Even though we live in a small, rural town, there are many furniture and home decor manufacturers. Small workshop-type factories filled with friendly workers, creating American-made furnishings. Nearly all are made and sold with "aged" finishes, to give them a reclaimed-wood finish. So, last year during the holidays, my friend (an owner) said he needed some extra help, and I joined in. I ended up working in the paint and finishing department for many weeks, creating the finishes that people pay thousands upon thousands of dollars for. Among other things, I learned that when you're going for an aged look, it's hard to do anything that's actually "wrong," so long as you completely finish the work when you're done, either with a rub-on wax or a brushed or sprayed varnish of some kind.
So, based on my experience, I was excited to try this out. To my delight, with this chalk paint, not only can you not-go-wrong, it is very easy to use. When you use this chalk paint, first make sure the wood is free of dust, grease, or other things likely to wipe off in the future (taking the paint with it). And then... you paint. That's it. Super easy. Clean up with water. The paint tends to cover very well and go a long way, too, although I could imagine a need for a second coat in some unusual circumstances, as with all paints/prior finishes.
The best-case use for these is probably when refinishing furniture -- literally reclaiming wood or furniture. When replacing wood finishes, you normally need to strip the wood of any paints and varnishes up front; sanding is hard work, while the highly combustible chemical approach to stripping wood is arduous at best, and dangerous in many circumstances including in enclosed spaces or during pregnancy. Plus, if there is much detail to the wood, it can be nearly impossible to do completely.
To my mind, the smokey eyes color we got fits contemporary-to-modern decor, with the farmhouse style really ideal for chalk paints, generally. This shade might be best when you're looking for a darker neutral which still comes across with a pleasant-yet-noticeable impact of color. It would also work well with a contrasting color (say, a white) painting underneath, or on top, and then doing some easy, light sanding after it dries, to allow the colors to merge into a pleasantly uneven farmhouse-style look. Remember to add a finish when you're done, like wax or varnish, afterward.