Maneuvering in the paint aisle

The paint aisle can be a lonely and mystifying place. Store shelves are stacked high with cans that look almost identical, bearing names full of promise: Premium, Premium Plus, Premium Plus Ultra and so on. Prices per gallon hopscotch from $20 to $60 to $100, and it’s difficult to know whether you’re paying for quality or hyperbole.

Consumer Reports offers advice on which finish to choose – and how to save money.

Why sheen matters

The choice of finish is a question of design and function. And there are real differences in both.

• Flat and matte. Flat has a nonreflective finish; matte has a very low luster. A paint line usually comes in one or the other. Both finishes minimize any imperfections on walls by absorbing light that would otherwise refract and bounce every which way. These finishes stain easily, so they’re best suited for ceilings, bedrooms and walls where small handprints or big splatters aren’t common.

• Eggshell and satin. Eggshell is shinier than matte, but it still has a soft look. Satin is more lustrous and usually easier to clean. Some paint lines offer both finishes. They’re easier to clean than flats or mattes, making them ideal in the widest range of applications -- kids’

rooms, hallways, living rooms. They can be used on both walls and trim, and when done in the same color, your eye is directed to the furniture and wall art, not the trim.

• Semigloss. This is the shiniest of the sheens. Paints with this finish are formulated to fend off stains and are usually a cinch to clean. Sticky fingers and moisture from steamy showers pose no problem. Semigloss is a great choice for highlighting trim and doors.

Savvy ways to save money

A higher price doesn’t guarantee quality. Here’s how to lower your costs without sacrificing your satisfaction:

• Online paint calculators tell you how much you’ll need. You’ll find these handy tools on the websites of paint retailers and manufacturers. “Pay attention to whether the calculator is assuming one or two coats,” says Consumer Reports’ paint expert, Enrique de Paz. “If you’re using one of the top-rated paints to cover old paint, assume that you will need only one coat.”

• Facebook pages for manufacturers and retailers can be a resource for coupons, rebates and news about sales.

• Five-gallon containers usually cost less than buying five 1-gallon cans when tackling big jobs.

• “Oops” paints or “mistints” are containers that have been returned or left at a store after a change of heart, and Consumer Reports has seen “oops” cans for $9 or less. Ask about them at the paint counter. If only a gallon is available and you need two, buy a gallon of the regular version in the same color and mix them together to get a consistent color.

• Shop during the week leading up to three-day holiday weekends for Memorial Day and the Fourth of July. That’s usually when you’ll find sales.