For More Information, Contact:
Kelly Felter, C-K
312/616-3820 / kfelter@c-k.com
Anna Erhard, C-K
312/616-3836 / aerhard@c-k.com
IF YOUR WALLS COULD TALK: KILZ® BRAND ROLLER REPORT
SURVEY FACTS AND TIPS FROM HGTV’S LISA LAPORTA
The fifth annual KILZ® brand Roller Report survey: “If Your Walls Could Talk,” reveals surprising insights about how men and women perceive interior and exterior home décor and offers clues on how to woo your sweetheart with your home’s design. The report, which surveyed more than 1,000 U.S. and Canadian homeowners, finds that while taste in personal décor differs between the sexes, men and women agree that interior design is a key indicator of their mate’s personality and maturity level.
KILZ brand spokesperson Lisa LaPorta, designer and host of HGTV’s Designed to Sell and Bang for Your Buck, interprets the survey results and provides tips to add personality and appeal to your home décor.
Men and women want to woo from home.
SURVEY FACT: Given the current economy, 56 percent of people would rather dine in with friends than eat out at a restaurant.
LAPORTA: A restaurant’s décor is one of its key draws, and most restaurant designers rely on the same basic ingredients: lighting and color. This weekend, consider staying in rather than splurging on a meal at a restaurant. For less than $100 – often the cost of dinner for two – you can create the same ambiance in your own dining room. Replace overhead fluorescent lights with lamps and candles to create a flattering glow and cast dramatic shadows. Choose a neutral, inviting wall color like warm gray or buttery tan as a backdrop, and complete your look with bright red, orange or pink accents to stimulate your dinner party’s conversation. Red tones are also said to boost guests’ appetites, ensuring friends will feel welcome to help themselves to seconds.
DIY décor trumps diamonds and designers.
SURVEY FACT: Most women (85 percent) would prefer a $5,000 room makeover versus an equally pricey pair of diamond stud earrings, and 88 percent of men would prefer a $5,000 deck or garage makeover versus a watch with the same price tag.
LAPORTA: In general, consumers today are more concerned with making practical, safe investments – but you don’t need to spend a fortune to give your living space a facelift. Applying a fresh coat of primer and paint is the easiest way to transform a space with minimal time and financial investment. Updates to your home can also increase its value and curb appeal, which is especially important given today’s housing market.
Ladies, your friends don’t like your home décor, but they probably won’t tell you.
SURVEY FACT: More than half (51 percent) of women dislike the décor in at least one room in their best friend’s home, but only 55 percent of women would tell them.
LAPORTA: It’s important to listen to your instincts when designing your home. Everyone has different personal taste, so it’s important to pick a design palette that reflects your personality and sense of style. Don’t be afraid to play with bold wall colors and dramatic accents you feel drawn to. They will help make your home feel more personal, and because you can easily start fresh with a coat of primer like KILZ® Premium or KILZ Clean Start™, you can keep choosing colors until you find one that fits you best. Still nervous to plan décor all on your own? Ask a friend for advice about where to begin, but be sure to incorporate your own personal flair throughout.
Guys, your apartment’s style speaks volumes (and immature décor is a no-no).
SURVEY FACT: Sixty-three percent of women consider home décor a key indicator of a man’s personality and maturity level, and 39 percent are turned off by posters and sports memorabilia.
LAPORTA: Just because many women are turned off by rock ‘n roll posters and sports gear doesn’t mean you have to lose yourself to appear mature. Select one or two of your favorite pieces and have them professionally matted to make them feel more like one-of-a-kind art than part of a giant collection. Consider rearranging your furniture so your oversized television isn’t the focal point of the room. Living areas should encourage interaction, and this is hard to do when all seating is pointed toward one wall. Instead, create groupings of furniture that feel welcoming to a member of the opposite sex – you can always rearrange for easier viewing on the night of the big game.
Ladies, bright wall colors are a buzz kill.
SURVEY FACT: Sixty-two percent of men say a woman’s home décor is a key indicator of her personality and maturity level, and 66 percent prefer neutral walls to bolds.
