Painting & Coating Industry (PCI) logo Powder coating summit logo
  • Sign In
  • Create Account
  • Sign Out
  • My Account
  • NEWS
  • PRODUCTS
  • MATERIALS
  • TECHNOLOGIES
  • FINISHING
  • RESOURCES
  • EVENTS
  • DIRECTORIES
  • EMAGAZINE
  • CONTACT
cart
facebook twitter linkedin youtube
  • NEWS
  • Latest News
  • Market Trends & Reports
  • Price Alerts
  • Subscribe to eNewsletters
  • Global Top 10/ PCI 25
  • Weekly Featured Article
  • COATLE Word Game
  • PRODUCTS
  • Product News
  • Must See Products and Services
  • MATERIALS
  • Additives
  • Resins/Polymers
  • Pigments
  • Equipment
  • Distributors
  • TECHNOLOGIES
  • Adhesives
  • Architectural Coatings
  • Industrial Coatings
  • Nanotechnology
  • Powder Coatings
  • Solventborne
  • Special Purpose Coatings
  • Sustainability
  • UV Coatings
  • Waterborne
  • Waterborne
  • FINISHING
  • Finishing News
  • Finishing Technologies
  • Finishing Equipment
  • RESOURCES
  • Columns
  • Blogs
  • Coatings Supplier Handbook
  • Podcasts and Videos
  • PCI Store
  • eBooks
  • Sponsor Insights
  • White Papers
  • COATLE Word Game
  • Columns
  • Ask Joe Powder
  • Did you know?
  • Distribution Dive
  • Focus on Canada
  • Formulating With Mike
  • Innovation Insights
  • Moody's Coatings Conundrums
  • Powder Coating Perspectives
  • Target the Market
  • TiO2 Insider
  • Blogs
  • Editor's Viewpoint
  • Industry Insights
  • Podcasts and Videos
  • COAT-IT! Podcast
  • Videos/PCI TV
  • EVENTS
  • Coatings Trends & Technologies Summit
  • Paint and Coatings Academy
  • Webinars
  • Calendar of Events
  • Lifetime Achievement Award
  • DIRECTORIES
  • Buyer's Guide
  • Equipment Directory
  • Materials Directory
  • EMAGAZINE
  • Current Issue
  • eMagazine Archive
  • China Issue Archive
  • Editorial Advisory Board
  • CONTACT
  • Contact Us
  • Advertise
  • Subscribe to eMagazine
  • Subscribe to eNewsletters
Painting & Coating Industry (PCI) logo Powder coating summit logo
search
cart
facebook twitter linkedin youtube
  • Sign In
  • Create Account
  • Sign Out
  • My Account
Painting & Coating Industry (PCI) logo Powder coating summit logo
  • NEWS
    • Latest News
    • Market Trends & Reports
    • Price Alerts
    • Subscribe to eNewsletters
    • Global Top 10/ PCI 25
    • Weekly Featured Article
    • COATLE Word Game
  • PRODUCTS
    • Product News
    • Must See Products and Services
  • MATERIALS
    • Additives
    • Resins/Polymers
    • Pigments
    • Equipment
    • Distributors
  • TECHNOLOGIES
    • Adhesives
    • Architectural Coatings
    • Industrial Coatings
    • Nanotechnology
    • Powder Coatings
    • Solventborne
    • Special Purpose Coatings
    • Sustainability
    • UV Coatings
    • Waterborne
    • FINISHING
      • Finishing News
      • Finishing Technologies
      • Finishing Equipment
    • RESOURCES
      • Columns
        • Ask Joe Powder
        • Did you know?
        • Distribution Dive
        • Focus on Canada
        • Formulating With Mike
        • Innovation Insights
        • Moody's Coatings Conundrums
        • Powder Coating Perspectives
        • Target the Market
        • TiO2 Insider
      • Blogs
        • Editor's Viewpoint
        • Industry Insights
      • Coatings Supplier Handbook
      • Podcasts and Videos
        • COAT-IT! Podcast
        • Videos/PCI TV
      • PCI Store
      • eBooks
      • Sponsor Insights
      • White Papers
      • COATLE Word Game
    • EVENTS
      • Coatings Trends & Technologies Summit
      • Paint and Coatings Academy
      • Webinars
      • Calendar of Events
      • Lifetime Achievement Award
    • DIRECTORIES
      • Buyer's Guide
      • Equipment Directory
      • Materials Directory
    • EMAGAZINE
      • Current Issue
      • eMagazine Archive
      • China Issue Archive
      • Editorial Advisory Board
    • CONTACT
      • Contact Us
      • Advertise
      • Subscribe to eMagazine
      • Subscribe to eNewsletters

