paint. Ordered matching color from Automotive Touchup. The color was great, but it's a lot of work. I don't know if it's entirely possible to get the same texture as the factory job, likely not, but if the car is old and you don't care that much anyway you can do OK. It will look fine from a distance. With more work and more care and buying more expensive tools you can probably get closer to factory finish than I did.
I just used the aerosol cans (primer, base, and clear) with smooth application adapter. Took my time, lots of sanding prep, polish, etc. I'll bet if I had invested in a compressor and real spray gun it would have been better.
I would do it again on an old cheap car, wouldn't be embarrassed to drive it around, but not on something I think I want to sell for max dollar.