CertainTeed's Color Play: More Than Hue, It's a Market Strategy

MALVERN, PA – December 03, 2025 – In the world of home construction, innovation often conjures images of smart thermostats or solar panels. But a quieter, more colorful disruption is reshaping the industry from the outside in. CertainTeed, a major North American manufacturer of building materials, has stepped firmly into the role of design curator with the launch of its first-ever Home Color Palette of the Year: Coastal Current. This isn't just about a new shade of blue; it's a calculated move that signals a fundamental shift in how building material suppliers see their role—transforming from mere vendors of siding and shingles into architects of curb appeal.

The Coastal Current palette is a collection of six coordinated colors—from the deep Midnight Blue siding to the anchoring Max Def Moiré Black roofing—designed to work together across a home's entire exterior. By bundling roofing, siding, trim, and accent colors into a pre-approved, nature-inspired theme, CertainTeed is addressing a well-known pain point for homeowners and builders alike: the tyranny of infinite choice. As Bill Furman, a Product Marketing Manager at the company, noted, "With so many options available, choosing the right combination can feel overwhelming." This curated solution aims to replace that anxiety with a streamlined path to a cohesive, timeless aesthetic.

The Strategic Blueprint Behind the Blue Hue

While the concept of a "Color of the Year" has been a staple of paint companies for decades, its adoption by building material manufacturers is a more recent and strategic development. The competitive landscape is heating up. Earlier this year, siding giant James Hardie announced its 2025 Color of the Year, "Evening Blue," and roofing leader Owens Corning chose "Merlot," a rich, reddish-brown. These launches underscore a market-wide recognition that homeowners are buying more than just material; they are buying a vision.

CertainTeed's innovation lies in its scope. Instead of promoting a single hero color for one product line, the Coastal Current palette is a holistic system. It provides a complete exterior design language that integrates multiple product categories. This is a savvy play for market differentiation. By offering a full-package solution, the company not only simplifies the design process but also encourages customers to source multiple components—from siding to trim—from its portfolio, potentially increasing brand loyalty and the total value of each project.

This strategy is not based on a whim. The company's internal data revealed a significant uptick in sales for blue and neutral exterior finishes throughout 2025 in key coastal and East Coast markets. The Coastal Current palette, with its blend of blues like Pacific Blue and Coastal Storm and versatile neutrals, is a direct, data-driven response to observed consumer behavior. It validates a growing preference for what the company calls "refined simplicity and enduring curb appeal," moving beyond fleeting fads to offer looks with proven market traction and longevity.

The Psychology of Sanctuary at the Curb

The selection of a coastal, nature-inspired theme taps into a deeper cultural current. In an increasingly digital and hectic world, the home has been firmly re-established as a sanctuary. This desire for peace and tranquility is now extending to the home's exterior. The Coastal Current palette, inspired by the "calming essences of a coastal walk," is a direct application of biophilic design principles—the idea that connecting with nature, even through color and texture, enhances well-being.

Industry research confirms this trend. For 2025 and beyond, design forecasts are dominated by earthy, nature-inspired tones. The market is seeing a decisive move away from the stark, sterile whites of previous years toward warmer, more complex neutrals and deep, personality-rich colors. Blues, in particular, are lauded for their ability to evoke feelings of calm and stability while providing a sophisticated, modern edge. The palette's pairing of deep blues with the soft Colonial White trim and grounding Sterling Gray accessories creates a balanced look that feels both contemporary and classic, designed to harmonize with natural surroundings rather than compete with them.

This focus on emotional resonance represents a maturation of the exterior design market. Manufacturers are realizing that the story they tell is as important as the product they sell. By framing their offerings around concepts like "balance and tranquility," they are connecting with consumers on an emotional level, selling not just a durable exterior but the promise of a peaceful retreat.

Durability by Design: A Sustainable Vision

A beautiful exterior is only valuable if it lasts. CertainTeed's initiative skillfully weaves its aesthetic vision with its long-standing message of performance and durability. As Summer Swingle, a Sr. Product Marketing Manager for residential roofing, stated, "Creating a durable home that can last generations doesn't have to sacrifice aesthetics." This statement encapsulates the core value proposition: the colors are not just applied to any material, but to products engineered for longevity and low maintenance, such as the brand's RISE and CERTAplank siding collections and Landmark series roofing.

This approach aligns perfectly with the strategic vision of CertainTeed's parent company, Saint-Gobain, a global leader celebrating its 360th anniversary with a strong commitment to "light and sustainable construction." With an ambitious goal of achieving net-zero carbon emissions by 2050, Saint-Gobain's influence pushes its subsidiaries toward innovations that blend performance with environmental responsibility. A product that resists fading, withstands harsh weather, and does not require frequent replacement is inherently more sustainable. It reduces waste, conserves resources, and lowers the long-term environmental footprint of a home.

By creating a timeless color palette applied to durable materials, CertainTeed is making a powerful argument against the culture of disposable trends. The Coastal Current palette is positioned as a lasting investment in a home's value and appearance. This fusion of design leadership with a foundation of building science and sustainability demonstrates a sophisticated understanding of the modern consumer, who increasingly expects products to be beautiful, functional, and responsible. It marks a pivotal moment where the lines between manufacturing, design, and sustainability are not just blurring, but merging into a single, compelling strategy.