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Apartment Therapy has published a guide to choosing eco-friendlier interior paint, explaining that VOC content, chemical emissions and odor are related but distinct measures. It advises shoppers to compare product labels and independent certifications, and to consider primer as well as the topcoat. The report is in partnership with paint maker BEHR, whose sustainability director provides the product examples and advice.
Apartment Therapy has published a guide to choosing lower-VOC interior paint, explaining how shoppers can compare VOC content, emissions and odor rather than relying on a single label. The report, produced in partnership with BEHR, also says that primer and the condition of a wall matter when selecting a paint system.
The guide defines volatile organic compounds (VOCs) as compounds that can evaporate into the air during painting and drying. It says VOCs can contribute to indoor air pollution, making their content one factor to weigh when choosing paint for frequently used rooms. But a zero-VOC label describes VOC content; it does not, by itself, establish that a product has no chemical emissions or odor.
Greg Williams, BEHR’s director of sustainability, told Apartment Therapy that VOC content, chemical emissions and smell are related but distinct. He said shoppers should look at product information as a whole. The article points to GREENGUARD Gold certification as an emissions-related credential and says certification information can add detail beyond a VOC figure. The source does not provide independent comparisons of the products it names.
The report says a primer should be part of the decision if VOCs, emissions or odor are priorities. Williams advises starting with the wall’s needs, then considering the attributes a shopper wants. Stain-blocking requirements, adhesion, the existing surface and the planned color change can affect which primer and paint are suitable. The article also says coverage and color are not determined by VOC level alone.
Labels Beyond the VOC Number
The practical takeaway is that zero VOC is not a complete description of a paint’s indoor-air profile. Readers comparing products may want to check the stated VOC level, any emissions certification and the manufacturer’s information about odor and ingredients. These labels answer different questions, so one should not be treated as a guarantee of another.
That distinction matters for people painting bedrooms and other frequently occupied rooms, as well as households seeking to limit indoor emissions. The source discusses these considerations but does not establish that any named product is risk-free or that lower VOC content alone produces a specific health outcome. Product selection also has to account for the job: an unsuitable primer or inadequate surface preparation can affect the finished result regardless of the paint’s VOC category.
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Comparing Paint and Primer Claims
The Apartment Therapy article is a consumer explainer, not a comparative product test. It features examples from BEHR and its related primer brand KILZ, including products the company describes as low VOC or zero VOC. The source says several named paints are below 50 grams per liter and describes some primers as low VOC, including one listed below 5 grams per liter. Those figures and certifications are presented in the report; it does not compare them with competing brands.
The guide also gives an example of a product it says contains at least 20 percent plant-based ingredients and is USDA-certified biobased. That is a separate product attribute from VOC content and emissions. The article does not offer a single definition of “eco-friendly” or rank products across environmental factors such as lifecycle impacts, packaging or manufacturing.
““Start with what the wall needs, then narrow by the attributes you care about.””
— Greg Williams, speaking to Apartment Therapy
Limits of the Product Evidence
The source is a BEHR-partnered article featuring comments from the company’s sustainability director. It does not include independent testing or a side-by-side assessment of the products and certifications it names. The article also does not specify a universal threshold for what qualifies as “low VOC,” so shoppers should check the exact product label and applicable standards rather than assume the term means the same thing across every claim.
Details such as a paint’s full emissions profile, the conditions under which it was tested, and how its environmental impact compares across its lifecycle are not established in the source. It also does not provide health advice or quantify the effects of choosing a particular paint. The article’s source material ends before completing its explanation of how primer may affect coverage, leaving that point unfinished.
Check the Label Before Painting
Before buying, shoppers can compare the specific product’s VOC information, emissions certifications and technical guidance, and confirm that the primer suits the wall and the problem being addressed. Ask the manufacturer or retailer for clarification if a label’s meaning or testing basis is not clear. Follow the product label for ventilation, application and drying instructions; lower VOC content does not remove the need to ventilate the work area.
The source does not announce a regulatory change, new testing standard or follow-up date. Its immediate advice is to make the choice product by product, considering the full paint-and-primer system rather than a single marketing term.
Key Questions
Does zero-VOC paint mean no chemicals are released?
No. The article distinguishes VOC content from chemical emissions. It says a zero-VOC paint can still release small amounts of chemicals as it dries, so shoppers should check emissions information as well.
Is low-VOC paint automatically more sustainable?
The source says low VOC alone is not a measure of a product’s overall sustainability or quality. Other information, including emissions certification and ingredient claims, may be relevant, but the article does not provide a complete lifecycle comparison.
Should primer be included in the choice?
Yes. The report says primer matters when VOC content, emissions or odor are part of the reason for changing paint. It recommends starting with the wall’s needs, such as stain blocking or adhesion, then checking the primer’s product information.
Does choosing low- or zero-VOC paint reduce color options or coverage?
Williams told Apartment Therapy that VOC level does not determine color or coverage. The article says pigments, resins, the paint base, wall condition, application and the size of the color change can affect the result.
Source: apartmenttherapy.com
