Do you know the unexpected red theory? If you haven’t heard of it, it’s a design theory that impacts everything from fashion to home decor to makeup. Essentially, it’s a popular term coined by TikTokker @intayriors, and the theory is that a splash of red in your home, wardrobe, or makeup will add a little extra oomph to the look. You know that powerful feeling you get when you wear a bold red lipstick on any random Tuesday? That’s the unexpected red theory, and a theory that Behr relied on when choosing his 2025 color of the year.
Today, Behr officially announced its Color of the Year 2025 at a press conference in Los Angeles, and you guessed it: The It Color of 2025 is a bold and dynamic shade of red that Behr has named “Rumors.”
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Behr.
Behr describes Rumors as “a deep and dynamic ruby red that gives DIYers, designers and painting professionals the opportunity to create striking color moments.”
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“We’re seeing people embrace color more than ever before,” said Erika Woelfel, vice president of color and creative services at Behr Paint Company. “Rumors is a modern take on the timeless red that has an energetic appeal and makes a lasting statement in a stunning way.”
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Behr has a lot of fascinating data to support its choice of Color of the Year 2025. As a result of research conducted by Behr, they found the following:
- Three-quarters (76%) of Americans say they would consider painting a room or wall a shade of red, with accent walls, bedrooms and front doors topping their wish list.
- Americans are aware of the positive impact the color red can have on their home and agree that it creates a bold yet coherent style:
- Houses with red front doors stand out from others (86%)
- A small splash of red in a room catches their attention (84%)
- A splash of red can make a room look more elegant and unified (70%)
- A majority of Americans feel energized by the use of the color red in home design (60%)
- More than half of Americans agree that Rumors in the Home gives them the atmosphere of a high-end hotel (54%) and reminds them of a luxurious guest room (54%).
“Our Color of the Year gives consumers the power to use color with confidence,” said Andy Lopez, senior vice president and director of marketing at Behr Paint. “Rumors is undoubtedly a color that inspires creativity while being versatile enough to transform a space through projects big and small.”
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To celebrate the 2025 Color of the Year, Behr Paint is hosting a sweepstakes on Instagram and TikTok starting August 21. One winner will receive $10,000 to make a statement in their home with the help of Rumors. Follow @behrpaint on Instagram and @behr on TikTok to learn more about how to enter. Terms and conditions apply. Official rules can be found at: behr.com/2025cotysweepstakes.
First, check out our slideshow below:
