What do you look for in a wall paint?

Choosing a wall paint is rarely as simple as it first seems. Beyond colour, there are layers of consideration, how the paint will behave in changing light, how it will feel to live with day to day, and how it supports the health and longevity of your home. The right paint doesn’t just decorate a space-  it shapes its atmosphere, softens or sharpens its character, and quietly influences how a room is experienced over time.

With so many options available, it can be difficult to know what truly matters. Is it the richness of the colour? The way it’s made? How it applies, or how long it lasts? In reality, the best paints bring all of these elements together, that’s what you get with a tin of Edward Bulmer Natural Paint.

From the depth of pigment to the sustainability of the ingredients, here are five things we believe are worth looking for when choosing a wall paint:

Colour Quality With A Living Finish

Not all colour is created equal.

Paints made with natural earth and mineral pigments have a depth and complexity that synthetic dyes, like azo pigments, simply can’t replicate.

These colours respond to light throughout the day, shifting subtly from morning to evening, bringing walls to life in a way that feels layered and authentic. It’s the difference between a flat tone and one with real presence, colour that feels grounded, timeless, and impossible to copy.

Sustainability That Goes Beyond the Surface

Great paint should support the health of your home as well as the environment. Breathable finishes allow moisture to move through walls, helping to protect the fabric of a building and extend its lifespan. Using paints with low VOCs and minimal off-gassing also improves indoor air quality, creating a healthier living environment. It’s a long-term approach, investing in materials that work with your home, not against it.

Price as an Investment

Natural paints are, by their nature, more expensive to produce, true depth of pigment and carefully considered, plant-based formulations come at a cost. But, much like choosing organic food or investing in thoughtful skincare, it’s a conscious decision to prioritise quality, provenance, and long-term wellbeing over short-term gain.

Through our partnership with the Soil Association, we explore the fundamental role of soil as the starting point for everything, shaping how plants are grown, how land is cared for, and ultimately how natural materials are formed. It’s a reminder that what we bring into our homes is intrinsically linked to the health of the ground beneath our feet- read more about the partnership- read more about the collaboration HERE.

Within their category, natural, plant-based paints remain competitive, offering enduring value through their durability, nuanced finish, and the quiet but lasting impact they have on the spaces we live in.

Effortless Application

A beautiful finish should also be easy to achieve. A thick, creamy consistency means the paint goes on smoothly, with excellent coverage, in just two coats.

Quick drying and easy to work with, it’s a favourite among professional decorators, while still being completely manageable for home use. Our team have all tried and tested paint in there own homes, scroll down to see what they have to say

The result is a finish that feels considered, without being complicated.

Our handy How To guides can be found HERE

“Before I worked in the paint industry, I had no idea of the harm using a lot of modern paint could cause. Once you know the facts, they are hard to ignore. In our Edwardian terrace in London, we wanted to ensure the walls were looked after and chose Ethereal Blue for the living room, Lilac Pink 20% in the hallways and Mummy upstairs. I painted the rooms with help from family and even they said how lovely the paint was to work with, no smell, easy to use and we were all so impressed by the finish”

Louisa, marketing team

Colours Created By A Designer

When colours are created by an interior designer, they’re rooted in a deeper understanding of space, light, and history.

Drawing on historic palettes and traditional tones, these shades offer something you won’t find elsewhere, colours with nuance, character, and a sense of place. They’re designed to sit beautifully within a room, working effortlessly with architecture and materials to create a cohesive whole.

Edward has created our palette of 100+ colours, plus the 24 NEW colours in The Chatsworth Collection to work seamlessly together, creating rooms that are beautiful, honest and breathable.