The Midwest Makes the Boldest Paint Color Choices

Joyelle West

At this point, it’s no secret that the popularity of neutral paint colors is coming to an end along with 2023. That’s not to say they’re totally out—they’re certainly still favored as a classic by many pro-minimalist decorators and designers. But plenty of trends from this year shared a common theme: adding bold color and warmth to a space.

Clare, a paint brand founded in 2018 by interior designer Nicole Gibbons, finds its customers agreeing with this «new neutral» trend. The brand released its 2023 stats on which paints were most popular throughout the year, and there’s a clear shift toward more exciting, vibrant shades.

Clare noted that people couldn't get enough of cocoa-inspired shades in 2023, favoring hues like Dirty Chai and Coffee Date. These deep, rich browns provide a sophisticated, unique way to add more depth to your space without straying too far from traditional neutrals. You'll most often find it in bedrooms, but it's certainly starting to make more of an appearance in living rooms and even kitchen areas.

Scott Little

As for Clare’s geographical findings, the brand separated its customers by region to discover the differences in paint color preferences coast-to-coast. They found that their customers in the Midwest were most experimental with bright colors, choosing vibrancy over neutrals nearly half the time.

The mid-Atlantic states were more likely to keep the traditional natural color palette alive, with 60% of customers opting for these shades. Still, it’s clear that even the least-experimental region is moving toward the bold and away from the basic neutrals.

Clare also released its most popular neutral shade—a soft white shade called Whipped. The color is a national favorite that blends