Titanium Dioxide is the ingredient in paint that provides the "Hide" or "fullness" of the finish. It is also a very expensive paint ingredient. In recent years many major paint manufacturers have reduced the amount of titanium dioxide and added more less expensive fillers in order to keep paint costs under control.
This has worked pretty well with the exception of deep accent colored paints such as dark Reds, Oranges, dark Blues and bright Yellows.
These paints now depend more on the added "colorants" or "pigments" to achieve hide. The problem is that, absent titanium dioxide , colorants are translucent. This allows light to pass through the coating and reflect the surface below, if the surface below is a white primer or light colored paint it could require as many as six coats of finish paint in order to gain the opaqueness needed.
The solution is to prime the walls with a primer that has been tinted to a medium gray color. This will reduce the light reflection and the required fullness should be achieved with two finish coats.
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