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You might want to compare the specification sheets on that mfr. to others like Benjamin Moore, particularly the "percentage of solids by volume" , the percentages will vary and if I'm not mistaken, it references to the pigmentation in the paint, which effects the hideability, coverage etc. Sometimes a tinted primer helps, coordinate it with the finish color. How did you apply it, with a roller ? What texture/finish was it, flat, pearl or gloss ? I find with painting walls, that it's best to start at chest level, work both ways until the end of the pass, top and bottom, then roll out over to the next pass, overlap over the previous pass just little, roll out any ridges of wet paint, (you get those when you press to hard against the wall) reload the roller cover in the pan and repeat. The roller being saturated when you start in the middle, gives you the best coverage where you will see it most, eye level, so I always start each pass around there, closer to the floor and up above eye level, it is much harder to pick up defects in most sight lines, but that is also dependent on the illumination and the kind of light in any given room. Wall sconces really magnify any unwanted surface texture, like when a cheap roller cover leaves strands with skinned over paint that sat too long uncovered in the paint pan, those light fixtures will show all the raised specks. Problem with the paints now is that they dry too fast, no time to fool with it, just have to apply thin coats, move along until it's done, paint quality can effect the coats required, especially on a new substrate like gypsum wall board. Fresh gypsum type wall board sure will soak up some paint, tinted primer, sometimes it is less expensive to do the multiple coats in the tinted primer, has to be good quality paint all around or it may not give satisfactory coverage. I just did a job and the colors were off, I use a long time paint supplier, who really knows paint, mixing, matching etc., he checked the colors and knew that the base was off, had to swap 5 gallons out. You could always have them check to see if there is a problem with the paint, or it's just poor quality paint.
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