    A Novel Technique to Improve Hiding In Titanium Dioxide Pigmented Architectural Coatings

    February 26, 2001
    Recent developments have shown that smectite minerals can be used to reduce the cost of TiO2 by $15 or more per 100 gal of paint.

    Figure 1 / The Surface of a Crystal
    Smectites consist of a group of layered silicates. These products occur naturally in aggregates of extremely platy crystals. The individual crystals are submicron sized particles with aspect ratios of approximately 500:1. Furthermore, these crystals have an interesting ionic nature. The surface of the crystal has a substantial quantity of negative charges, while the edge of the crystal consists of a network of positive charges (see Figure 1). Counterbalancing the negative ionic charges within the body of the individual platelets are cations, typically sodium or calcium. Monovalent sodium ions will disassociate from the surface of the individual crystals to allow the underlying ionic nature of the crystal itself to be expressed in aqueous environments. Divalent calcium ions do not disassociate from the surface and thus do not allow the ionic nature of the crystal to manifest themselves. As a practical matter, this gives rise to the notion of what is commonly known as “swelling” smectites when the preponderance of the counterions are sodium. Swelling (sodium) smectite will act as a low shear viscosifier in many systems, in addition to having significant titanium dioxide extension characteristics. Calcium smectites, on the other hand, do not possess any significant capacity to viscosify. The widespread commercial availability of both species of smectite (calcium and sodium) allows the formulator a significant degree of flexibility in tailoring the system to customers’ specific needs.

    Smectite (particularly the sodium variety) has been used extensively in architectural coatings at relatively low levels (0.2–0.4% by weight of the formula) to control settling and syneresis and to impart sag resistance. Little (if any) work has been done to validate the pigment extension properties of smectite in architectural coatings at higher loadings (up to 1.2% of the formulation by weight).

    For purposes of this study, two formulations were chosen that represent fairly straightforward adaptations of typical interior grade architectural coatings. The first is a 30% volume solids, 60 PVC flat vinyl acrylic formula. It contains (per 100 gal of paint) 125 lbs of TiO2, 245 lbs of 6-micron calcium carbonate, and 75 lbs of delaminated kaolin. The second is a 30% volume solids, 28 PVC semigloss vinyl acrylic with (per 100 gal of paint) 125 pounds of TiO2 and 106 lbs of 6-micron calcium carbonate. The controls for each formula were thickened with 5 lbs of hydroxyethylcellulose per 100 gal. All formulations used in this study are presented in their totality in the sidebar.

    Within the scope of this evaluation, two test techniques were used. The first is the classic Bird bar drawdown, performed at three mils wet film over a Penopac chart. The contrast ratio is simply the reflectance of the black area over the reflectance of the white area. The second procedure is a method developed to more accurately reflect real-world application of architectural coatings. In this test, a piece of Kem-Glo paper is first prepared by bounding a 3-square-foot area. Into this area a 40 ml sample of paint is poured. This sample is then applied with a seasoned roller. The resultant film is dried and the contrast ratio is expressed as the reflectance of the gray area over the white area. While the first method minimizes the impact of rheological differences in the different coatings, the second addresses the fact that homeowners don’t actually paint their homes with Bird bars. In both methods, five readings were taken using a template for each region; these readings were averaged for purposes of calculating contrast ratios.

