• Sign In
  • Create Account
  • Sign Out
  • My Account
  • NEWS
  • PRODUCTS
  • A&D
  • INSTALLATION
  • MARKETS
  • AWARDS
  • EDUCATION
  • BUYER'S GUIDE
  • MEDIA
  • EMAGAZINE
  • SIGN UP
cart
facebook twitter linkedin youtube
  • NEWS
  • Breaking Flooring News
  • eNewsletters
  • PRODUCTS
  • Carpet & Area Rugs
  • Hardwood
  • Installation Products
  • Installation Tools & Equipment
  • Laminate
  • Resilient
  • Specialty
  • Tile & Stone
  • MARKETS
  • Commercial
  • Residential
  • AWARDS
  • Installation Awards
  • Top Flooring Products
  • EDUCATION
  • Continuing Education
  • Webinars
  • MEDIA
  • FLOOR Podcast
  • Videos
  • TISE 2025 Videos
  • Product Spotlights
  • eBooks
  • EMAGAZINE
  • eMagazine
  • Archive Issues
  • Contact
  • Advertise
search
cart
facebook twitter linkedin youtube
  • Sign In
  • Create Account
  • Sign Out
  • My Account
  • NEWS
    • Breaking Flooring News
    • eNewsletters
  • PRODUCTS
    • Carpet & Area Rugs
    • Hardwood
    • Installation Products
    • Installation Tools & Equipment
    • Laminate
    • Resilient
    • Specialty
    • Tile & Stone
  • A&D
  • INSTALLATION
  • MARKETS
    • Commercial
    • Residential
  • AWARDS
    • Installation Awards
    • Top Flooring Products
  • EDUCATION
    • Continuing Education
    • Webinars
  • BUYER'S GUIDE
  • MEDIA
    • FLOOR Podcast
    • Videos
    • TISE 2025 Videos
    • Product Spotlights
    • eBooks
  • EMAGAZINE
    • eMagazine
    • Archive Issues
    • Contact
    • Advertise
  • SIGN UP
Architecture & Design (A&D)Residential FlooringColumns

How Colorful Flooring Challenges the White House Aesthetic

By Tanja Kern
neutral-color house

Photo: FOTOGRAFIA INC. / E+ / Via Getty Images

April 4, 2025

When I moved to the Atlanta suburbs in 2019, I couldn't help but notice an overwhelming sea of white houses. Block after block, development after development—pristine white exteriors dominated the landscape. I wasn't alone in this observation. That same year, color expert Maria Killam wrote in her blog, "Drive around any lovely neighborhood or new build site, and you'll probably notice a lot of white and cream houses popping up. This trend is definitely taking over neighbourhoods all across North America."

This phenomenon was recently explored in more depth by journalist Dan Kois in his Slate article, "How White Houses Took Over America." As architectural critic Kate Wagner explained in the piece, these homes are "designed from the inside out, in order to achieve specific social functions." With their entertainment suites, great rooms, and restaurant-sized kitchens, they "interiorize amenities that you would once have had in social settings." But perhaps most tellingly, Wagner noted, "We now see houses primarily as vehicles for investment. The best way to do that is if everything looks the same."

In 2025, a surprising countertrend is emerging—not on our home exteriors but beneath our feet. The explosion of color and pattern in flooring we’ve seen at this year’s flooring industry trade shows signals what may be a significant rebellion against the White House aesthetic that has dominated our neighborhoods for nearly a decade.

Walk into any flooring showroom today, and the change is immediately apparent. Where once stood endless aisles of neutral cream, beiges, grays, and "greiges," now vibrant colors, bold patterns, and distinctive textures dominate the displays. Major brands like Dixie Group, Anderson Tuftex, DreamWeaver, and Karastan have all expanded their color palettes and patterns in the past year.

The Dixie Group announced a bold bet on color customization— positioning its unique dyeing capabilities as a key market differentiator across all price points. 

"We're trying to differentiate ourselves with style, design, color. We're trying to do things that others either can't do or don't want to do," said TM Nuckols, president of residential business, The Dixie Group. This differentiation is particularly striking in what he describes as "a sea of sameness" in solution-dyed polyester products, where color options typically remain limited to "beige, gray, or something in between."

This shift appears to challenge Wagner's description of investment-driven homogeneity. While homeowners still understand their property as an investment vehicle—"the way you'll pay for college, the way you might afford retirement"—they're finding ways to reconcile financial prudence with personal expression.


