The Beige and Grey Landscape

Walk through most North American cities, and you’ll notice a striking sameness—neutral tones dominate, from the taupe walls of suburban homes to the endless grey of high-rise condos. In stark contrast to the vibrant facades of European streets or the richly layered colours found in historic towns around the world, much of North American design is muted and restrained. But why? Why does the built environment here seem afraid of colour?

The Legacy of Minimalism and Market Trends

Part of the issue lies in modernist design philosophy, which has championed minimalism and monochromatic palettes as the epitome of sophistication. While minimalism has its place, it has led to an oversimplification of design choices, discouraging complexity and richness in favour of a uniform aesthetic. Additionally, the influence of real estate marketability has played a significant role—developers and homeowners are often told that neutral palettes have “broader appeal” and increase resale value. The result? A landscape of buildings designed not for character but for the lowest common denominator of taste.

The Fear of Getting It Wrong

Many North Americans are hesitant to embrace colour simply because they lack confidence in how to use it. Unlike European cultures, where an understanding of colour theory and historical palettes has been embedded in architectural traditions for centuries, North American design education has largely prioritized function over artistry. Without this grounding, people are often unsure how to balance hues, and rather than risk a “bad” colour choice, they default to safe neutrals.

Pop Culture and Mass-Produced Aesthetics

Mass production and marketing have also shaped how people view colour. The home improvement industry, social media influencers, and big-box retailers often dictate trends, reinforcing the idea that “safe” colours are the best choice. White, grey, and greige (a mix of grey and beige) are pushed as universally stylish, while bolder colours are treated as risky or eccentric. This discourages homeowners from exploring the depth and warmth that rich natural pigments can bring to a space.

The Loss of Craft and Natural Pigments

Historically, colour in architecture was not arbitrary—it was dictated by available natural pigments and regional materials. Lime washes, mineral-based paints, and traditional oil-based finishes created nuanced surfaces with depth and variation. These techniques produced colours that aged beautifully, rather than the flat, plastic-like appearance of many modern synthetic paints. Today, with mass-produced coatings dominating the market, we have lost the ability to see the depth and movement that true colour can bring.

Reclaiming Colour with Intention

The solution isn’t to simply paint everything in loud, artificial hues but to reintroduce colour with understanding and purpose. By revisiting historic colour palettes, studying natural materials, and embracing handcrafted finishes, we can bring warmth and richness back into North American design. Instead of fearing colour, we should learn to use it as a tool—one that reflects history, enhances materials, and creates spaces that feel both timeless and alive.

It’s time to move past the fear of colour and embrace the vibrancy that has been missing from our buildings and interiors. The world is full of rich, layered palettes—why should we settle for beige?