New Penny

Technical Profile

What color is New Penny? It's a deep warm red with the hex code #9D3123. Colors similar to New Penny include RAL Carmine Red, Kilz Fahrenheit, Dutch Boy Cottage Red. Comparing swatches side by side is the best way to spot the subtle differences that distinguish these close color relatives. New Penny has a warm (golden) undertone, which affects how it pairs with trim, flooring, and adjacent wall colors. Understanding a color's undertone is key to avoiding combinations that clash — it often matters more than the surface color itself. New Penny (#9D3123) by Behr is a deep red paint color with a rich, saturated presence that draws the eye. It delivers a grounded richness that adds drama and sophistication. On the temperature spectrum this shade leans toward warmth, adding coziness and inviting energy. In its RGB breakdown, red is the dominant channel, which gives it a subtle rosy warmth even under different lighting conditions. At an LRV of 28 it absorbs more light than it reflects, creating a moody, enveloping atmosphere. Deep reds like this excel in formal dining rooms, home libraries, and entryway accents where richness sets the tone. Satin or semi-gloss finishes help deep colors reflect just enough light to show their full depth, especially on accent walls and trim. For color coordination, New Penny pairs beautifully with teal tones for bold complementary contrast, or with neighboring orange and red hues for a harmonious, flowing palette. Its warm (golden) undertone means trim and ceiling whites should lean neutral to avoid a jarring clash. If Behr is unavailable in your area, close cross-brand alternatives exist from RAL, Kilz, Dutch Boy and others. In terms of mood and atmosphere, New Penny delivers a fireside richness that wraps the room in warmth and groundedness. Designers often reach for shades like this when the goal is to shape how a room feels, not just how it looks. This shade is a natural fit for traditional, Mediterranean, and eclectic décor styles. As part of the Behr palette, New Penny benefits from a curated selection of coordinating colors that the brand recommends for trim, accent, and ceiling pairings. As with any paint color, New Penny can shift noticeably between natural daylight, warm incandescent, and cool LED lighting — testing a sample swatch on your wall under different conditions is always recommended. Deep shades generally benefit from a quality primer and may require an extra coat for even, streak-free coverage. Deep tones pair beautifully with velvet upholstery, burnished metal fixtures, dark-stained wood, and textured wallcoverings on adjacent surfaces. You can order New Penny (S-H-210) directly from Behr or through major paint retailers, and we recommend purchasing a peel-and-stick sample to preview it on your wall before buying gallons.