Pantone™ PMS 404 C

Actual color may vary from on-screen representation. Please view a physical color swatch or material sample to confirm your color choice prior to purchase.

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PMS 404 C, from the Pantone PMS system, is a muted, earthy mid-tone taupe. The color is practical, sophisticated, neutral, stable, and understated in character. With a low Light Reflectance Value (LRV 17.59), PMS 404 C appears as a darker shade, delivering a sense of solid dependability. The PMS system makes this color relevant where precise visual consistency is required across multiple brand and environmental touchpoints.

PMS 404 C registers as a medium-dark shade, reflecting limited light (LRV 17.59). The color presents a cool-neutral tendency, falling between warm and cool but slightly favoring a cooler taupe-gray cast. PMS 404 C displays subdued saturation, giving it a restrained and unobtrusive presence. The undertone can be described as gray with a subtle olive or green influence, contributing to its earthy quality. This color demonstrates moderate sensitivity to finish; higher gloss can enhance its chromatic depth while matte or eggshell finishes further mute its appearance.

PMS 404 C is well suited for branded environments, retail fixtures, and product prototypes where a stable, understated look is required. The color performs reliably in both direct and indirect lighting but may appear darker or cooler in low-light conditions. For best results, evaluate physical samples under final lighting and intended finish, as gloss levels and substrate texture can alter the perceived depth and neutrality. Among similar options, PMS 404 C offers a more controlled and desaturated look, avoiding overt warmth or excessive chroma.

This Pantone PMS color is defined by the Pantone Matching System standard. Evaluate the color using a physical Pantone reference and a real paint sample in the intended lighting and finish. Paint appearance varies by finish and lighting.

- The following examples reflect commonly cited branding associations and are based on publicly referenced design usage; they are illustrative, not exhaustive or exclusive. - PMS 404 C is widely cited as a specification color in the retail, hospitality, and packaging sectors for conveying a grounded, neutral tone. - The color is commonly referenced in environmental graphic design literature as a foundational element for wayfinding and architectural surfaces requiring visual subtlety.

Similar colors:
PMS 403 C – Similar in character but slightly lighter and less earthy.

PMS Warm Gray 8 C – Offers a comparable neutral taupe but leans warmer and is more subtle in appearance.

PMS 405 C – Presents as a darker and stronger version, with increased depth and a slightly greener undertone.

Product Data

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About Pantone and MyPerfectColor

MyPerfectColor is the official licensee of Pantone and authorized to reproduce the Pantone™ PMS 404 C color in spray paint and other paints.

MyPerfectColor helps marketing professionals turn graphic designs into physical reality. Whether you are a manufacturer, entrepreneur, industrial designer, prototyper/modeler, marketer, agency, printer, retailer, sign manufacturer, exhibit fabricator or architect, MyPerfectColor will help you nail the PMS 404 C color and produce outstanding results.

MyPerfectColor matches the Pantone PMS 404 C color based on Pantone color publications. The PMS 404 C color shown on this website are computer video simulations of the PANTONE PMS 404 C Color and may not match PANTONE®-identified Color standards. Refer to current PANTONE Publications to obtain accurate color.

The Pantone PMS 404 C color may vary from the PANTONE Color Standards based on lighting conditions, angle of view and/or due to differences in pigments, manufacturing process, substrate and/or limitations in the color capability of the paint. Refer to current PANTONE Publications to obtain accurate color.

PANTONE® and other Pantone trademarks are the property of Pantone LLC. Portions © Pantone LLC, 2019. Produced under License Agreement between MyPerfectColor.com and Pantone LLC.

Frequently Asked Questions About Pantone™ PMS 404 C

What are the best practices for comparing PMS 404 C paint samples for brand approval?

When evaluating PMS 404 C for brand approval, compare both the physical paint sample and the Pantone reference under consistent conditions. Use the same type of lighting that will exist in the final application, and view samples on the intended substrate. Ensure all coatings are fully dry or cured before making any decisions, as color and sheen can shift during this process. This approach helps reduce perception differences and supports accurate approval decisions for PMS 404 C.

