A dark-colored home absorbs as much as 90 percent of the...

A dark-colored home absorbs as much as 90 percent of the solar radiation that strikes it, and even white walls can absorb solar radiation. By reflecting this infrared radiation rather than absorbing it, the Cool Wall coatings dramatically reduce the load on a home's air-conditioning system. And because they are reflective, they are less prone to fading even dark colors stay darker longer than conventional paint technologies.