Behr Paint Reveals Their ‘Bold’ New Color of the Year for 2025: A 'Reimagined, Luxurious' Red!

"It's not your grandma's red," Erika Woelfel, Vice President of Color and Creative Services tells PEOPLE. "It's reinvented and reimagined for 2025"

Behr paint is going big for their 2025 color of the year!

On Aug. 21, the company announced “Rumors,” a reimagined deep ruby red that adds “warmth and rich allure both in and outside the home” as their pick for next year.

“Red, it's just such a timeless color,” Erika Woelfel, Vice President of Color and Creative Services tells PEOPLE. “We've been talking about it. It's been out there. Artists have used it. Designers have been using it."

"It just feels right, it feels sophisticated. It feels bold, but it's still approachable. It draws us in and it's really captivating," adds Woefel, who is also a color expert and leads a team of nearly 30 creative individuals in graphic design, color services, website development, photography, and visual merchandising materials.

“Rumors," which will be sold exclusively at the Home Depot, is part of Behr’s larger 2025 Color Trends Palette, an annual selection of forward-looking colors, ranging from tantalizing warm tones to stunning cooler shades to simplify the color selection process for DIYers, designers and paint professionals.

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While the color is a dramatic departure from years past, which included soft black in 2024 and a warm white in 2023, research shows that buyers are ready for more color.

According to a Behr press release “more than three-quarters (76%) of Americans would consider painting a room or wall a shade of red” while “about three-quarters (73%) believe that embracing the color red can add depth and character to living spaces and more than half (61%) agree bold red walls feel warm and captivating.”

For people who are apprehensive about incorporating the color in their home, Woelfel suggests starting small.

“You can place Rumors around a fireplace to create a really beautiful moment in the living room. If you're just looking for a small way, if you're living in an apartment, or a space where you can't change a whole lot, you can paint a piece of furniture. You can upcycle a found piece and create a really beautiful statement with a piece of furniture, a chair, a table, a dresser,” she says.

“You can also go big with it. This is where you really get the impact, when you do a color drenching room in a dining room or a living room, or place an accent wall in a bedroom to highlight the headboard and create a beautiful focal point. It grabs your attention and it's really, really captivating.”

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Selecting the next color of the year is a lengthy process which starts almost immediately after announcing the previous winner.

“It takes us a year probably to pull together the color of the year, the trend palette, all the content that comes around it,” says Woelfel adding that the team looks at a “wide range of influences” when considering options.

“We look at what's happening in fashion and home decor,  lifestyle. What people are doing. Hobbies. What they're eating. Where they're going. What they're talking about. What's really resonating. There's all these different factors. One of the things that we noticed as we were researching for this year is that, people are really interested in engaging with color. I think they've been living in the neutral zone for quite a while.”

As “Rumors” emerged as the top contender, Behr knew it was the perfect choice.

“This red was one of those colors that we're starting to see bubble up. It has a very nostalgic association. In the nineties, there's this vintage vibe, but it's not your grandma's red. It's really reinvented for 2025. It's a re-imagined red that makes a luxurious statement wherever you place it in your home. Whether you choose to go big with it or go small, it's just very versatile on so many different levels.”

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