What should I know about using PMS 404 C paint on plastics or low energy surfaces?

When applying PMS 404 C paint to plastic or low energy surfaces, be aware that adhesion can vary widely depending on the specific plastic type. Some substrates may require a primer or surface preparation designed for plastics. Always test PMS 404 C on a sample of the actual material before full production to confirm adhesion and color accuracy. This can help avoid unexpected failures or costly rework in branded display or prototype projects.

How does sheen selection affect the final appearance of PMS 404 C?

The sheen, or gloss level, you choose for PMS 404 C can significantly affect how the color appears. Higher gloss finishes tend to make PMS 404 C look deeper and slightly more vibrant, while lower sheens like matte or eggshell produce a more muted, subtle effect. When specifying PMS 404 C, consider the intended viewing distance, lighting, and substrate texture, as these factors together with sheen influence how brand color is perceived. Always evaluate samples in the final lighting and finish before approving for production use.

How quickly will I receive my paint matched to Pantone PMS 404 C?

All paint is custom-made to order. While most orders ship within 48 hours, the lead-time for paint made to match Pantone PMS 404 C depends on the type of paint needed. Interior and exterior house paints usually ship within 1 to 3 business days, while custom spray paint typically takes 3-5 business days to ship. The transit time depends on your location and the shipping method you choose. If your need is immediate, select Expedited Production during checkout. Most expedited production orders ship within 24 hours on business days. Please contact MyPerfectColor if you are concerned about a specific deadline. We do our best to make sure you get your paint on time. Learn more about paint lead times at MyPerfectColor.

Can I use the Pantone PMS 404 C for touch up?

Unfortunately, no.

Some manufacturers specify Pantone colors as touch up for their products, but Pantone does not work well as a proxy for a touch-up solution (for a litany of reasons such as it doesn't include sheen and Pantone color tolerances are not tight enough for touch up). When we match Pantone colors we are matching to a swatch in a Pantone book - not to your product.

The only way we can provide a touch-up solution for your product is for you send us a part. We would use the part to create a touch-up grade match. Unfortunately, there isn't an effective way to 'spec' the color well enough to produce a touch up without the part.

Read more about using Pantone for touch-up.

Learn more about our paint color matching service.

How do I buy paint in the Pantone PMS 404 C?

Many types of paint are available for Pantone PMS 404 C with no minimum order quantities. MyPerfectColor offers spray paint, paint pens, touch up bottles, water-based acrylics, epoxies, urethanes and a variety of other paints. Select the Paint Type button above to get started. Learn more about buying paint at MyPerfectColor.

How much area will one spray can cover? And what is Pantone PMS 404 C spray paint made of?

To make spray paint matched to Pantone PMS 404 C. MyPerfectColor uses an acrylic enamel which is a fast-drying durable coating suitable for interior or exterior use. MyPerfectColor custom spray paint enables you to conveniently achieve a professional spray-smooth finish in any color in any sheen. It sticks well to most surfaces including metal, plastics, powder-coatings, cabinets and primed or previously painted wood.

The 11oz spray will cover about 20 square feet per coat. Keep in mind that it is difficult to gauge how much spray you'll need as it is highly dependent on how it is applied. It is better to have too much than run short.

How do I get the SDS (Safety Data Sheet) for paint matched to Pantone PMS 404 C?

The Pantone PMS 404 C is the color and the SDS is based on the type of paint used to make the color. You can find Safety Data Sheets here for our most popular products.

Do I need a primer for Pantone PMS 404 C?

The need for primer for Pantone PMS 404 C depends on the type of paint, the substrate being painted and where it will be located. See our Primer Selection Table to see what primer you might need and learn more about when you might need a primer. Most people don't use a primer for a touch up paint application, but a primer may improve adhesion and is typically recommended for exterior applications.

How do I convert PMS 404 C to a different color from another paint company?

While MyPerfectColor can provide PMS 404 C in paint, we don't provide any crossover information. We've found that every paint company offers its own unique selection of colors and rarely does a color have an exact equivalent in another company's color collection, especially for a color collection like Pantone which is designed for bright colors and inks.