LAPORTA: While bold wall colors are a great way to express your personal taste, some can be intimidating and distracting to a new male suitor. The good news? You can quickly change a bright colored wall to a more appealing tan or beige by starting with a high quality, fast drying primer like KILZ® Premium, which allows for fewer topcoats to hide any traces of your past extravagant paint decisions. Make your home feel inviting and comfortable by starting with a neutral palette and introducing your own style through colorful accent pieces like paintings, area rugs, floral arrangements and candlesticks. Avoid displaying collections of your childhood dolls, jewelry or photos of you and your girlfriends on vacation in the main living area. Men want a chance to get to know you, and revealing too much upfront can be a turnoff.
Décor means more to “taken” men.
SURVEY FACT: While more than 50 percent of men would spend time and money on home improvement projects to impress a new love interest, even more (81 percent) would invest in home décor to appease a current partner.
LAPORTA: Both men and women should strive for a gender-neutral design aesthetic. Priming with a product like KILZ® Premium and topping it with rich grays, creamy tans and soft browns is a great place to start. From there, incorporate personal touches that appeal to both sexes, like an oversized chair that feels masculine, but upholstered in a softer hue. The juxtaposition makes for interesting décor that allows both sexes to feel at home.
Sloppy home maintenance scares the neighbors away.
SURVEY FACT: Thirty-nine percent of men and 21 percent of women would be less friendly to a neighbor who neglected their home’s exterior.
LAPORTA: Unfortunately, it’s often easy to judge a book by its cover, especially when the exterior of a home can be the only insight a nosy neighbor has into your lifestyle. Landscaping, exterior painting and home staging offer clues to a home’s internal appeal and can greatly affect how neighbors, friends and passers-by assess a space’s value. Invest in quick and inexpensive projects to bolster your home’s curb appeal. Repainting chipped shutters and dinged up garage doors will increase your home’s resale value and boost your reputation on the block.
Being environmentally responsible is sexy.
SURVEY FACT: Nearly half of men (41 percent) and one-third of women (33 percent) would rather date a person who uses so-called “eco-friendly” products versus one who does not.
LAPORTA: The perception that environmentally-responsible decorating is expensive is a myth and there is no need to feel overwhelmed. Start small by using a zero VOC* primer like KILZ Clean Start™ and low VOC water based paints (check the product labels for VOC content), switching to compact fluorescent light bulbs, and purchasing ENERGY STAR® qualified appliances. These small changes will refresh your home and could have a positive impact on your energy bills and the environment.
Mom’s No. 1 focus is the kid’s room.
SURVEY FACT: One in five moms spends more time and money on her child’s room than other areas of her home.
LAPORTA: It’s important to inspire your child’s creativity by viewing the bedroom as an evolving environment. Encourage your child to take an active role in their room’s décor by allowing them to choose their paint colors. Low VOC water based products like KILZ® Casual Colors® paint and zero VOC* products like KILZ Clean Start™ primer are low odor and a good choice for a child’s room. Check the product labels for VOC content. Most importantly – don’t be afraid of the bright pink or Kelly green hues your child might choose. Bold or bright colors can easily be covered with a high quality primer as your child’s tastes change.
Visit www.KILZRollerReport.com and www.NewFromKILZ.com for more information.
*Per EPA Test Method 24. See product label for more details.
Survey Methodology
The KILZ brand surveyed 1,071 male and female homeowners who are 18 years old and older across the United States and Canada (75 percent U.S. citizens and 25 percent Canadian citizens) through a third-party research organization in April 2009. The homeowner sampling error rate is +/-3% at the 95% level of confidence.
About Masterchem Industries, LLC
Masterchem Industries, founded in 1954 in St. Louis, Mo., is committed to developing, manufacturing and marketing the highest quality and most innovative specialty coatings available to consumers and professional contractors. The company specializes in architectural paints and primers as well as waterproofers, concrete care products, applicators and stains. Masterchem Industries’ brands include KILZ®, KILZ 2®, KILZ® Casual Colors®, HAMMERITE®, Rust Cap® and others.