The article provides information on the use of fractal dimension in assessing the quality of the appearance of paint coatings. It was established that with an increase in the surface roughness of the coating, a decrease in the appearance quality grade and an increase in the fractal dimension D are observed. A correlation between the fractal dimension and the quality class of the appearance of the coating is established. With an increase in the fractal dimension of the coating surface profile, its brightness decreases and the numerical values of the profile perimeter increase. A model of the coating surface profile length on the fractal dimension D is proposed. The results of evaluating the surface profile of the coatings indicate that with an increase in the surface tension of the paint composition, an increase in the fractal dimension and a lower quality of the appearance of the resulting coating are observed. Numerical values of the index of the fractal dimension of the surface profile of the paint coating are obtained depending on the porosity of the cement substrate. The influence of the method of applying paint on the quality of the appearance of coatings was established.