It's fairly common for brands to share their color of the year, but in 2024, Sherwin-Williams is also announcing their least popular color, which they've officially titled "The Loneliest Color." Yes, that's right—they've done the research and figured out what their least purchased and least sampled paint color is, and the answer might surprise you. It's called Kingdom Gold SW6698, and it's a luminous hue that has notes of goldenrod and mustard.
"Gold shades are not considered popular in today’s market since integrating them into interior spaces can be challenging due to their intensity and potential for overstimulation, which can alter the perceived size and ambiance of a room," says Sue Wadden, Sherwin-Williams' director of color marketing. How unpopular are we talking here? Each year, Sherwin-Williams tints millions of gallons of paint, but when it comes to Kingdom Gold, less than 11,000 gallons of it have been tinted in the last 14 years.
To celebrate this bold hue, Sherwin-Williams partnered with Harlem couturier Dapper Dan to create a collection of wearable art pieces, all featuring Kingdom Gold. Dan is a visionary who's known for dressing some of the biggest names in hip hop, like Salt-N-Pepa, Jay-Z, and LL Cool J. "The concept of celebrating 'The Loneliest Color' is an artistic interpretation of what color is at its core," he says. "The full color spectrum would not be what it was without each individual shade meshing and blending to bring meaning to every aspect of our lives."
Interestingly, since a lot of 70s-inspired decor has come back in fashion, we've been seeing mustard shades used more and more.
:max_bytes(150000):strip_icc()/TheLoneliestColor_Kingdom_Gold_SW_6698-4a401e9a18ee48a1baa78ffbcebe7ac5.jpg "Sherwin-Williams’ Least Popular Paint Color Is About To Be Everywhere (1)")
Now, how exactly do you use this color at home? Wadden suggests starting small. "I recommend homeowners incorporate Kingdom Gold in small doses through throw pillows, artwork, or decorative items that will add warmth without overwhelming." she says. Or try it on a wall. "Feature and accent walls are great places to add the bold shade. It will create a focal point in a larger, well-lit room that balances with neutral colors elsewhere."
If you're not into picking up a paint brush and prefer sprinkling in decorative accents instead, check out the pieces below.
