Choosing a paint color can feel overwhelming—with countless shades of white alone, how do you even begin? Colors speak volumes: they can energize, evoke emotion, create coziness, or even feel playful. In interior design, paint isn’t just a backdrop—it sets the mood, makes a statement, or becomes your signature touch. To help, we turned to Joa Studholme, Farrow & Ball’s color curator and the creative mind behind iconic shades like Dead Salmon, for her ultimate guide to picking the perfect paint.

The good news? “There are no strict rules in decorating,” Studholme says. “We all have different tastes, live in different lighting, and love different colors—thank goodness, or the world would be dull!” Still, she advises keeping three things in mind: your room’s architecture, the light it gets, and your personal style.

Below, we tackle all your pressing paint questions.

### How to Choose a Color Palette for Your Home
Every room is unique, so your color choice should consider the space’s function, architecture, and where the color will go. Most people aim for a cohesive flow. “Flow creates a seamless, relaxing environment where you move smoothly from room to room without jarring color shifts,” Studholme explains. This works whether you prefer minimalist neutrals or bold, vibrant hues.

The easiest approach? Use a family of neutrals or gradations of the same color—like Farrow & Ball’s Pigeon, Blue Gray, Muzzle, and Cromarty. This creates harmony, but Studholme notes: “Use deeper shades in darker rooms and lighter ones in sunlit spaces.” For bold colors, plan floor by floor, considering which rooms are visible from the same spot. “If the colors share the same intensity, they’ll complement each other,” she says. “And one trim or ceiling color throughout the house ties everything together beautifully.”

### Dark vs. Light: When to Use Each
“People often default to light colors in small, dark rooms, but that can look flat and uninviting,” Studholme warns. A rich, dramatic shade might seem unexpected, but it can add depth and drama—far more exciting than trying to brighten a space with white. On the other hand, large, airy rooms shine with lighter tones, while darker accents in adjoining spaces add intrigue.

### Calming Colors vs. Statement Makers
Calming colors tend to be warm—”like a hug,” Studholme says. Soft pinks like Scallop and Setting Plaster create serene retreats, as do nature-inspired blues (Cromarty) and greens (Eddy). “They literally make your shoulders relax,” she adds. For bold statements, she loves muted yet rich shades like Duster and Marmelo: “Earthy and powerful without being loud—perfect for 2025’s homes.”

### How Color Shapes Mood
Now that we’re spending more time at home, it’s smart to use lighter hues in daytime spaces and deeper tones in evening retreats. Studholme—Olme says, “We celebrate natural light and distinguish our workday from our relaxing evenings. We naturally feel more energetic in bright, light-colored rooms and cozier in intimate, darker spaces.”

### Natural Light, Artificial Light, and Everything in Between
When figuring out how natural light affects a space, Studholme suggests a simple approach: “Just stand in the room at different times of day and observe how the light hits the walls.” Take note of where the sunlight falls and at what time, then revisit the space a few times to confirm the lighting remains consistent.

Artificial lighting—incandescent, LED, and fluorescent—can dramatically alter how paint colors appear due to varying color temperatures. “Warm lights (like incandescent) enhance warm tones and mute cooler ones, while cool lights (like fluorescent) dull warm colors and make cooler shades pop. It’s the same principle as how colors behave in sunny south-facing rooms versus flatter north-facing light,” Studholme explains.

Temperature also plays a role—but not the kind measured in Celsius or Fahrenheit. Lighting color temperature, measured in Kelvin, determines whether light appears warm (yellowish, lower Kelvin) or cool (bluish-white, higher Kelvin). Warmer light intensifies reds, oranges, and yellows, while cooler light makes blues and greens more vibrant.

### How to Test Paint Colors
Color perception is complex, influenced by surrounding hues and lighting conditions. “Nothing beats seeing colors in the actual space,” Studholme says. A color will shift in appearance throughout the day and across seasons. “The way a wall color changes when a cloud passes or as seasons shift is what gives paint its liveliness. This dynamic quality adds depth and atmosphere to a room.”

Some practical tips? Avoid painting samples directly on the wall—”it’s distracting and hard to remove,” Studholme advises. Instead, apply two coats of paint to large sheets of paper or card, place them in different spots, and observe how the color shifts at various times. “You’ll be amazed,” she says. For nighttime spaces, view colors with curtains closed—even by candlelight. And always compare wall and trim colors in the right proportions, as this affects how both tones are perceived.

### Room Proportions and Color Selection
Color can visually alter a room’s dimensions, making it feel larger or smaller. Lighter shades work well in big rooms, maximizing space without overwhelming it. “Bold patterns or strong colors in large doses can feel overpowering and even counteract natural light,” Studholme notes. Darker tones, on the other hand, enhance coziness in small spaces.

To make a small room feel bigger, consider bold colors—they blur boundaries, making the space seem larger. Limiting the number of colors used also helps. Conversely, if you need to make a room feel smaller, use a contrasting trim color (lighter or darker than the walls) to define the space.

One final warning from Studholme: be cautious with feature walls.Strong colors can dramatically alter a room’s proportions. Painting the two longest walls a bold shade will make them seem closer together, creating a narrower feel. Similarly, using a dark color on one or both ends of a long, narrow room or hallway will visually shorten the space, making it appear more square.

Common color mistakes and how to avoid them
“Sampling is absolutely essential—never skip it,” Studholme emphasizes. Another big mistake is automatically choosing white for ceilings and trim, as the right trim color can either enhance or ruin a scheme. Most importantly, Studholme advises, “Follow your heart, not trends. It’s a huge mistake to pick colors you don’t love. As far as I’m concerned, clashing is just a matter of personal taste.”

Photo: James Merrell