Venator Materials Reports Increased Industry Demand for Solar Reflective Pigment Coatings

Innovative pigment technologies are starting to shine as the race to net zero heats up

Venator is seeing a marked increase in demand for advanced pigment technologies that can provide exterior paints and coatings with solar reflective properties and help with building heat management. As the race to net zero carbon gathers momentum, Venator coatings experts are seeing a significant increase in questions about its titanium dioxide, barium sulfate and mixed metal oxide pigments from formulators around the world. who are asked to help slow the rate at which the sun warms the exterior of residential and commercial properties.

Buildings are estimated to account for around 39% of all global energy-related carbon emissions1; 28% of which are operational emissions from the energy needed to heat, cool and power them, and the remaining 11% from materials and construction. Decarbonizing the built environment is therefore seen as essential to tackling climate change and achieving the COP26 ambition of limiting global warming to less than 1.5 degrees Celsius by 2030.

By enabling architects and building designers to more easily deflect solar energy, reduce heat gain and reduce occupants’ dependence on air conditioning systems, paints containing titanium dioxide, barium sulphate and Mixed metal oxide pigments are known to help reduce exterior building temperatures.

John Robb, Senior Technology Expert at Venator, said: “Last year, COP26 shone the spotlight on all things environmental, highlighting what the world needs to do differently to bring climate change under control. have, of course, been integrating green technologies into buildings for many years.Installing solar panels, geothermal heat pumps and adding more insulation are just some of the more obvious ways to reduce carbon emissions from buildings. However, something as simple as applying solar reflective paint to the exterior of a building can also have a big impact.”

When specifying pigments to give paints solar reflective properties, Venator is quick to emphasize the importance of careful formulation to ensure the best overall coating performance.

Continuing, John Robb, said: “There has been a lot of talk over the past twelve months about increasing the total solar reflectance (TSR) of coatings and creating the whitest of white paints. The key to Success in this area is to carefully balance the charge of the pigment. For example, barium sulfate is very white at all wavelengths but is a very weak opacifier. You can improve its opacity and reflectivity by using a high ratio of pigment on resin and creating a thick film.”

“The low amount of resin creates air voids between the particles that provide a dazzling white. However, resin with voids can be prone to polymer degradation, dirt build-up, staining, and fading. wear, and will invariably need to be reapplied more frequently – which has its own carbon footprint and durability implications.It’s a tricky trade-off, but ultimately you need to ensure that any incremental improvement in solar reflectance does not disrupt the wider performance of a coating. We work with a number of companies across the coatings industry to do just that – using the variety of solar reflective pigments we have available to us.”

Under its ALTIRIS® brand, Venator offers an award-winning range of infrared reflective pigments that can be incorporated into gloss and matte emulsions – across a wide color palette. Capable of providing up to 10 points of additional reflectance over well formulated solar reflective coatings, at existing film thickness, ALTIRIS® pigments have been shown to have the ability to improve the overall weather resistance and durability of coatings by limiting photo and thermal degradation.

Additionally, Venator produces:

  • A full range of barium sulphate (Fixed White) pigments that help control the opacity of a coating. Used alone or with other pigments, barium sulfate can help coating manufacturers increase the solar reflectance of white paints.

  • A range of mixed metal oxide pigments under the REFLECT™ brand that are chemically engineered to maximize total solar reflectance, particularly in the infrared region. Used to keep products cool, REFLECT™ pigments are deployed in applications where heat management is an issue, such as automotive interiors and exteriors, paints for building facades, coatings and coatings vinyl roof and tile.

Venator is a world leader in the manufacture of pigments and additives for the paint and coatings industry and is continually innovating – helping customers develop new formulations that deliver the highest levels of TSR, along with all standard properties than any coating used in real-world applications needs.

For more information on Venator’s Solar Reflective Pigments and Pigments for the Coatings Industry, please visit: or email us at [email protected]


About Venator
Venator is a global manufacturer and marketer of chemicals comprising a wide range of pigments and additives that add color and shine to buildings, protect and extend product life, and reduce energy consumption. We market our products globally to a diverse group of industrial customers through two segments: titanium dioxide, which includes our TiO2 business, and performance additives, which includes our functional additives, color pigments and wood treatment. Based in Wynyard, UK, Venator employs approximately 3,500 associates and sells its products in over 110 countries.

Social media:

Comments are closed.