How textured finishes are changing the game in metal design

By Jesse Sanchez.

Standardized palettes and real-wood aesthetics are making metal coatings more appealing than ever.

As the demand for more sophisticated, weather-resistant building materials grows, AkzoNobel is stepping up with textured coatings that not only deliver on performance but bring design flexibility and ease of planning into the spotlight. In this episode of CoatingsCast, host Megan Ellsworth sat down with Amanda Paterline, commercial marketing manager at AkzoNobel, to discuss how these coatings are evolving — and why that matters more than ever to contractors and designers alike.

Amanda zeroes in on a major industry shift: the need for materials that are both visually appealing and logistically reliable. The textured finishes, particularly AkzoNobel’s CERAM-A-STAR 1050 Frost and Expression lines, are pushing that frontier by combining realistic aesthetics with high durability and now, streamlined availability.

“People want the authentic grained look on a printed product,” Amanda said. “So, we say, ‘Let’s adopt the same strategy of having a standard palette available.’” By reducing the complexity often associated with printed and textured coil coatings, AkzoNobel aims to make project planning more predictable — an increasingly critical factor in today’s fast-paced construction timelines.

Amanda points out that these products are not only easy to install but also forgiving in application. “Sometimes the textured products can be a bit easier to grip,” she noted, adding that while standard safety precautions apply, no extra steps are needed compared to traditional smooth coatings.

There’s also a strong push toward affordability and competition with other materials. “Our initial analysis is that this is a more affordable solution relative to vinyl, traditional wood or cement board,” Amanda said, suggesting that metal with textured finishes is carving out new territory in the residential space.

Ultimately, the takeaway is clear: textured coatings are no longer just a niche trend — they’re fast becoming a core option for builders seeking durability, energy efficiency and next-level aesthetics.

Read the transcript, Listen to the podcast or Watch the webinar to learn more about textured coatings, project planning advantages and how AkzoNobel’s innovations stack up!