How PPG’s Global Trend Workshop inspired the 2027 Color of the Year: Country Soil

As PPG's global color team explored consumer behaviors, design movements and emerging influences during its 2027 color workshop in Tianjin, China, a unifying insight emerged: across geographies and cultures, people are seeking stability in an increasingly uncertain time.

"We found ourselves surprisingly aligned," said Vanessa Peterson, PPG color design manager for Industrial Coatings. "The influences, design preferences and micro drivers we identified were very consistent across geographies and industries, making the color story come together easier than expected.”

Three major catalysts that shape color surfaced repeatedly throughout the discussions:

1. Politics and Economics

Economic volatility and geopolitical instability are creating a sense of uncertainty and unpredictability around the world. As people navigate changing markets, rising costs and global instability, many are gravitating toward products, spaces and experiences that feel dependable and enduring.

1. Artificial Intelligence and Technology

AI and accelerating technological advancement are transforming how people work, live and interact. While innovation creates new opportunities, it also raises new concerns around privacy, authenticity and the future of human connection.

1. Environment

Sustainability continues to shape decision-making across industries. Conversations around conservation, resource scarcity, recycling and environmental responsibility remain top of mind influencing business decisions, consumer preferences and design innovation.

Foundation Theme Emerges

Together, these forces are shaping not only what people buy, but also how they want to feel. "When people experience instability, they naturally look for security," Vanessa shared. "They seek things that feel solid, reliable and enduring." That realization led to a clear overarching theme for 2027: Foundations.

Today’s consumers are searching for firmer footing and a return to fundamentals. They want products, environments and experiences that provide a sense of permanence, comfort and stability as they prepare for an uncertain future.

Finding a Color That Felt Grounded

Next was identifying the “it” color for 2027 that best captured the collective spirit of the times. Instead of commanding attention, the selected hue needed to feel stabilizing, authentic and timeless—a true foundational color. That's where Country Soil emerged.

Also known as Roasted Chestnut, Country Soil is a medium-depth neutral that sits between beige, taupe and soft brown. It offers a richer alternative to lighter greiges and beiges while maintaining the versatility that makes neutral colors a staple of timeless design.

Inspired by sun-warmed earth and natural materials, Country Soil balances warmth and depth with a sense of quiet confidence, offering a reassuring presence without overpowering.

Rather than standing apart, it acts as unifying element, harmonizing with surrounding colors and creating environments that feel welcoming, familiar and resilient.

Three Trend Stories Shaping 2027

The Foundations theme ultimately inspired three key trend stories that informed the 2027 color forecast anchored by Country Soil.

1. Solid Ground

Solid Ground explores how humanity can exist in greater harmony with nature through regenerative design, circular systems and environmentally conscious innovation. Key influences include ecotourism, adaptive architecture and designs that integrate seamlessly into natural landscapes.

The aesthetic feels refined yet organic, balancing luxury with authenticity.

The color palette features earth-centric tones, including warm browns, biophilic greens, curry yellows, terracotta oranges and deep reds, complemented by stone, polished metals and natural textures surfaces that reinforce the connection to the environment.

1. Quiet Zone

In an era of constant connectivity and accelerating technology, many consumers are embracing a slower, more intentional lifestyle.

Quiet Zone reflects the growing desire for privacy, solitude and relief from overstimulation. It embraces "noise-canceling" environments that help people to focus and recharge.

The palette features muted mid-tones, elevated pastels, soft blues, grays, purples and subtle yellow accents. These colors feel protective and calming balancing serenity with a subtle technological edge.

1. Life Shared

While uncertainty often leads many to turn inward, it can also strengthen the desire for community and meaningful connection.

Life Shared explores the importance of belonging, collective well-being and shared experiences. Nostalgia also plays a role in this trend, with heritage influences, retro sports aesthetics and cultural references inspiring fresh approaches to design and self-expression.

This trend is energetic, social and optimistic. Color palettes blend moodier vintage-inspired shades with softened primaries, muted reds, saffron tones, rich greens and warm neutrals that feel both familiar and contemporary.

A Color for the Moment

Ultimately, Country Soil was selected as PPG’s 2027 color of the year because it embodies what many consumers are seeking today: stability, authenticity and reassurance in a rapidly changing world. More than a color trend, Country Soil serves as a reminder that growth and well-being begin with a strong foundation. It offers a grounded perspective for the future while creating space for optimism, connection and lasting design.

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Interested in learning how Country Soil and PPG's 2027 color trends can inspire your next project?

Whether you're exploring new color strategies, product finishes or design solutions, our team is here to help. Contact PPG to discuss your project and discover how our color expertise can bring your vision to life.

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