The answer depends on what type of product you are talking about. For interior and exterior acrylic paints, Kelly-Moore is infinitely better than Sherwin Williams. This opinion is from personal experience. For fast drying wood stains and some epoxies Sherwin Williams is better.
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You can go call or go to your local Sherwin-Williams Store and they can cross-reference the color and in turn show you the closest color in their color palette or they can match the color perfectly using the computer color match system. Good Luck
Although you'll find Sherwin Williams in Consumer Reports, and most likely not find Benjamin Moore rated, I find that Ben Moore is more user friendly. They have marketed their product line that makes it easy not only for myself, a decorative artist, but for decorators, and painters and our clintel as well. I find my clients more comfortable because they can gain easy knowledge and access to the product line. I can count on their products to do what they say they do, while I find Sherwin Williams drying shinier and taking longer.
They all have paint swatches. -Compare them.
Kelly-Moore Paints was created in 1946.
Founded by William Kelly and William Moore. Moore family owns majority of the company shares