COTY season is here — that time of year when paint companies, after months of tea-leaf and tarot-card reading, announce their respective Color Of The Year. Those divining the new hues consider the social mood, political climate, economy, world events, travel trends and the color of the inside of their eyelids, before extracting from their voluminous color-wheels the one color they think consumers will crave — or perhaps the ones they want them to crave — in the coming year.
Anyway, it’s a moment.
And while I recognize the COTY for the marketing ploy it is — a way to get consumers to redecorate and repaint — I also see nothing wrong with that. Personally, I look at these annual picks the way I look at my horoscope: fun but not life-changing. I also like to study the collective color picks to see what the forecasters are trying to tell us.
In past years, the messages have been clear. Three years ago, when we were in the throes of lockdown, most COTYs were some shade of green, a reflection of our desire for healing, for balance and to get out of the house. Other years, we’ve seen strong waves of watery blues, indicating a yearning for cleansing, clarity and calm.
This year, the direction is not so clear. We’re still waiting on a few big dogs, like Benjamin Moore, PPG Paints and Dunn-Edwards. But of the paint companies that have announced 2025 COTY picks, two chose a deep reddish brown, two opted for soft greenish-blue and a fifth went with a bold blue the color of painter’s tape.
San Mateo interior designer Kanika Khurana sums it up best: “What these colors tell me is that the mood is uncertain. Colors are all over the place. We have murky reds and not-true blues. With the upcoming election and political environment as it is, the overall feeling is unsure.”
Unsure — now that would be a good name for a paint color.
“We’re definitely seeing a move toward more earth tones and browns,” she says, “a shift to promoting comfort. We’re also seeing a color comeback; we’re using less off white and beige.”
“After several years of color trends leaning toward greens and blues, it’s exciting to see warm rusts and maroons,” says interior designer Lauren Sharp, who leads the design team at Freemodel, a Burlingame-based home remodeling company. She describes the 2025 COTY picks so far as “muted, moody and earthy,” with a gem tone here and there.
“Many of the colors also have a yummy vibe,” she adds. “Coffee and berry pie come to mind.”
If she had to pick a favorite, Khurana leans toward Raku, a burnt brownish red by C2 Paint: “It’s both modern and traditional.”
To Sharp, Quietude, the HGTV Home by Sherwin-Williams COTY, stands out: “The soft, cool sage would be perfect for those who love neutral interiors but want to bring in a subtle color that pairs well with oatmeal, cream and natural wood.”
Here are the 2025 COTY picks from five major paint companies, along with their purple prose:
Behr Paint Rumors MQ1-15: Andy Lopez, Behr head of marketing, calls this shade “both timeless and modern.Rumors makes a statement but is also incredibly versatile, thanks to its rich undertones.”
C2 Paint Raku 549: Raku draws inspiration from a centuries-old pottery method used in Japan. “This rich hue, with its deep cordovan earthy brown hue and sanguine undertones, embodies the art of revitalizing the old with the succession of its renewal,” says Philippa Radon, C2 Paint color director.
Valspar Encore 8002-45G: After choosing a shade of blue last year, Valspar brought blue back for an “encore,” says Sue Kim, Valspar color marketing, who calls it “an anchoring, honest blue hue that creates a joyful respite from the ebbs and flows of life. Its deep blue tones emulate both the elusive luxury of Old-World design and the futuristic blending of our physical and digital world.”
HGTV Home by Sherwin-Williams Quietude SW 6212: This cool sage green hue with a slight blue undertone is serene, says the brand’s press release, “Quietude reminds us to slow down and look for happiness in the everyday small moments.”
Dutch Boy Paints Mapped Blue 429-5DB: “We’re seeing a significant shift, particularly among Millennials and Gen Zs, toward products that offer durability, function and timeless aesthetics,” says Dutch Boy color marketing manager Lisbeth Parada. “Mapped Blue answers this call, providing a classic yet modern charm that can adapt to various design styles and stand the test of time.”
Marni Jameson has written seven books, including “Downsizing the Family Home.” Reach her at marni@marnijameson.com.
