The ROI of Repainting: Emotional, Financial, and Aesthetic Gains

Repainting is one of the most common and impactful improvements for both homes and commercial properties. This report compiles data-backed reasons why Americans choose to paint their residences and business premises, highlighting top motivations, survey statistics, industry trends, regional factors, and demographic insights. All findings are cited from reputable sources like industry research institutes, national surveys, and contractor associations.

Top Motivations for Residential Painting Projects

Homeowners undertake painting projects for a variety of practical and personal reasons. Surveys and studies reveal several key motivations driving residential painting:

Maintenance and Protection: Many homeowners repaint to repair aging or damaged surfaces and protect their home from the elements. In fact, the top reason for exterior paint projects is simply the need to repair or maintain the home (Market Watch: Purchasing Trends in Paint and Coatings | HIRI).

As houses age, siding and trim can crack, peel or suffer water damage, so a fresh coat is applied to prevent further deterioration. Overall, 36% of homeowners cite home repairs due to aging as a primary reason for recent improvements (including painting) (Survey: Tackling Home Improvement Projects | LendingTree).

Updating Aesthetics and Style: Another leading motivation is the desire for a fresh look or color change. Homeowners often repaint interiors to update outdated colors or personalize a space to their taste. Interior painting projects are largely driven by wanting to update the home’s look (Market Watch: Purchasing Trends in Paint and Coatings | HIRI).

In one survey, “it’s time for a change” was a top reason (16–27% of respondents) for remodeling or painting (Remodeling Impact).

Emotional Satisfaction and Comfort: Painting can also be motivated by the emotional and psychological benefits it brings. Home improvement research finds that homeowners get significant satisfaction from improving their space – interior painting in particular is driven by the enjoyment and sense of accomplishment it provides (Market Watch: Purchasing Trends in Paint and Coatings | HIRI).

A Nielsen survey for Sherwin-Williams found 72% of homeowners believe painting a space has a positive emotional impact (Homeowners’ Perspectives on Painting – Sherwin-Williams).

Top Motivations for Commercial Painting Projects

Business owners and property managers view painting not just as maintenance, but as a strategic investment in their commercial assets. Here are the primary data-backed reasons businesses repaint their facilities:

Building Maintenance and Longevity: Just like homes, commercial structures need periodic painting to protect surfaces and prevent deterioration. Exterior paint on a business provides a protective barrier against weather, water intrusion, and corrosion. Experts recommend repainting commercial exteriors on a regular cycle (every ~5–10 years, depending on wear) to avoid damage (7 Reasons to Repaint Your Commercial Property This Year | Renovia).

Water and weather are the biggest threats to a building’s facade, and a proper paint job “can keep moisture out…, prevent mold or mildew, and provide a necessary barrier” to preserve the structure (7 Reasons to Repaint Your Commercial Property This Year | Renovia).

Repainting also allows building owners to repair any minor exterior issues (rotten wood, cracked stucco, etc.) in the prep process (7 Reasons to Repaint Your Commercial Property This Year | Renovia), addressing problems early. In short, routine painting is part of preventative maintenance – it protects the building’s integrity and avoids more costly repairs later.

Curb Appeal to Attract Customers: For client-facing businesses, the facility’s appearance is critical. A fresh coat of paint greatly improves curb appeal, making the business look more inviting and professional to customers. Studies indicate that consumers do take note: customers are far more likely to enter a business with a clean, well-maintained look versus one with a dingy exterior (5 Reasons to Repaint Your Commercial Space | SNL Painting Inc.).

Bright, updated storefront paint can literally help increase foot traffic by catching the eye of passersby (7 Reasons to Repaint Your Commercial Property This Year | Renovia). Especially for retail shops, restaurants, or hotels, repainting can rejuvenate an older building and signal quality.

As one commercial painting firm noted, a repaint can “make or break a decision” when attracting new tenants or customers – it creates that crucial positive first impression even before people walk in (7 Reasons to Repaint Your Commercial Property This Year | Renovia).

