PPG names ‘Limitless’ as 2024 Color of the Year

PPG names ‘Limitless’ as 2024 Color of the Year

Warm honey beige hue reflects evolving consumer preference for softer, lighter shades

  • By ICN Bureau | August 22, 2023

PPG today announced Limitless as its 2024 Color of the Year. This contemporary honey beige shade offers infinite design and styling possibilities for residential and commercial interiors and exteriors. consumer products and industrial applications. Subdued, sophisticated and calming, Limitless reflects a shift in consumer preferences towards warmer, less saturated colors for everything from automobiles to architectural elements.

Along with this signature shade, PPG’s global color experts curated a color palette of more than 40 complementary hues, organized in three distinct color palettes, or “volumes.” The first features soft, grounded colors; the second includes earthy greens, florals and energizing blues; and the third is a beautiful mix of playful and dramatic colors.

Limitless, when combined with colors from these palettes, feels very warm and soothing, yet also highly curated and elegant. Together, the collection tells the overarching story of how cultural undercurrents are shifting toward optimism, creativity and introspection.

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

“Around the globe, we’re seeing a movement from cooler, deeply saturated tones to lighter, warmer shades of reds, yellows and beiges,” said Vanessa Peterson, PPG global color styling leader, 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.”

PPG’s color forecasting is a comprehensive process, covering a wide range of end-use segments and regions. To create the 2024 collection, PPG’s color styling team evaluated social, cultural and political dynamics influencing trends in every region of the world.

“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,” said McCollum. “From a color perspective, these sentiments are cultivating a fondness for stabilizing, calming colors with feel-good vibes.”

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