I think it was already mentioned here, but use a tinted primer. If
you're buying BM paint at an BM store they can tint the primer so its
compatible with the wall color. Painted the dining room a deep terra
cotta over a tinted primer. It took three coats but looks great. It
also helps that my sister works for BM and I'm always getting these
little helpful tidbits.

Cheers,
Steve