Brand Image and Identity: Businesses often repaint to reinforce branding or update their image. The colors of a commercial building are effectively an extension of the company’s brand. Consistent brand colors on the exterior and interior can increase recognition – marketing research shows a well-chosen building color can “enhance brand recognition and awareness by 80%” (2023 House Painting Statistics & Trends).

Employee Morale and Indoor Environment: The look and condition of workplace interiors can impact employee satisfaction, so businesses repaint offices to create a pleasant, productive environment. Research suggests workers are 18% more likely to stay with an employer and 16% more productive if they are satisfied with their physical work environment (5 Reasons to Repaint Your Commercial Space | SNL Painting Inc.).

Fresh paint in uplifting colors can improve the mood in an office, break room, or retail space, whereas scuffed or outdated walls may dampen morale. Companies also choose low-VOC, high-quality paints to improve indoor air quality, minimizing allergens and fumes for a healthier workspace (5 Reasons to Repaint Your Commercial Space | SNL Painting Inc.).

Increasing Property Value and ROI: Commercial real estate owners repaint to preserve and enhance the asset’s value. A well-maintained, recently painted building not only looks better but can command higher rents and appraised value than a poorly kept one. “Well-maintained buildings retain property value better”, and a great paint job makes the property more enticing to customers and potential buyers alike (7 Reasons to Repaint Your Commercial Property This Year | Renovia).

If an owner plans to sell the commercial property, painting is a cost-effective way to impress investors – often yielding a solid return on investment similar to home resale. While specific ROI figures for commercial painting vary, the concept is that repainting is far cheaper than major renovations yet can significantly uplift the building’s appearance and market value (7 Reasons to Repaint Your Commercial Property This Year | Renovia).

In other words, a new paint job offers “transformation at a fraction of the price” of other capital improvements (7 Reasons to Repaint Your Commercial Property This Year | Renovia). It’s considered a smart investment to protect the property and maximize its value over time.

Industry Trends Influencing Painting Decisions

Beyond individual motivations, broader market and societal trends shape when and why people decide to paint. Recent years have seen notable shifts in the painting and home improvement landscape:

Pandemic Home Improvement Boom: The COVID-19 pandemic (2020–2022) sparked a surge in home painting activity. With people spending more time at home (and traveling less), many turned to DIY projects and renovations. In 2021 the U.S. saw the highest incidence of paint purchases in 8 years – 61% of surveyed homeowners bought paint or painting supplies that year, up from 53% in 2019 (Market Watch: Purchasing Trends in Paint and Coatings | HIRI).

Increased disposable income (from reduced travel/leisure spending) and record-low interest rates fueled this boom (Market Watch: Purchasing Trends in Paint and Coatings | HIRI). Homeowners focused on refreshing their living spaces, painting rooms for a “fresh look” or tackling long-delayed paint jobs. DIY painting grew in popularity during this time as well, as lockdowns and distancing led many to take on projects themselves (Market Watch: Purchasing Trends in Paint and Coatings | HIRI).

Cooling Off and Rebalancing: As the pandemic boom subsided, the painting market began to normalize and cool slightly in 2023. High inflation and economic uncertainty put pressure on household budgets, causing some homeowners to postpone purely cosmetic updates. Researchers observed that many owners “defer major projects and aesthetic [updates] that aren’t necessities” under financial constraints (Market Watch: Purchasing Trends in Paint and Coatings | HIRI).

By late 2022–2023, DIY paint purchases leveled off and overall home improvement growth slowed. However, the professional painting segment continued to see growth (Market Watch: Purchasing Trends in Paint and Coatings | HIRI), as some consumers who held off on DIY still hired pros for essential painting (e.g., fixing peeling exteriors).

Housing Market Dynamics: Broader housing trends strongly influence painting decisions. In the recent competitive real estate market, with high home prices and mortgage rates, many owners chose to improve their current home rather than move (Survey: Tackling Home Improvement Projects | LendingTree).

