A custom color paint or stain tinting system employs at least one light-colored non-infrared-absorptive base paint or stain packaged in a point-of-sale container and an array of colorants including an infrared-absorptive black liquid colorant, a non-infrared-absorptive black liquid colorant, and one or more additional liquid colorants made with non-infrared-absorptive pigments. The infrared-absorptive black liquid colorant or non-infrared-absorptive black liquid colorant may respectively be used to make custom-tinted interior or exterior paints and stains.