In paints, they have certain compounds in them that provide the durability of the paint. The unfortunate part is that these are the compounds that cost the most in the paint, which is why you have varying pricing degrees from say Walls alive to the cheap stuff at other shops. You also can get varying types of bases in the paint, like at Maria Tomas which paints are actually clay based instead of chalk based like most other paints and there's a eco store on 17th that has milk based paints and other no voc type stuff.
Another thing is that the more of these compounds in the paint, the more of a pain in the .... it is to work with as the paint itself tends to dry more extremely quickly than normal. Paint in calgary, due to the lack of moisture in the air tends to dry before you're finished with covering a wall leading to streak marks and an imperfect looking job. One thing I would definitely recommend is getting a thinner and use it somewhat liberally (they have a specific product for latex, don't add paint thinner as that only works for oil based. I just can't remember the name of it off the top of my head)
When you're painting, try to be as quick as possible when doing it without doing a bad job so that way you get as smooth of a paint job as you can.
Also, do 3 coats as 2 usually doesn't quite look as good as 3 does.
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