The “popularity” of a color, or colors, at least as it relates to home building and remodeling, depends on a lot of things, like where you live or who you ask. Of course, there is also a difference between established popularity and trending popularity. For instance, a report from home improvement company All Star Home identified the most popular paint colors in each state and the majority named were shades of gray, a timeless choice. Yet, look at something like Sherwin-Williams’s Colormix Forecast 2024 and, while grays are still mentioned, it’s blues, greens, reds, and purples that are expected to take center stage next year.
It’s not that one report is more accurate than the other. It’s that color preferences vary wildly. Because of that, we’ve collected a number of the year’s residential color-related announcements and introductions that we believe provide you, our readers, with a more comprehensive look at what colors the residential construction industry is most betting on and why.
NKBA Reports More Colorful Kitchens
In its annual Kitchen Designs Trend Report, the National Kitchen and Bath Association revealed color changes, namely “more colors,” as the most common kitchen upgrade. “(The) key color goal will be to create a sense of nature, calm and harmony,” the report reads.
It continues, “Top-of-mind colors for kitchens include greens, woods, whites, blues, grays and brown,” and identifies backsplashes, islands, cabinets, wall paint, and wallpaper as the top options for where to incorporate new "statement colors."
Gessi’s ORIGINI Palette Based on Personality Rather Than Trends
Earlier this year, Gessi, a manufacturer of premium original-design bath faucets based in Italy, a country long known for its influence on home design, released the ORIGINI Collection (pictured right | Image: Gessi), which the company touted as "a celebration of color and its influence on moods and ambiances." Not necessarily a reflection of widespread trends, ORIGINI instead embraces the idea of “different strokes for different folks,” offering a palette meant to cater to particular personalities. WARM, for instance, is for "people who love intimacy and romance" while ACCENT is "perfect for those non-conforming individuals who embrace color without fear."
Sherwin-Williams Tracks Trends by Color Family
Sherwin-Williams expanded on its annual Colormix Forecast this year adding Anthology: Volume One, “a biennial color trend report organized by color family,” according to the company. The four color families the report includes are: Blues & Greens, Reds & Purples, Deeps & Darks, and Delicate Tints.
Sherwin-Williams's Anthology: Volume One report reads that “(the Reds & Purples) hue group is likely to evolve ... with more muted and soulful clay pigments, pink-beige neutrals, true purples, and nostalgic brights taking the lead.”
The report covers a range of shifts in color tendencies since 2020, linking many of the changes—such as the convergence of blues and greens and the rising popularity of earth-aligned browns—to a growing connection with nature and a prioritizing of wellness. Sue Wadden, director of color marketing at Sherwin-Williams, is quoted in the report as saying, "In an era where well-being is increasingly important, dark colors can offer solace and soothe anxieties. Since 2020, deep-value tones have become synonymous with sanctuary, nurturing, and artisanal touches."
Alside Introduces New “Nature-Inspired” Palette
In an expansion of Alside’s color collection for its Coventry vinyl siding and Architectural Classics vinyl shake product lines, the exterior building products manufacturer recently introduced four new “nature-inspired” colors (pictured right | Image: Alside). In the press release announcing the new palette, Chase Creighton, business director for Alside’s vinyl and composite cladding division, is quoted saying, "With the introduction of these four new colors, we are providing homeowners with options to reflect the serene aesthetic and charm of coastal towns.” The company said that the introduction of the new colors was ultimately a response to “the increasing demand for vibrant and beach-inspired finishes in coastal markets in the Southeast.”
All Star Home Reports America’s Favorite Colors
After surveying more than 1,000 homeowners and analyzing 1,800-plus Google search terms, All Star Home this year released a report naming the “most popular paint colors in America.” Counter to the seeming rise in homeowners embracing color, grays and whites overwhelmingly accounted for the majority of state-level and national favorites. However, further into the report the data shows that when organized by exterior and interior color preferences, homeowners do seem to also be embracing blues and greens.
Image: All Star Home
As for how homeowners choose a paint color, the report reads, “The top ways to choose a paint color include looking at paint chips in the store, considering a room’s function and lighting, and buying samples. Picking a favorite color is another way some people decide.”
The Many Paint “2024 Colors of the Year”
It’s become an annual tradition for paint manufacturers to predict the coming year’s most popular paint color (or at least a paint color that somehow represents the vibe or personality, or whatever, of the coming year). This year was no different. Over the past several months, we’ve collected those supposed paint colors of 2024 for your easy viewing. While it’s easy to notice considerable diversity among the colors, there are also through lines of comfort, happiness, and nature connecting them.
Cracked Pepper (PPU18-01), Behr — Described by the company as a “versatile soft black that accentuates the spaces you create life moments in.”
Blue Nova (825), Benjamin Moore — “This alluring mid-tone features an enchanting duality, capturing the spotlight with endlessly classic appeal,” according to the company.
