with paint chips and deeper scratches, there are some things to do to make it look a lot better without respraying the panel.
get touchup paint from paintscratch.com. that should get you the closest match.
next, clean the area well with isopropyl alcohol, or kleen strip prepall, to remove any wax residue. using a plastic toothpick, carefully fill in the scratch/chip, taking care to stay away from the painted surface around the defect.
make sure to slightly overfill, leaving a little "hump". after it cures, very carefully wetsand the hump down with 1500-2000 grit wet sandpaper, until it is level with the surrounding paint. then use rubbing compound to polish out the sand marks.
this should make it a lot less noticeable. let me know if you have any other questions!