    Figure 2a / Drawdowns - 60 PVC
    The first portion of the study was a comparison of four different smectite products to determine the relative ability of each to act as a titanium dioxide extender in a high PVC (PVC=60) paint. The four products were a dry sodium smectite (dry NaSm), dry calcium smectite (dry CaSm), a slurried sodium smectite (slurried NaSm), and slurried calcium smectite (slurried CaSm). The slurrying technique is described in a patent issued to Southern Clay Products Inc. Each of the four smectite products were added to the two different vinyl acrylic paints at four levels — 3.60, 7.18, 10.78, and 14.37 dry pounds per 100 gal of paint. Hydroxyethylcellulose loads were reduced to accommodate any increase in viscosity from the smectite. Figure 2A shows the results of Bird bar drawdowns for these 60 PVC paints.

    Figure 2b / Rollouts - 60 PVC
    Figure 2B presents graphically the contrast ratio results for these same paints when they are actually applied with a seasoned roller according to the test method earlier described.

    The data clearly shows some substantial trends in this portion of the study. Contrast ratios and reflectance values in general increase measurably with the incorporation of smectite in this coating system. When comparing rollouts to drawdowns, we see an increase in the reflectance values over white substrate and lower contrast ratios with rollouts, despite the fact that the ratio is now being measured over gray substrate vs. black for the drawdowns. This is due to the texture imparted to the film by roller application vs. a Bird bar. This is a much more real-world test and, in fact, closely reflects what has been seen in commercial applications. The contrast ratio differences between the control and the smectite-containing products in rollouts can range up to seven units vs. five units with the drawdowns. It is believed that this difference is due primarily to improved film consistency with smectite containing formulations. This improvement is seen in rollouts due to a more attractive, finer texture in the applied film, resulting in less profile in the film itself. Of further interest is the fact that these contrast ratio improvements were seen in spite of higher reflectance values over white substrate. This forces the improvement over the darker substrate to be even more substantial to record a measurable difference in the contrast ratio. Look, for example, at the readings for dry NaSm applied by drawdown at a 14.37 pound loading. The contrast ratio improves by 3.77 units vs. the control in spite of a 1.91 increase in reflectance over white. This increase in white reflectance forced the black reflectance reading to increase by 5.21 units to register the previously noted 3.77 unit increase in contrast ratio. What does this mean in plain English? Not only does the paint hide better, but it is whiter.

    Figure 3a / Drawdowns - 28 PVC
    Let us look at the 28 PVC formula next. The data will be presented in the same formats used for the 60 PVC formulations. In these formulations, only the slurried smectite variants were evaluated. Figure 3A shows the results of using the Bird bar drawdown application technique. The quantities of smectite and TiO2 are identical to the amounts added to the 60 PVC formulation. The calcium carbonate is reduced and the kaolin is eliminated.

    Figure 3b / Rollouts - 28 PVC
    Figure 3B shows the results of applying these same paints using the roller method. Detailed data is presented in Tables 1A and 1B.

    Table 1A / Drawdowns 28 PVC, 30% NVV
    In this evaluation, it is more clearly seen why the roller application test method was developed. Were the sole measurement scheme to be the drawdown bar, no improvements would be seen. When we look at the slurried NaSm in a rollout, a distinct trend toward improved hiding is seen. Slurried CaSm does not show the same improvement in spite of the viscosity being equalized.

    Of further note in the evaluation of the 28 PVC coating, however, is an increase in overall reflectance values as noted in the 60 PVC coating. As a consequence, even though the contrast ratio is not measurably improved in many of the above measurements, we are still dealing with a demonstrably whiter paint. In all of the evaluations, there is a distinct trend for NaSm (whether dry or slurried) to more dramatically effect an improvement in contrast ratio than CaSm. There is, however, some indication that CaSm may provide a whiter coating. Preliminary studies indicate that in the 60 PVC coatings more than 20% of the TiO2 can be replaced with calcium carbonate with little loss of contrast ratio. This preliminary data is presented in Table 2.

    Table 3 / Titanium Dioxide Reduction Information 60 PVC, 30% VNV
    It is presented graphically in Figures 4A and 4B.

    Figure 4a / TiO2 Reduction - 68 PVC Drawdowns
    If, for purposes of making a conservative assessment of this technology, we assume that we can replace 20% of the TiO2 with calcium carbonate at a load of 10.77 lbs of slurried NaSm, we can project a cost savings of $14.81 per 100 gal of paint as seen in Table 3. If, as suspected, further reductions in TiO2 are possible, even greater reductions in cost will be seen.

