WHEELING, IL – While the intent to purchase paint remains undaunted in the slow economy, consumers are paying increased attention to finding the right paint color, according to a new study of U.S. households released by The Valspar Corp. In fact, 26 percent of consumers are more concerned with choosing the best color over how the finished product will ultimately look.

Selecting the right color choice is of particular concern among women. Nearly two in five female paint purchasers say their biggest worry when painting is choosing the appropriate color. 33 percent of consumers are likely to choose a bold color palette over neutral, and many female paint purchasers are as concerned about finding an exact color as they are finding a color match. Alternatively, men chose “making a mess” as their primary concern.

At any given time, 29 percent of American households report that they expect to purchase indoor paint in the coming 12 months. In difficult economic times, consumers see paint as one of the most economic ways to remodel. Women continue to play a leading role on paint projects. This year, more than half of interior paint projects are exclusively initiated by women, and two-thirds of decisions on paint color are made solely by the female head of household.