PPG’s 2024 Color of the Year is Sweeter Than Honey (Beige)

A neutral for the future, Limitless reflects our evolving preference for softer, lighter shades.


Whoever said beige is boring may need to expand their limits.  

Need proof? PPG Paints recently announced Limitless, a warm honey beige hue, as its pick for the 2024 Color of the Year. The versatile shade also is a fresh alternative to gray, which has reigned as a go-to “neutral” for more than a decade.  

“Limitless is bold enough to serve as a leading, primary color, yet has the essence of a neutral to act in a supporting role,” says Ashley McCollum, PPG marketing manager and global color expert for the company’s Architectural Coatings sector. “In the architectural space, we anticipate that it will rapidly become one of the newest neutrals due to its versatility.”

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Described as subdued, sophisticated and calming, Limitless also reflects a shift in consumer preferences toward warmer, less saturated colors for everything from automobiles to architectural elements.

To go along with the shade, PPG’s global color experts curated a color palette of more than 40 complementary hues, organized into three distinct color palettes. The first volume features soft, grounded colors; the second includes earthy greens, florals and energizing blues; and the third is a mix of playful and dramatic colors.

When combined with these palettes, Limitless feels warm and soothing, yet also highly curated and elegant, according to PPG’s color experts, who evaluate global social, cultural and political dynamics influencing trends when choosing a color of the year. 

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In this case, the collection tells the story of how cultural undercurrents are shifting toward optimism, creativity and introspection. For context, PPG chose Vining Ivy — a serene bluish-green shade that symbolized a need for simplicity after spending so much time at home during the pandemic — as its 2023 Color of the Year. 

“What we found through our annual workshop was an eagerness amongst consumers to find comfort amid the chaotic world, a willingness to break free of convention and a growing focus on creativity, well-being and fulfillment,” McCollum says. “From a color perspective, these sentiments are cultivating a fondness for stabilizing, calming colors with feel-good vibes.”

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Limitless works with both warm and cool tones, including shaded whites, delicate pastels, earthy neutrals, softened jewel tones and bold, bright hues. The color also pairs well with popular black and brass metal tones and silver and bronze finishes.

“Around the globe, we’re seeing a movement from cooler, deeply saturated tones to lighter, warmer shades of reds, yellows and beiges,” adds Vanessa Peterson, PPG global color styling leader for Industrial Coatings. “For product designers looking to differentiate and embrace trending, mellow shades, Limitless has endless applications to lend an air of modernity, leaning from polished to playful.”

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