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Apartment Therapy published a consumer guide explaining how VOC content, chemical emissions and odor differ when selecting interior paint. It recommends comparing product labels and certifications, and including primer in the decision; the guidance includes comments from a BEHR sustainability director and product claims from the paint company.
Apartment Therapy has published a guide to choosing lower-impact interior paint, explaining that VOC content, chemical emissions and odor are separate measures. The report, produced in partnership with paint maker BEHR, says shoppers should look beyond a “zero-VOC” label and consider certifications, the primer and the needs of the room before buying.
VOCs, or volatile organic compounds, can evaporate into the air during painting and while paint dries. The article says they can contribute to indoor air pollution, making VOC content one factor to weigh when choosing interior paint. But it cautions that a low-odor product is not necessarily low in VOCs, and a zero-VOC formula can still release small amounts of chemicals as it dries.
Greg Williams, BEHR’s director of sustainability, told Apartment Therapy that consumers should consider the whole product rather than relying on a single number. He pointed to VOC specifications, emissions testing and odor as distinct pieces of information. The article also describes GREENGUARD Gold certification as independent testing against standards for low chemical emissions.
The report says BEHR’s named low-VOC interior paints have less than 50 grams per liter of VOCs, while its PREMIUM PLUS interior paint is described as zero VOC and GREENGUARD Gold certified. Those are company product claims presented in a sponsored article, not an independent comparison of all paint brands. The guide also says a primer should be assessed alongside the topcoat, especially when VOCs, emissions or odor are central to the choice.
Labels That Measure Different Things
The distinctions matter because zero VOC does not mean zero emissions, and odor alone cannot establish a paint’s chemical profile. A shopper who compares only a VOC figure may miss information about what a finished product releases into indoor air, while someone choosing a low-odor paint may assume it has a low VOC level without checking the label.
Primer can also affect the decision. Apartment Therapy’s guide advises starting with what the wall needs, such as general preparation or stain blocking, then comparing the attributes that matter. This can help homeowners evaluate the full painting system rather than selecting a topcoat in isolation. The article does not establish that one product or certification is right for every household; room use, wall condition and product specifications remain relevant.
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What the Paint Labels Say
The article was published in partnership with BEHR and relies in part on comments from the company’s sustainability director. Its examples include BEHR products and KILZ primers, which are also part of the same company’s brand portfolio. That commercial relationship is relevant when readers interpret the product descriptions and performance claims.
Williams said VOC levels alone do not determine coverage, color or durability. The report attributes those factors to pigments, resins, paint base, wall condition, application and the scale of a color change. It says lower-VOC products are available at different performance levels, but does not provide a neutral, brand-to-brand test or a full technical explanation of certification criteria.
What the Guide Does Not Compare
The source does not include an independent comparison across paint brands, nor does it give a full account of how each certification evaluates products. The VOC thresholds and performance descriptions refer to products named in a report made in partnership with BEHR, so they should not be read as market-wide findings.
The article also does not quantify how much emissions or indoor air quality may differ among the products it discusses, or set out a single definition of “eco-friendly” that covers ingredients, manufacturing and disposal. Actual product formulations and available labels can vary; shoppers should check current packaging and technical information for the exact product and color they plan to use.
Check the Full Paint System
For homeowners preparing to paint, the report’s practical next step is to compare the current product label and technical information for both primer and topcoat. Look separately for VOC content and emissions certifications, then match the primer to the wall’s condition and the job’s needs. Ask the manufacturer for product-specific details if a label does not answer a particular question.
Before painting, follow the product directions, provide the ventilation the label recommends, and keep people and pets away from the work area as advised. The Apartment Therapy report does not announce a new regulation or independent testing program; its development is a consumer guide, and no further update is identified in the source material.
Key Questions
Does zero-VOC paint mean no chemicals are released into the air?
No. The guide says zero VOC describes VOC content, while emissions testing measures what a paint releases into the air. It notes that zero-VOC paint can still give off small amounts of chemicals as it dries.
Does low odor mean a paint is low VOC?
Not necessarily. Greg Williams told Apartment Therapy that odor, VOC content and chemical emissions are related but different. Check product specifications rather than using smell as a substitute for label information.
Will lower-VOC paint cover less well?
The article says VOC level alone does not determine coverage or color. It attributes those results to factors including pigments, resins, the paint base, wall condition, application and how much the color is changing.
Should I check the primer as well as the paint?
Yes. If VOCs, emissions or odor influence the topcoat choice, the guide recommends considering the primer too. Select it based on the wall’s needs, such as general preparation or stain blocking, and review its own product information.
Source: apartmenttherapy.com
