"Color of the Year announcements have evolved-considerably. They've grown from simple paint-chip reveals to full-scale cultural events that include mini documentaries, pop-up experiences, museum collaborations, fashion and tech crossovers and more. Multi-sensory branding is a growing trend. Pantone's campaign to engage all five senses began when it released its 2020 Color of the Year, Classic Blue. The company has tied its subsequent color reveals to signature fragrances, soundscapes, food, fabrics and finishes."
"On her TikTok account, Catie Free began her Behr video by pouring a bowl of water over her head. She then covered her hair with nylon before plastering a plastic container to the top. In less than a minute, Free transformed her head into a Behr paint can. She dipped a brush into the top of the can, pulling it out to paint Behr's Color of the Year on a palette she held."
Color of the Year announcements have expanded from simple paint-chip reveals into full-scale cultural events featuring documentaries, pop-up experiences, museum collaborations, fashion and tech crossovers. Brands increasingly use multi-sensory branding, tying color reveals to fragrances, soundscapes, food, fabrics and finishes. Behr Paint targeted a younger demographic by inviting 28 influencers to an immersive color journey at Wildflower Farms to promote its 2026 Color of the Year, Hidden Gem. Influencer content varied widely, including Catie Free’s TikTok in which she transformed her head into a Behr paint can and painted the color on a palette after a two-day process.
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