Sherwin-Williams Just Revealed Its Least Popular Paint Color—And It’s Surprisingly Gorgeous

When it comes to picking out a paint color, most people want to know what a brand’s most popular shade is (if everyone loves it, it’s probably going to look good in your home, too!), but have you ever wondered what the least popular color is? And really, how bad is it for it to be so unpopular?

Rather than burying that bottom-ranking shade, Sherwin-Williams is putting it front and center. For the second year in a row, the brand is spotlighting its “Loneliest Color,” the least popular shade in its collection. And for 2025, that honor goes to Radiant Lilac SW 0074.

How “The Loneliest Color” Was Determined

According to the brand, millions of gallons are tinted each year in a rainbow of shades from its extensive color palette—but fewer than 1,000 were of the light purple hue last year. Sue Wadden, director of color marketing at Sherwin-Williams, explains why the company is choosing to celebrate such an unpopular shade.

“What makes ‘The Loneliest Color’ so special is that it flips that perspective and disrupts the norm,” she says. “Instead of chasing what’s popular, we’re shining a light on something overlooked and underappreciated. It’s a unique and refreshing take on color, and honestly, we’re having the best time sharing that story!”

Why Radiant Lilac Is So Unpopular

We asked Wadden why she thinks Radiant Lilac has essentially been forgotten by the masses, and a lot of it boils down to neutral colors dominating design right now.

“Homeowners tend to be cautious with colors that fall outside the typical neutral or bold spectrum, like this one, because they’re thinking about how it will hold up over time,” she explains. “When decorating a space, people want to feel confident their choices will still feel relevant and livable down the road, and a unique shade like Radiant Lilac can bring up questions about versatility and staying power.” Fair enough! 

She also adds that it’s possible the color “has flown under the radar,” because it’s considered a historic shade from their 1950s “suburban modern” palette, which means it’s not exactly top-of-mind in the design trends discourse.

How to Use “The Loneliest Color” in Your Home

Admittedly, purple can be a tough color to work into a space, but Radiant Lilac is such a pretty shade, we asked Wadden how to weave it into your home like a pro, especially if you’re color-shy.

Lean Into an Art Deco or ‘70s Aesthetic 

According to Wadden, the purple shade shines beautifully in ‘70s-inspired spaces, suggesting deep walnut wood tones paired with purples, olives, and mustard yellows. “It’s a retro palette that feels incredibly current and stylish right now,” she adds. If you’re not a fan of the disco era and prefer a more elegant style, she also recommends art deco era decor, which features lots of gold accents that perfectly complement Radiant Lilac.

If you don’t want to be tied down to a time period, Wadden notes that black decorative accents also make a perfect pairing with Radiant Lilac, as the high contrast creates a striking visual moment. “It adds depth and a bit of edge to the softness of the lilac, making the space feel dynamic and intentional,” she adds. 

Try Not to Pair It With Neutral Paint Colors

This might be counterintuitive, but Wadden recommends staying away from neutrals if you want to use Radiant Lilac. (After all, we’re constantly told to pair bold color with neutrals to tone it down!) But she warns that the color might skew too “drab or muted” next to something like a shipyard gray.

“This color is so expressive, and it deserves to be paired with tones that let it shine,” she says. “If you are leaning toward a neutral pairing, opt for something cleaner and brighter, like Pure White SW 7005. That kind of contrast helps the shade pop and keeps the overall look feeling fresh and uplifting.”

Start Small if You’re Color-Shy

We get that dousing an entire room in purple might feel like a lot to some, but this doesn’t mean you need to skip the color completely! Wadden recommends painting accent furniture like a dresser, nightstand, or even your kitchen’s base or upper cabinets.

“It’s a great way to introduce color without committing to an entire room,” she says. “Even a rich and expressive color can have a beautiful impact in a space when used in small doses.”