Devine Color Retires the Paint Chip

May 20, 2013

Devine Color Creamy Wall Coatings, an artist-created paint brand, has launched of a new e-commerce website that aims to change the paint purchasing experience. is designed to remove the barriers and fear behind ordering paint online.

“Unlike standard paint chips, our exclusive Devine Color Discovery Cards allow people to visualize color options holistically in the context of the light, architectural features, fabrics and furnishings in their home,” said Joel Wasserman, the brand’s general manager. “Helpful videos demonstrating how to use the cards and apply the paint are available on the website for added inspiration and education. We really are making it fool-proof.”

The brand also created the Devine Color Promise – if consumers are not completely satisfied with the color selected, it will be replaced with another for free. The promise gives site users the confidence to purchase and select paint at homes without having to take multiple trips to the paint store. The site also features a paint coverage calculator to easily determine how much paint is needed based on the dimensions of the space.

Devine Color is available in 209 hues organized into 19 collections. A new formula delivers a Zero VOC interior paint as well.
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