New Penny S-H-210 is a red paint color from Behr. It has a hex value of #9D3123, LRV 14 and a warm (golden) undertone. Its closest cross-brand match is Carmine Red from RAL (very similar), with 49 more equivalents across other brands.
Ref. #9D3123 · S-H-210
New Penny
14%LRV Value
Warm (Golden)Undertone
New Penny Technical Profile
Use this color
Get this color
Some sample and supply links are affiliate links — if you buy through them, Paint Color HQ may earn a small commission at no extra cost to you. It helps keep the site free.
New Penny in Every Brand
The closest equivalent to New Penny in each major paint brand, ranked by how close the match reads. Always verify with a physical sample. How we calculate match accuracy →
BehrNew Penny
Very similar
RALCarmine Red
Carmine Red
RAL
Very similar
Cottage Red
Dutch Boy
Very similar
Fahrenheit
Kilz
Very similar
Leaf Rust
Vista Paint
Very similar
Merlot Red
Benjamin Moore
Very similar
Chinese Red
Sherwin-Williams
Very similar
April Love
Hirshfield's
Very similar
Très Bien
Valspar
Visible difference
Rum Punch
PPG
Visible difference
Red Ink
Dunn-Edwards
Visible difference
Create .04
Colorhouse
Visible difference
Comparing these brands? Order peel-and-stick samples of your top matches — Samplize buy 8 peel-and-stick samples, get 2 free.
Recommended Pairings
Colors That Work With New Penny
Timeless pairing with clean white trim and a tonal accent wall
Side Walls
New Penny
#9D3123
Accent Wall
Tonal Shift
A warm shift that adds depth without clashing.
#A8844B
Trim & Molding
Pure White
Crisp white trim for a clean, traditional look.
#FFFFFF
Color Palettes for New Penny
Color harmonies based on color theory — each swatch links to the closest matching paint.
Opposite on the color wheel — creates vibrant contrast
New Penny Room Palettes
Color schemes built around this color — each swatch links to the closest matching paint.
Warm & Inviting
Warm tones with cozy appeal — welcoming and comfortable
Cool & Calm
Cool hues with soft contrast — serene and restful
Bold Contrast
Complementary hues with punch — dynamic and striking
Similar Behr Colors
Other Behr colors close to New Penny.
More red colors from other brands
Cross-brand colors in the red family — useful when you want a similar look from a different brand.
New Penny — Frequently Asked Questions
What undertone does New Penny have?
New Penny by Behr has a warm (golden) undertone and sits in the red color family. The undertone shifts with light — warmer under 2700K bulbs, cleaner and cooler under 4000K daylight — so sample New Penny in your own space before committing.
What colors match New Penny from other brands?
The closest cross-brand equivalents to New Penny are Carmine Red by RAL (a very close match), Cottage Red by Dutch Boy (a very close match), Fahrenheit by Kilz (a very close match) — the best options for getting New Penny's look from a brand your local store carries. Confirm with a physical sample, since sheen and lighting shift the final result.
What is the LRV of New Penny?
New Penny has a Light Reflectance Value (LRV) of 14.0, on a scale where 0 is pure black and 100 is pure white — that makes it a deep, dramatic color best saved for accent walls, dining rooms, and cozy spaces where atmosphere matters more than reflected light.
Explore More with New Penny
Related Reading
How to Match Paint Colors Across Brands
The science behind Delta E and CIEDE2000 — find a Behr equivalent of any Sherwin-Williams shade, or a Benjamin Moore alternative when your store is out of stock.
Understanding Paint Color Undertones
Why New Penny's warm (golden) undertone matters more than its surface color — and how to read undertones in any paint chip.