Concrete can be painted with latex-based paint, the type of paint you would use on drywall, but it's not advisable in most situations. If your concrete is outside or it's a floor or counter, the material will see a lot of use, and that means there will a lot of wear and tear on the paint. \
Epoxy paint resists chipping and wear very well, and it's ideal for high-traffic areas. This paint sticks well to concrete and will create a nice, even coat of color when properly prepped and applied. \
You can use other paint on concrete, but epoxy is definitely your best option, and it will last the longest. \