Unfortunately our houses mostly have dark roofs as lighter colours will look dirty and ugly after a short time due to air pollution. This is a problem for houses located at the “sun belt” of the earth, a lot of heat from the sun is collected over the roof. Imagine a paint could have any colour in the visible but would be white for the rest of the solar spectrum. Much less heat would be absorbed even with darker colours. IPS has developed paints and coatings for building applications, which reflect significantly more solar energy than standard paints with the same colour. This means less heat is lead into the house and finally less heat must be compensated by the air conditioning.
Besides the aspect of energy saving the coating itself does not become as hot as standard paints, and this will increase the lifetime of the coating.