Neutral Paints Top US Color Trends Analysis


A recently published study analyzed Google Trends to identify the most popular paint color in each American state.

Conducted by siding, roofing and gutter company All Star Home, the report specifically looked at Sherwin-Willliams and Benjamin Moore paint shades over a 12-month period. Additionally, more than 1,000 homeowners were asked about their paint preferences and favorite colors.

Report Findings

All Star Home explains that in August it analyzed 1,821 Google search terms related to the top Sherwin Williams and Benjamin Moore paint colors to complete this study. Then, for state-level data, search volume per capita averages over the past 12 months were looked at.

Additionally, the company surveyed 1,007 American homeowners about their paint color preferences and how they complete interior and exterior paint projects.

In terms of state color selection, neutral tones like soft grays, warm beiges and calming whites were found to be consistent choices. Other shades featured deep browns, blacks, blues and greens as popular paint picks.

According to the research, the most popular paint color in the United States based on the study is Sherwin-Williams’ Grizzle Gray. Five of the top 10 paint colors in the U.S. were found to be white.

“When it comes to painting, American homeowners have no problem picking up a roller or a brush. 93% of homeowners have painted at least one room in their home and have spent an average of $439 on interior paint projects in the past year. 1 in 4 think painting an interior room is easy, while nearly 1 in 5 find it challenging,” wrote the company.

“Exterior painting is clearly a different story. Only 27% of homeowners have painted the exterior of their homes, and they have spent an average of $1,001 on previous exterior paint projects. 36% of homeowners say exterior paint jobs are challenging. Nearly 1 in 4 consider these types of projects advanced, and almost 1 in 6 think it should be left to the experts.”

The survey also found that 40% of homeowners have regretted a paint color choice, while 32% have repainted a room because they didn’t like the initial paint color. Additionally, All Star explains that when it comes to paint finishes Americans prefer satin or eggshell and matte, but 30% say they don’t have a favorite paint brand. 

Other Recent Color Study

Earlier this year, in June, a study from real estate company Zillow found that home buyers tend to offer more money for homes with interiors painted dark gray.

The analysis reportedly found that white and other plane neutrals were outperformed by the dark shade in kitchens, living rooms, bathrooms and bedrooms, with the potential to sell homes for as much as $2,512 more.

The paint color analysis was reportedly based on a series of Zillow studies of more than 4,700 recent and prospective home buyers across the country. In each study, buyers were randomly assigned images of a home with interior spaces and front doors painted in one of 11 or 10 colors, respectively.

Each color then received a score based on buyers’ perception of the home, likelihood of touring the home and the price they would be willing to pay for the home. 

According to the findings, charcoal walls are associated with higher offer prices than white in every room studied, including kitchen, living room, bathroom and bedroom. Zillow reports that the “classic” white kitchen has also fallen out of favor with today's buyers, who reported they would pay $612 less for a home that has one.

Alternatively, homes with a deep graphite gray kitchen can allegedly sell for an estimated $2,512 more than similar homes, while a midtone pewter gray kitchen bring in $2,553 more than expected. Dark gray in the living room and bedroom also outperformed pale neutrals, with the potential to command offers of at least $1,755 more. 

However, Zillow noted that other shades of gray can hurt a home’s sale price, including when it’s used on a front door. Research reportedly found that recent and prospective buyers would offer an estimated $3,365 less for a home with a cement gray front door, but would offer $300 more for a home with a mid-tone rosy brown front door.

Earth tones were also associated with higher offer prices when used in the bathroom. For example, bathrooms painted terracotta brown would reportedly help a home sell for $1,624 more than similar homes.


Tagged categories: Benjamin Moore; Coating Materials; Coating Materials - Commercial; Color; Color + Design; Color + Design; Color selection; Color trends; Design; Design - Commercial; Exterior coatings; Interior coatings; NA; North America; Paint; Research; Sherwin-Williams; Trends

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