Out from the Shadows
Is black paint moving from niche accent to mainstream colour choice? Tamsin Kingswell finds out.
Although black paint has always had its fans, it’s fair to say that it has become increasingly prevalent in recent years. First, Behr made Cracked Pepper its colour of the year for 2024.
This trajectory has continued, with more recent colour of the year selections leaning into darker, more complex neutrals, from rich charcoals to deep brown-blacks, as seen in James Hardie’s Iron Gray, Benjamin Moore’s Silhouette and STAINMASTER’s Truffle.
Benjamin Moore | Nightfall
Susan Wadden, Director of Colour Marketing, Sherwin-Williams, has also noticed an uptick.
“In the US, we have seen a consistent rise in gallons tinted in Tricorn Black (our truest black) and deep charcoal over recent years, in some cases, hitting the number one or two top tints. Ideas around sanctuary and safety that built during Covid have morphed into a deeper expression with black. It’s a little edgier somehow, likely a reflection of political unrest, economic turmoil and war.”
Paint & Paper Library | Kohl
We may think this appreciation of black as something of an outlier, but according to Andy Greenall, Head of Design, Paint & Paper Library, it’s actually nothing new.
“Soot is one of the very original pigments. Black is traditionally used in high-gloss on front doors, exterior railings and metalwork, but is increasingly being used in contemporary interiors,” he explains.
Certainly, social media has seen a strong presence of black interiors. Part of this can be put down to its inherent theatricality; Greenall notes that black can dramatically change the interplay of light and space in a room, while effortlessly coordinating with a really wide range of existing materials and surfaces in the interior scheme. “It’s easier to use than you might imagine,” he adds.
Paint & Paper Library | Eau de Violette
Rob Abrahams, COAT Co-Founder, agrees:
“Colour drenching an entire room in black is a bold choice. Yet it can feel strangely humble when the room itself is grand, almost like a neutral.”
COAT | The Record Store
Tash Bradley, Director of Interior Design and Colour Psychologist at Lick has noticed more consumers willing to decorate with darker colours.
“It was important to us that we showcased the beauty of ‘daunting colours’ and the positive impact they can have on our homes. We did this with Heinz ketchup red and now with black,” she explains.
A highly targeted campaign has been extremely successful, as has a collaboration with iconic makeup brand M·A·C as part of celebrations for its 40th anniversary. M·A·C Black 40, an exclusive limited-edition black paint, sold out quickly. Now a dark velvety black has also been included in the brand’s palette.
“Through content we could give consumers the confidence to move away from ‘safer’ neutrals and experiment with the deeper, darker colours that they’d always wanted to try,” she explains.
Sometimes, you just need to give people permission to play.
Lick | M.A.C BLACK 40 limited edition
Not everyone, however, is on board. Patrick O’Donnell, Brand Ambassador, Farrow & Ball, will also take some convincing;
“I don’t believe black is the ‘new neutral’ as the connotation of a black or dark room has a limited appeal. However, we are definitely seeing consumers using darker shades with less anxiety and slowly understanding how, in the right environment, they can become cocooning and luxe.”
Farrow & Ball | Railings
At COAT, black paint has declined 40 per cent as a share of sales in recent years. Yet Abrahams believes this is more a reflection of the rise of other darker colour options.
“Sales of very dark green shades, and even dark rich aubergines have grown for COAT, meaning people are choosing to nuance the dark colours used at home rather than opting for pure black shades. Less black and white if you like,” he explains.
Wadden agrees.
“Black, charcoal, deep green and red have inspired both designers and consumers to explore dark colours. I think black might be flattening in popularity with the rise of these more diverse darks.”
COAT x Corston | Gumption
So an uneven picture then on just how black the future will be painted. Looking forward, this shift can perhaps best be viewed as the first move towards an increasing consumer comfort with using darker shades. After the earthy, cocooning colours that proliferated during the pandemic, these darks now feel exciting and aspirational. It’s safe to say that black and associated tones are no longer daunting.
This feature was first published in MIX Magazine. For more colour and design insights visit our creative agency Colour Hive's digital platform, In Colour.
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