
Real Expression – Color – Depth
True Satisfaction……

I always read the label – the translucent tones work very well on glass…

Comment from Anonymous
Time: October 22, 2006, 9:36 am

Adrienne, I was at least hoping for one Haiku in return. Thanks!!! So glad you enjoy the lectures. We are so fortunate to have wonderfully talented artists and teachers supporting our arts community and sharing their knowledge. Warmest regards, Mark

Comment from Anonymous
Time: December 2, 2006, 8:02 pm

Being a label manufacturer myself, it is a habit for me to read and scrutinize all labels on packaging. The best design idea is having the hand painted swatch of color on the tube labels…genius! Being somewhat color blind (yea, i design labels and paint with golden artist color), the printed tube color and swatch are extremely helpful…and it deters me from opening the tube in the store to check out the color.

Labels provide very important information and everyone should read them.

Comment from Anonymous
Time: December 26, 2006, 9:44 pm


What colours are safe to use during pregnancy.

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