On the flip side, in hot seller’s markets, owners also invest in painting to command top dollar when they list the home. In rental markets, landlords may repaint between tenants to attract renters in a tight market. In summary, when real estate is expensive or turnover is slow, painting becomes a cost-effective way to refresh a space without buying new.

Color Trends and Décor Influence: The decision to repaint is increasingly influenced by design trends and media. Each year, paint manufacturers announce “Color of the Year” selections and new palettes, which inspire homeowners to try new colors. Home décor TV shows, Pinterest, and Instagram provide a constant stream of ideas, making consumers more color-conscious.

Surveys find that nearly half of homeowners believe painting an accent wall is the best way to make a room stand out (Homeowners’ Perspectives on Painting – Sherwin-Williams), reflecting the popular trend of using paint for interior accents.

Sustainability and Product Choices: Another trend affecting painting decisions is the growing emphasis on eco-friendly products and health. Consumers are more mindful of paint formulations – demand is rising for low-VOC or zero-VOC paints that emit fewer chemicals, as well as for paints with sustainable, non-toxic ingredients. According to a recent Forbes report, 82% of consumers now seek brands that prioritize sustainability (2023 House Painting Statistics & Trends).

Painting Industry Outlook: The painting and decorating industry’s size and growth also reflect these trends. The U.S. house painting market was valued around $18.6 billion in 2022 (2023 House Painting Statistics & Trends).

Even with a short-term slowdown, projections show continued growth in the coming years, especially on the professional side (Market Watch: Purchasing Trends in Paint and Coatings | HIRI). Simply put, Americans love to repaint – an estimated 1.4 billion gallons of paint are used each year in the U.S. (2023 House Painting Statistics & Trends).

Key Takeaways

• Homeowners Paint for Maintenance and Makeovers: The two biggest drivers for residential painting are protecting the home (repairing wear, preventing damage) and refreshing the look. Exterior painting is often done to seal and maintain the house’s envelope (the #1 reason given by homeowners) (Market Watch: Purchasing Trends in Paint and Coatings | HIRI), while interior painting is primarily done to update aesthetics or style (Market Watch: Purchasing Trends in Paint and Coatings | HIRI). Even so, painting a home brings emotional rewards – over 70% of owners feel happier in a freshly painted space (Homeowners’ Perspectives on Painting – Sherwin-Williams).
• Business Owners Repaint to Protect Assets and Attract Customers: For commercial properties, painting is not just cosmetic – it’s preventive maintenance that shields buildings from weather and decay (7 Reasons to Repaint Your Commercial Property This Year | Renovia). A well-timed repaint can save money by avoiding bigger repairs down the line.
• Painting Offers High ROI and Resale Benefits: Whether for a home or a commercial building, painting is widely regarded as a high-ROI improvement. It is relatively low cost yet can significantly increase property value and marketability. Realtors estimate a well-done exterior paint job can add 2–5% to a home’s value on resale (Should You Paint a House Before Selling It? (2025) | Today’s Homeowner).
• Trends and Timing Influence Decisions: Market trends play a big role in when people decide to paint. During the pandemic home improvement craze, paint sales and projects skyrocketed as Americans redirected time and money into their homes (Market Watch: Purchasing Trends in Paint and Coatings | HIRI). Understanding these patterns helps paint contractors and retailers anticipate customer needs and helps property owners plan their painting projects for maximum impact.

Each situation is unique, but across the board, the decision to repaint comes down to maintaining the property’s condition, improving its appearance, and increasing satisfaction – whether for the homeowner enjoying a beautiful room or the business owner welcoming customers to a vibrant storefront. Painting remains one of the most popular improvements because it fulfills all these goals with relatively minimal cost, while yielding tangible benefits backed by both data and experience (Survey: Tackling Home Improvement Projects | LendingTree).