A Low-Risk Rebellion

What makes flooring the perfect medium for this quiet rebellion? Unlike structural changes or even wall colors (which real estate agents still advise keeping neutral), flooring strikes a unique balance:

  1. It's often replaceable without major renovation
  2. It's a significant enough element to transform the feel of a space
  3. It's an element experienced primarily by those who live in the home, rather than passersby

Market research has revealed fascinating generational trends in carpet purchasing. Gen Z consumers are drawn to carpet for its nostalgic appeal, while younger Gen X and millennial buyers see it as a style statement. According to Eric Ruppert, senior director of product marketing and category management at Engineered Floors, this insight is most evident in their approach to loop patterns.

Social media has accelerated this trend. Hashtags like #StatementFloors and #FlooringRevolution have gained substantial traction, with homeowners proudly displaying their departures from the expected.

The flooring industry is quick to shift in consumer preference. This year's industry lookbooks feature dramatically expanded color options.

Industry buyers are confirming what designers have observed anecdotally. "Our statements category is a stunning collection of patterns," explained Cathey Gundlach, vice president of retail merchandising for CCA Global Partners, speaking at the retail group's winter convention. "This category accounts for nearly 40% of our ‘Room to Explore’ purchases."

The diversity within this category is remarkable: organic prints, tree bark, geometrics, and structured box patch life patterns. The trend appears to be refining itself in real time as consumers engage with these new options. 

"One notable trend we have observed over the past year is our consumers' growing love for those smaller-scale prints, which makes sense. They're easy to design around within the room,” Gundlach said. This practical approach to pattern suggests homeowners are finding the sweet spot between bold personal expression and design versatility. "One of the hottest designs right now is anything that resembles a pinbook. Pin dots have been performing exceptionally well," Gundlach added, highlighting how manufacturers are racing to expand their offerings in response to this surging demand.


Investment vs. Expression: Finding Balance

The trend toward more expressive flooring doesn't mean homeowners have abandoned practical concerns. Many are making strategic choices about where and how to introduce their bolder flooring selections.

The most adventurous choices often feature primary bedrooms, staircases, home offices, and finished basements—spaces less critical to resale value. Meanwhile, entryways, living rooms, and kitchens may showcase patterns in more neutral hard surfaces, maintaining broad appeal while still providing visual interest and layering colorful, patterned area rugs. 

This balanced approach suggests a maturing attitude toward homeownership—one that acknowledges homes as investments without reducing them solely to that function.

In our era of mass production and algorithm-driven recommendations, this small rebellion against sameness shouldn't surprise us. After all, a house may be an investment, but a home is still where we live—and increasingly, homeowners are insisting those lives take place on floors that reflect who they truly are.

See more articles from our April 2025 issue!

  • Retail Success Strategies and Industry Challenges in Today's Flooring Market
  • Premium Carpet Brands Redefine Luxury Through Color and Sustainability
  • Wood Flooring Installation Products to Take Your Projects to the Next Level
KEYWORDS: color trends flooring manufacturers single-family housing

Share This Story

Looking for a reprint of this article?
From high-res PDFs to custom plaques, order your copy today!

Tanja kern headshot 2023

Tanja Kern is the associate publisher and editorial director of FLOOR Trends & Installation. She is also the host of the FLOORtalk podcast, where she explores the changes and challenges facing the flooring community's thought leaders and creatives. Tanja has been writing about business, design, and lifestyle for two decades, and her work has appeared in publications such as American Way, Better Homes & Gardens, Fine Interiors, Fodor's, Food Channel, CA Modern, Chicago, Fine Interiors, and Los Angeles.

Recommended Content

JOIN TODAY
To unlock your recommendations.

Already have an account? Sign In

  • resilient flooring

    The 7 Types of Resilient Flooring

    The resilient flooring category is comprised of many...
    Resilient Flooring
    By: Resilient Floorcovering Institute
  • QuickDrain USA’s ShowerLine linear drain

    Tips for Curbless Shower Installation Using a Linear Drain

    Consider these four tips when planning for a curbless...
    Flooring Installation
    By: Darryl Jones
  • 2024 New Flooring Product Guide

    2024 New Flooring Products Guide

    We explore this year's introductions in area rugs,...
    Flooring Installation
    By: FLOOR Trends & Installation Editors
You must login or register in order to post a comment.

