White is the New Black Gone Green... When It Comes to Roofs

Because they are white, elastomeric coatings reflect more sunlight before it becomes heat. Traditional flat black roof coatings, such as asphalt, absorb sunlight and radiate heat. These Rohm and Haas elastomeric coatings also protect against cracking because they themselves expand and contract as part of the roofing material. The result is a cooler and longer-lasting roof, lower ambient air temperatures and energy savings for the entire building. (Photo: Business Wire)