Premature and/or excessive lightening of the paint colour that typically occurs on surfaces with a southern exposure. Fading/poor colour retention can also be a result of chalking of the paint film.


  • Use of a low-quality paint, or interior grade of paint for an exterior application
  • Use of a paint colour that is prone to ultraviolet deterioration (e.g., certain bright reds, blues and yellows)
  • Painting masonry surfaces, such as stucco and concrete, that are not cured properly, resulting in alkali “burn”
  • Tinting a white paint that has not been designed to be tinted or adding too much colorant to a light or medium paint base


  • When fading/poor colour retention is a result of chalking, it is necessary to remove as much of the chalk as possible.
  • When fading/poor colour retention is a result of alkali “burn,” the surface should first be primed with an alkali-resistant primer before applying the finish coat.
  • When repainting, be sure to use a high-quality exterior paint and colours that are recommended for exterior use.

Please note that these suggestions are provided as a service to you. We are unable to guarantee or be responsible for the results obtained by these procedures. If you have additional questions, ask any of our expert sales associates.

Credit: Dunn Edwards Paints