    As is well known in the smectite clay industry, it is strongly advised that formulators either hydrate smectite additives fully in water under high speed agitation or purchase an already slurried product.

    Figure 4b / TiO2 Reduction - 68 PVC Rollouts

    Acknowledgements

    The author wishes to acknowledge the invaluable assistance of Kevin T. Oakes of Southern Clay Products Inc. in Gonzales, TX. Additional contributions were made by Mr. Carl J. Bauer and Mr. Benjamin W. Knesek, also of Southern Clay Products, Inc. This work could not have been completed without all of these people.

    This article was originally presented as a paper at Intertech November 8-10, 2000, in Orlando, FL.

    For more information on smectites, contact Southern Clay Products Inc., 1212 Church St., Gonzales, TX 78629; phone 830/672.1984; e-mail tbrennan.scprod@laporteinc.com.

    Share This Story

    Looking for a reprint of this article?
    From high-res PDFs to custom plaques, order your copy today!

    Recommended Content

    JOIN TODAY
    to unlock your recommendations.

    Already have an account? Sign In

    • PCI-0724-Global10-Feature-1440.png

      2024 Global Top 10: Top Paint and Coatings Companies

      Who ranks on top? PCI’s annual ranking of the top 10...
      Paint and Coating Market Reports
      By: Courtney Bassett
    • PCI-0724-PCI25-Feature-1440.png

      2024 PCI 25: Top Paint and Coatings Companies

      PCI's annual ranking of the top 25 North American paint...
      Global Top 10 and PCI 25
      By: Courtney Bassett
    • pci1022-Kinaltek-Lead-1170.jpg

      A Novel Pigment Production Technology

      Following an extensive R&D program that demonstrated...
      Paint and Coating Pigments
      By: Jawad Haidar and Nitin Soni
    You must login or register in order to post a comment.

    Report Abusive Comment

    Subscribe For Free!
    • eMagazine
    • eNewsletter
    • Online Registration
    • Subscription Customer Service

    The Coatings Minute: Print Returns with PCI’s New Showcase Issue

    The Coatings Minute: Print Returns with PCI’s New Showcase Issue

    CTT Registration Now Open

    CTT Registration Now Open

    The Coatings Minute: Your Inside Look at PCInnovations

    The Coatings Minute: Your Inside Look at PCInnovations

    The Coatings Minute: Why Industry News Matters More Than Ever

    The Coatings Minute: Why Industry News Matters More Than Ever

    More Videos

    Sponsored Content

    Sponsored Content is a special paid section where industry companies provide high quality, objective, non-commercial content around topics of interest to the PCI audience. All Sponsored Content is supplied by the advertising company and any opinions expressed in this article are those of the author and not necessarily reflect the views of PCI or its parent company, BNP Media. Interested in participating in our Sponsored Content section? Contact your local rep!

    close
    • Modern arapartment complex painted in bright colors.
      Sponsored byEPS - Engineered Polymer Solutions

      Architectural Polymers Leading the Way in Coatings Innovation

    • paint sprayer in a workshop
      Sponsored byallnex

      Enabling Performance and Compliance: allnex Introduces a New Line of VOC Exempt Solvent-Borne Resins

    Popular Stories

    No. 3 AkzoNobel

    AkzoNobel to Close Two Manufacturing Sites

    A collage of products using non-PFAS

    A Surge in Non-PFAS Releases

    Default Aerospace Image

    PPG Plans Major Aerospace Facility



    PCI Buyers Guide

    Submit a Request for Proposal (RFP) to suppliers of your choice with details on what you need with a click of a button

    Start your RFP

    Browse our Buyers Guide for manufacturers and distributors of all types of coatings products and much more!

    Find Suppliers

    Events

    September 3, 2025

    Coatings Trends & Technologies Summit

    The Coatings Trends & Technologies (CTT) Summit is an annual conference for both liquid and powder coatings formulators and manufacturers to discuss innovations in coatings technology. This event combines high-quality technical presentations, a resource-rich exhibit hall, and dedicated networking opportunities to connect scientific minds, foster innovation, and cultivate game-changing new ideas!

