We've painted some brick in the past and it looks great when done correctly. Some things to look out for when painting brick: stains, yellowing, cracks, mortar issues and the "reason" for wanting to paint the brick."
If asked to paint brick, my first questions is: Why? Are you trying to cover something up or is it strictly a design idea. If something is being covered up, like a yellow or ash stains... we've got some work to do. If it's strictly for design, then away we go.
First: clean clean clean clean clean clean, scrub, clean and then clean again... lol it's kind of important... dust and dirt isn't good, yellowing NEEDS to be dealt with correctly. Make it look new before painting the top coat.
Covering Stains: You'll NEED (The stains WILL show through without it) to use a blocker primer of some sort. Whether designed for masonry or not (interior can be done with many different blocker primers, exterior I'd stick with some sort of masonry primer). An oil based or SW Lexon Masonry Primer is best for either application.
Mortar repairs: do those well ahead of time so they can cure correctly. ALL imperfections will show clearly through brick painting unless using a very thick top coat and even then, they could still show up in the finished product (unless that is the look you want).
Design only: You can prime, after cleaning, with most products but I'd stick with something designed for masonry.
Top coats/ the paint: I'd be ok with using a few different products (not from HD or those other big-box guys). I stick with SW for many reasons. Their products are typically well made and backed. Superpaint and/or Duration are good unless you need something to fill in cracks, then you can move into something more commercial-grade, like an elastomeric, block filler or even epoxy if that is the look you want but, careful, the thicker and more commercial the product, the tougher it is to get off if needed in the future and anything not water based, be prepared to toss out or clean with a chemical and not ever use it for a water based product again. Thicker products will dull the effects of the brick softening corner and filling in mortar lines so, think it through.
Application: You can prime in the morning and technically paint in the evening depending on condition and mil. application thicknesses preferred and the product but try and stick with: clean 1 day, primer next, paint next avoid any potential issues (outgassing, drying issues, adhesion issues, etc...).
I'd spray... I always prefer spraying over brushing to avoid adding any roller or brush marks if possible. If brushing, grab the data sheet from SW or online and it will tell you how to thin/retard the paint to extend the dry times and thickness to help with gravity evening it out before fully drying.
Advice: Always grab the data sheet. All paint stores should be able to provide them for you for any chemical or paint they sell you. If not, pull one from the internet. They are a HUGE help with looking to see: dry times, retardants, thinners, clean up, ideal conditions, what they are designed to be painted on, primers to be used with those specific products and, of course, safety information. We leave a binder of our data sheets of ALL our products (even cleaners) in every home we paint and bring any liquids into. This could be a tiny added bit of value added to a sale or rental since they know exactly what primers and paints were used with order numbers, paint colors, primer names, store locations etc... to get more paint. They'll know you didn't skimp on the paint and they'll assume you didn't cut corners in other areas as well.
Hope that helps. If anyone has a specific questions about a specific situation... IM me! I'll always try and help out where I can.
Chris & Acacia
HKPD
