Behr Paint Company Introduces 2027 Color Of The Year

How does Behr Paint determine the colors that will shape design in the coming year? It starts with extensive travel and trend-spotting, says Kayla Kratz, head of color at Behr Paint Company. “We’re always keeping an eye on the pulse of trends and where things are moving,” she shares, noting that visiting design shows in Europe helps solidify color candidates. And all aspects of a color go into the equation, from the right chroma to saturation. As does the cultural climate.

According to Behr Paint’s research, 84% of Americans agree that the right paint color is a critical factor in making a space feel like home. Creating a sanctuary is particularly resonate when external factors feel unpredictable, like global unrest, or inauthentic. Think: “optimization culture,” which prioritizes performance on social channels rather than a true reflection of an individual’s needs. As a result, more and more people are craving a space where they can be themselves. “At a high level, Grounded represents this move—not only to the return of color but a move toward earth tones that are cocooning; a move toward physical spaces feeling more human and sensorial,” Kratz continues.

As AI tools becomes more prominent, Katz asserts that the work her team does to select colors that will define the next year and beyond is more vital than ever. “When it comes to something that brings connection and meaning, AI struggles,” she shares, noting that there’s a shift in the velocity of digital culture as viewers question whether images are “real” or generated. “It takes so much more effort to parse out what is meaningful,” she continues. “This further enforces the need for colors that bring retreat, rest, reassurance; it’s so important right now.”

Ultimately, Grounded invites a new perspective on the aesthetic of calm, which Katz says is evolving. “Calm used to mean neutral, beige, white, and gray, which stems from the need for things to feel clean,” she shares. “Now calm means richer—something that has more depth and brings true feelings of restoration.” Behr Paint is at the fore of this color transition.

From Color of the Year to Community Engagement

Additionally, Behr Paint is donating $250,000 to Habitat for Humanity to support their affordable homeownership programs with construction materials and other needs in honor of the brand’s 10th Color of the Year anniversary. Through this partnership, readers can nominate a deserving friend or family member to receive $5,000 toward transforming their space by entering on Behr Paint’s social channels.

“We’re grateful to be a part of the Behr Color of the Year initiative and look forward to working together to bring more families home,” said Charlita Stephens Walker, vice president strategic partnerships at Habitat for Humanity International. “At Habitat, we remain grounded in our vision of a world where everyone has a decent place to live, and this partnership illustrates Behr’s shared commitment to that goal. This support will directly help more families achieve homeownership in more communities across North America.”