Some walls are working harder than others
Zillow’s 2026 paint color analysis found that chocolate brown and sage green may help a home show better, while ochre yellow, bright red and pale pink can turn buyers off. Agents caution that paint alone does not determine value, but bold or highly personal colors can still shape a buyer’s first reaction.
Paint color can shape buyer reaction, even if agents remain skeptical of assigning a precise dollar value to any one shade.
Zillow's 2026 analysis found that some colors could boost a home's presentation. Chocolate brown bedrooms and sage green rooms performing well. However, ochre yellow, bright red and pale pink ranked among the bigger turnoffs for buyers. Chocolate brown can add $2,277 to a seller's offer, but ochre yellow can reduce a home's perceived value by $18,164.
Amanda Pendleton, Zillow’s home trends expert, said, "Chocolate brown is having a cultural moment right now." She notes that darker earth tones can make a bedroom feel more like a retreat.
Other agents, however, cautioned against reading too much into the exact price effects. Karen Kostiw of Coldwell Banker Warburg said, "Paint color, on its own, does not derive value; rather, it's the layout, size, light, location, and condition of a home. I don't believe buyers assign a value to paint choices – they’re drawn to homes by the overall impression, not the paint color."
Bold or highly personal colors can still work against a seller, making buyers focus on what they would need to change rather than on the home itself. Pendelton warns, "Buyers make fast, gut-level decisions and their first impression can significantly impact the value they place on a home."
Jarring and off-putting colors can make a negative impression on potential buyers, but if the bolder colors are in a well-designed room, it may just be the showstopper the seller needs to get a good offer.
SOURCE: Forbes (06/22/26) Williams, Terri
© Copyright 2026 Smithbucklin