    January 1, 2030

    Webinar Sponsorship Information

    For webinar sponsorship information, visit www.bnpevents.com/webinars or email webinars@bnpmedia.com.

    View All Submit An Event

    Poll

    Longest-running laboratory experiment

    What is the longest-running laboratory experiment?
    View Results Poll Archive

    Products

    CTT Summit Short Courses (Live 9/3/25)

    Coatings Trends & Technologies Summit is expanding its offerings with four short courses. These short courses will offer an extensive day of interactive learning.

    See More Products
    pci  webinar april 2025

    PCI CASE EBOOK

    Related Articles

    • A Review of Global Supply and Demand for Titanium Dioxide

      A Review of Global Supply and Demand for Titanium Dioxide

      See More
    • Stabilization of Titanium Dioxide in Non-Aqueous and Aqueous Coatings

      See More
    • pci0810-Evonik-sm.jpg

      The Use of Aqueous Pre-Dispersed Fumed Silica to Improve Film Formation in Waterborne Coatings

      See More
    ×

    Keep the info flowing with our eNewsletters!

    Get the latest industry updates tailored your way.

    JOIN TODAY!
    • RESOURCES
      • Advertise
      • Contact Us
      • Directories
      • Store
      • Want More
    • SIGN UP TODAY
      • Create Account
      • eMagazine
      • eNewsletters
      • Customer Service
      • Manage Preferences
    • SERVICES
      • Marketing Services
      • Reprints
      • Market Research
      • List Rental
      • Survey & Sample
    • STAY CONNECTED
      • LinkedIn
      • Facebook
      • Youtube
      • X (Twitter)
    • PRIVACY
      • PRIVACY POLICY
      • TERMS & CONDITIONS
      • DO NOT SELL MY PERSONAL INFORMATION
      • PRIVACY REQUEST
      • ACCESSIBILITY

    Copyright ©2025. All Rights Reserved BNP Media.

    Design, CMS, Hosting & Web Development :: ePublishing

    Painting & Coating Industry (PCI) logo Powder coating summit logo
    search
    cart
    facebook twitter linkedin youtube
    • Sign In
    • Create Account
    • Sign Out
    • My Account
    Painting & Coating Industry (PCI) logo Powder coating summit logo
    • NEWS
      • Latest News
      • Market Trends & Reports
      • Price Alerts
      • Subscribe to eNewsletters
      • Global Top 10/ PCI 25
      • Weekly Featured Article
      • COATLE Word Game
    • PRODUCTS
      • Product News
      • Must See Products and Services
    • MATERIALS
      • Additives
      • Resins/Polymers
      • Pigments
      • Equipment
      • Distributors
    • TECHNOLOGIES
      • Adhesives
      • Architectural Coatings
      • Industrial Coatings
      • Nanotechnology
      • Powder Coatings
      • Solventborne
      • Special Purpose Coatings
      • Sustainability
      • UV Coatings
      • Waterborne
      • FINISHING
        • Finishing News
        • Finishing Technologies
        • Finishing Equipment
      • RESOURCES
        • Columns
          • Ask Joe Powder
          • Did you know?
          • Distribution Dive
          • Focus on Canada
          • Formulating With Mike
          • Innovation Insights
          • Moody's Coatings Conundrums
          • Powder Coating Perspectives
          • Target the Market
          • TiO2 Insider
        • Blogs
          • Editor's Viewpoint
          • Industry Insights
        • Coatings Supplier Handbook
        • Podcasts and Videos
          • COAT-IT! Podcast
          • Videos/PCI TV
        • PCI Store
        • eBooks
        • Sponsor Insights
        • White Papers
        • COATLE Word Game
      • EVENTS
        • Coatings Trends & Technologies Summit
        • Paint and Coatings Academy
        • Webinars
        • Calendar of Events
        • Lifetime Achievement Award
      • DIRECTORIES
        • Buyer's Guide
        • Equipment Directory
        • Materials Directory
      • EMAGAZINE
        • Current Issue
        • eMagazine Archive
        • China Issue Archive
        • Editorial Advisory Board
      • CONTACT
        • Contact Us
        • Advertise
        • Subscribe to eMagazine
        • Subscribe to eNewsletters