Ironside (422-7DB), Dutch Boy — “This deep, comforting green is a richly dimensional hue that soothes and reassures … It brings an allover sense of sophisticated comfort to our 2024 Color Trend palettes,” according to the company.
Blue Bay (MW1049), Minwax — The company explains that “this relaxing mix of blue and green expands our connection to water and wellness, moving beyond the growth-focused greens of recent years for a wholly immersive color experience.
Viva Magenta (18-1750), Patone — The company describes its color of the year as “rooted in nature … brave and fearless, and a pulsating color whose exuberance promotes a joyous and optimistic celebration, writing a new narrative ... It is a new animated red that revels in pure joy, encouraging experimentation and self-expression without restraint, an electrifying, and a boundaryless shade that is manifesting as a stand-out statement."
Limitless (PPG1091-3), PPG/Glidden — The company describes its color of the year as "a warm honey beige hue” that “reflects evolving consumer preference for softer, lighter shades," adding, "Limitless is strong enough to stand as a leading, primary color, yet has the essence of a neutral to serve in a supporting role."
Upward (SW 6239), Sherwin-Williams — The company describes its color of the year as a "a breezy, blissful blue. The color found when we slow down, take a breath, and allow the mind to clear."
Renew Blue (8003-37D), Valspar — The company describes its color of the year as "a nourishing, green-influenced blue that creates a sense of peace wherever you place it.
NKBA Reports More Calming, Comfortable Bathrooms
In its annual Bath Trends Report, NKBA reported that the “key color goals” for bathrooms in 2024 will be to “evoke a sense of nature/calm/harmony” (two-thirds of designers agree) and “create a mood of comfort” (60% of designers agree)—which echoes many of the sentiments seen regarding color throughout the industry. The report reads, “top-of-mind colors include greens, whites, blues, grays and wood that provide a neutral, natural, warm color palette.” Designer Lori Carroll is quoted in the report as saying, “Bright whites will be replaced by colors with warmer undertones: off whites, creams, linens. Natural moody colors will become popular, like pewter green and black.” She goes on to say that “White will continue to be a popular color for bathrooms, but I also see wood tones and greens pulled from nature emerging as
people are drawn to biophilic design.”
Owens Corning, James Hardie and Alside Weigh In on Exterior Colors in 2024
A lot of thought is given to color when designing a home. But while there is plenty to report when it comes to interior colors, exteriors often seem an afterthought—or at least get less attention. Thankfully, James Hardie, Owens Corningand Alside, which commissioned a survey to determine what siding and window colors are likely to be most popular in 2024, are weighing in on the subject.
As a testament to the growing thought being given to exterior color, James Hardie in November, for the first time ever, named an Exterior Color of the Year: Mountain Sage (pictured right | Image: James Hardie). It will come as no surprise that wellness and nature are at the root of the manufacturer's decision. The company's press release announcing its 2024 color of the year reads, "Similar to the popular plant-centric décor trend, green hues embody mood-boosting properties, promoting a sense of calm and wellbeing. Mountain Sage, as the Color of the Year from James Hardie, perfectly aligns with this shift in consciousness."
James Hardie describes Mountain Sage as "soothing and natural" and as "fostering a connection with nature that promotes mental serenity." In a statement regarding the selection, Sean Gadd, president of James Hardie North America, called Mountain Sage the "clear choice." He added, "We believe this color will inspire homeowners to reimagine their home's exterior and connect with nature in a whole new way."
Owens Corning's 2024 Shingle Color of the Year is Williamsburg Gray.
Image: Owens Corning
Owens Corning named Williamsburg Gray its 2024 Shingle Color of the Year in October, and its description of the tone aligns well with the now steadily cemented trends of calmness and nature. The company describes it as “relaxing on the porch” and “being one with nature,” adding that it takes “cues from river-washed rocks and granite cliffs” and “uses slate grays, volcanic blacks, and earthy browns to make a unique yet timeless impression.”
The colors that make up Owens Corning’s shingle color of the year neatly fit into what Alside discovered in its research into exterior colors. In a national survey of nearly 1,500 homeowners—conducted by The Harris Poll on behalf of Alside—15% liked light gray for an exterior color in 2024 and 11% liked light brown. Though, no color was more popular than off-white/cream. Said Chase Creighton, Alside’s vinyl and composite cladding division head, “Off-white/cream provides a perfect blend of elegance, versatility, and modern appeal that complements various architectural styles, making it a top choice for homeowners across the country." As for window colors, the company’s report found white (36%) to be a heavy favorite, with several other colors jockeying for second, third, and so on.
While Alside’s research provided insight into exterior color preferences, it also shed a little light on what ultimately influences color choice. The top factor by 10-plus-point margin was cost (35%), followed by availability (23%).