dulux trade ultra matt on a ceiling?

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Looking for someone who's covered their ceilings in Dulux trade ultramatt. Are you satisfied with the results? Our decorator is insisting on using it in our north facing front room and I'm looking for the whitest ceiling paint there is.... not sure we are on the same page with the decorator!

It's really good paint so will cover the ceiling no problem and give a good finish but it's expensive so unless it's paint he's got left over from another job I'd insist on using something cheaper.

I have used this on all my ceilings except the bathroom. Dulux Trade Ultra Matte is British Standard Colour (BSC) White. It's softer and warmer than Pure Brilliant White because it doesn't contain as much blue pigment or reflective additives. The difference between the 2 shades is subtle until you see them under different light conditions and in different orientations. It's good paint and would be well suited to a North facing room. PBW was amazing blue in my North facing rooms. try a test?

You don't have to paint your ceilings white at all, of course - and is Ultramatt not a finish rather than a colour...?

However @Telegram is right, BS white (00 E 55) is a lovely warm white, completely different from Brilliant White. I can't stand Brilliant White, but specified BS white last time we decorated (and am now painting over that in turn!)