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Thursday, 23 May 2019

Smart is too hip and trendy

Thursday, 4 November 2010 | Posted by: Sonja Specks, European Coatings Journal

Today nearly no coating exists on the market the word smart is not used for. No matter what kind of nanomaterial has found its way into the product, you always have one more feature than the "old school” requirements. For example corrosion protection, aesthetics and bending skills are usual demands, nothing special. These minimum requirements have to fit and are just compared to elderly products. It seems to me that the industry is tired of speaking about these skills.

The only awaking moment happens when it comes to the claim for a new product beeing technologically "even better" than its previous product - besides all the price discussions. This "even better" seems just to be fullfilled with smart additives, fillers or pigments. Besides this technological demand the idiom "smart” is quite marketing driven and it seems to me that some product developers simply add titaniumdioxide to improve the scratch-resistance slightly, but actually to call the whole product "smart". To me real "smartness” is showing improvements in finding solutions for so far impossible requirements. Very flexible hard top coats would be a dream coming true not only for furniture coatings. Up to now you either find hard coatings or flexible ones. A combination of both properties can only be achieved through compromises. Although it seems to be a tough demand I guess that this would be a real smart innovation. And maybe the marketing people find the next phrase word for such a big innovative step. Don't you think so, too?

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