Report Abusive Comment

Subscribe For Free!
  • eMagazine
  • eNewsletter
  • Online Registration
  • Manage My Preferences
  • Subscription Customer Service

Shaw Flooring Network Retailers Report Post-Election Sales Surge

Shaw Flooring Network Retailers Report Post-Election Sales Surge

Takeaways from the 2024 AHSG Convention & Member Outlook for 2025

Takeaways from the 2024 AHSG Convention & Member Outlook for 2025

Retailers Share Top Takeaways from Shaw Flooring Network Convention

Retailers Share Top Takeaways from Shaw Flooring Network Convention

What Shaw Flooring Network Dealers are Banking on for 2025

What Shaw Flooring Network Dealers are Banking on for 2025

More Videos

Popular Stories

Schluter waterproofing system

Waterproofing Wet Areas: Three Essential Methods to Protect Your Bathroom and Shower Installation

kitchen floor

Regrouting Caution for Cement Grouts

Starnet 2025 Carlsbad CA

Future-Proofing Success: How Starnet Members Are Building Resilient Flooring Businesses


Download the Free Moisture Meters Guide

Events

June 9, 2025

NeoCon 2025

A trade show for the commercial interior design industry.

December 1, 2030

Webinar Sponsorship Information

For webinar sponsorship information, visit www.bnpevents.com/webinars or email webinars@bnpmedia.com.

View All Submit An Event

Poll

Flooring Groups

Flooring retailers, do you belong to a buying, marketing or franchise group?
View Results Poll Archive

Products

2025 BNI Interiors Square Foot Costbook

2025 BNI Interiors Square Foot Costbook

See More Products

FLOORtalk podcasts - Listen Now

Related Articles

  • TISE Flooring Manufacturer Panel.jpg

    Flooring Leaders Eye 'Best Years in a Generation' Beyond Current Market Challenges

    See More
  • Sika and Schonox Teams in Florence Alabama

    How Sika's Schönox Deal Reshapes the Flooring Installation Landscape

    See More
  • ICE house

    A Sneak Peek at the ICE House

    See More

Related Products

See More Products
  • floorfinishes.jpg

    Environmental Impact of Materials: Floor Finishes

  • radiant.jpg

    Radiant Floor Heating, Second Edition

  • BNI Interiors Square Foot Costbook 2025 Edition

    2025 BNI Interiors Square Foot Costbook

See More Products
×

We’re rolling out the red carpet of flooring knowledge!

Stay in the know on the latest flooring retail trends.

JOIN TODAY!
  • RESOURCES
    • Advertise
    • Contact Us
    • Directories
    • Store
    • Want More
  • SIGN UP TODAY
    • Create Account
    • eMagazine
    • eNewsletters
    • Customer Service
    • Manage Preferences
  • SERVICES
    • Marketing Services
    • Reprints
    • Market Research
    • List Rental
    • Survey/Respondent Access
  • STAY CONNECTED
    • LinkedIn
    • Facebook
    • Instagram
    • YouTube
    • X (Twitter)
  • PRIVACY
    • PRIVACY POLICY
    • TERMS & CONDITIONS
    • DO NOT SELL MY PERSONAL INFORMATION
    • PRIVACY REQUEST
    • ACCESSIBILITY

Copyright ©2025. All Rights Reserved BNP Media.

Design, CMS, Hosting & Web Development :: ePublishing

search
cart
facebook twitter linkedin youtube
  • Sign In
  • Create Account
  • Sign Out
  • My Account
  • NEWS
    • Breaking Flooring News
    • eNewsletters
  • PRODUCTS
    • Carpet & Area Rugs
    • Hardwood
    • Installation Products
    • Installation Tools & Equipment
    • Laminate
    • Resilient
    • Specialty
    • Tile & Stone
  • A&D
  • INSTALLATION
  • MARKETS
    • Commercial
    • Residential
  • AWARDS
    • Installation Awards
    • Top Flooring Products
  • EDUCATION
    • Continuing Education
    • Webinars
  • BUYER'S GUIDE
  • MEDIA
    • FLOOR Podcast
    • Videos
    • TISE 2025 Videos
    • Product Spotlights
    • eBooks
  • EMAGAZINE
    • eMagazine
    • Archive Issues
    • Contact
    • Advertise
  • SIGN UP