For years, sellers have been told that white walls are the safest choice. According to Zillow’s newly released 2026 Paint Color Analysis, that may no longer be true.
After surveying more than 4,400 recent and prospective buyers, Zillow found that warmer, moodier colors often outperformed plain white. In fact, bedrooms painted chocolate brown were associated with offers averaging $2,277 higher than comparable white bedrooms. Living rooms with pale blue walls and homes featuring charcoal gray accents also performed well.
Perhaps the biggest surprise was sage green. It was the only color to rank among the top performers in every room Zillow studied. According to the report, buyers are increasingly drawn to homes that feel warm, comfortable, and lived in rather than sterile or overly neutral.
The study also identified some costly mistakes. Ochre yellow performed worst overall and was associated with offers more than $18,000 lower when used throughout a home. Kitchens painted in the color saw the largest declines. Red bathrooms and pale pink rooms also ranked poorly.
If you are preparing to sell and only have time to repaint one room, Zillow’s data suggests focusing on the kitchen. The difference between the best and worst kitchen colors approached $8,000, making it the room where paint had the greatest impact on buyer perception.
As always, context matters. Paint colors should complement the style, architecture, and finishes of the home. Chasing trends rarely pays, but creating spaces that feel warm, current, and well-maintained can make a meaningful difference.