Many of the category's biggest names (think: Benjamin Moore and Sherwin-Williams) have their own virtual paint color apps, in addition to some handy tech tools that are independent of any brand ...

Paint matching apps run the gamut, but here are our picks that can help you find a more precise paint color, pronto.

TV campaign The retailer is supporting the app’s launch with a television campaign that positions it as providing a new way to paint by enabling users to take any color on a virtual test-drive.