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An Apartment Therapy guide, produced in partnership with BEHR, explains how homeowners can compare low- and zero-VOC paints without treating VOC content as a complete measure of emissions, odor or performance. It recommends checking independent emissions certifications and choosing primer based on the wall’s needs as well as the desired paint attributes.
Apartment Therapy has published a BEHR-sponsored guide to choosing lower-VOC paint, explaining that a “zero VOC” label alone does not establish how much a product emits as it dries or how it performs. The advice matters to homeowners comparing interior paints for rooms where people spend time, but the recommendations include claims from a paint manufacturer and are not an independent comparison of products.
The guide defines volatile organic compounds (VOCs) as compounds that can evaporate into indoor air during painting and drying. It says VOC content is one factor to weigh, while stressing that VOC content, chemical emissions and odor are different measures. A zero-VOC product may still release small amounts of chemicals as it dries, and a mild smell does not by itself establish low VOC content.
Apartment Therapy quotes Greg Williams, BEHR’s director of sustainability, who advises buyers to look beyond a single number. The article says BEHR’s low-VOC interior paints include its ULTRA, MARQUEE and DYNASTY lines, each listed by the company as containing less than 50 grams per liter. It identifies PREMIUM PLUS as a zero-VOC formula and says several cited products hold GREENGUARD Gold certification for low chemical emissions. These product details and performance descriptions are attributed to the guide and manufacturer, not independently tested in the report.
The article also discusses BEHR ECOMIX, which the company describes as zero VOC, low odor and made with at least 20% plant-based ingredients. The guide says it is USDA-certified biobased and carries GREENGUARD Gold and Asthma & Allergy Friendly certifications. It recommends including primer in the decision: select it for the wall’s condition and needs, then compare VOC and emissions information. The article lists low-VOC KILZ primers for general use and more demanding stain or odor problems.
Labels Beyond the VOC Number
For homeowners, the practical point is that a VOC figure does not answer every indoor-air question. Paint odor, the amount of VOC in the can, and emissions during drying are related but not interchangeable. Certifications that assess emissions can offer another point of comparison, though shoppers should check what a particular certification covers and whether it applies to the exact product.
The distinction also affects project planning. Primer contributes to the finished system; choosing a lower-VOC topcoat while overlooking the primer may not match a buyer’s priorities. At the same time, product labels do not replace appropriate ventilation and following the manufacturer’s directions during application and drying.
The guide argues that lower VOC content does not inherently mean weaker coverage or color. That is a useful reminder, but claims about specific products’ durability, hide and scrub resistance come from BEHR. Readers comparing options should review product specifications and independent certification details rather than assume every “eco-friendly” or “zero VOC” label means the same thing.
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What the Paint Labels Measure
The report is a consumer guide rather than a regulatory announcement, independent product test or new scientific study. It was produced by Apartment Therapy’s Creative Studio in partnership with BEHR, and its product examples focus on BEHR and KILZ brands. That commercial relationship is relevant when weighing the article’s descriptions of performance and sustainability.
“Low VOC” and “zero VOC” refer to the product’s VOC content, while emissions testing addresses what may enter the air. The guide says BEHR uses analytical testing to verify its finished paints against the company’s zero-VOC specifications. It also distinguishes certifications for emissions from product attributes such as plant-based ingredients. Those labels describe different criteria, so one should not be treated as proof of all the others.
For color and coverage, the article quotes Williams saying results depend on factors including pigments, resins, the paint base, wall condition, application and the size of the color change—not VOC level alone. It also says suitable primer can affect the result. These are manufacturer representative comments presented in a sponsored article, not findings from a comparative test published alongside the guide.
What the Guide Does Not Test
The report does not compare paint brands through independent laboratory testing, quantify emissions for each product, or establish that any product is risk-free. Its product claims are presented by a manufacturer representative, and the source does not provide a side-by-side assessment of certification criteria, prices or performance across competing brands.
The guide also does not specify how emissions vary with room size, ventilation, application conditions or drying time. It notes that zero-VOC paint can still release small amounts of chemicals, but does not quantify those emissions. The meaning of sustainability is broader than VOC content, and the article does not offer a full environmental life-cycle comparison of the paints discussed.
Checks Before Your Paint Purchase
Homeowners can use the guide as a starting point by checking the exact product’s current label and technical documentation, including its VOC figure, emissions certification and any stated ingredients or performance features. Confirm that certifications apply to the specific formula, since product lines and formulations can differ. Compare primer and topcoat together, and select primer according to the wall’s stains, adhesion needs and condition.
Before painting, follow the product label for application, ventilation, protective equipment, drying and re-entry guidance. The Apartment Therapy report does not announce a regulatory change or scheduled follow-up; its practical next step for readers is product-by-product verification. Further details about independent comparisons or emissions measurements are not provided in the source.
Key Questions
Does zero-VOC paint mean no chemicals are released?
No. The guide says zero VOC describes VOC content, while emissions are a separate measure. It notes that zero-VOC paint can still release small amounts of chemicals as it dries.
Is low-odor paint necessarily low in VOCs?
No. According to Greg Williams, odor, VOC content and chemical emissions are related but distinct. Smell alone does not establish a paint’s VOC level.
Does lower-VOC paint have worse coverage or color?
The article says VOC level does not inherently determine color or coverage. It quotes a BEHR representative pointing to factors such as pigments, resins, wall condition and application. The report does not include independent comparative test results.
Should I check the primer as well as the paint?
Yes. The guide recommends choosing primer for the wall’s needs and then considering its VOC and emissions attributes, because primer is part of the painting system.
What does GREENGUARD Gold certification tell me?
The article describes GREENGUARD Gold as certification for low chemical emissions. It is a separate measure from a product’s VOC-content label; check the certification information for the specific paint or primer you plan to use.
Source: apartmenttherapy.com
