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Pantone™ PMS 191 U
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 191 U is a Pantone PMS color used as a standardized visual reference in branding, marketing, and display fabrication. It conveys a vivid, assertive, energetic, attention-grabbing, and contemporary vibe that is often selected for brand-forward environments and promotional applications.
The color appears mid-dark with an LRV of 23.92 and reads as warm due to its red-forward hue. It shows high saturation and strong chroma, with a subtle pink undertone that softens its intensity without making it appear muted.
PMS 191 U works well in controlled brand environments where lighting and finish are selected to support its saturation and warmth. Its high chroma means it may require additional coats for uniform coverage, and finish choice can noticeably influence perceived brightness, especially under strong or directional 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 191 is widely cited in branding literature as part of the red color family associated with Coca-Cola global brand systems, and this color range is commonly referenced in identity contexts emphasizing energy and high visibility.
Similar colors: PMS 186 U: darker and more purely red, with less pink influence.PMS 192 U: slightly lighter and more open, with a clearer pink-red appearance.
PMS 1795 U: deeper and heavier, with increased visual weight and reduced brightness.
Product Data
About Pantone and MyPerfectColor
MyPerfectColor is the official licensee of Pantone and authorized to reproduce the Pantone™ PMS 191 U 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 191 U color and produce outstanding results.
MyPerfectColor matches the Pantone PMS 191 U color based on Pantone color publications. The PMS 191 U color shown on this website are computer video simulations of the PANTONE PMS 191 U Color and may not match PANTONE®-identified Color standards. Refer to current PANTONE Publications to obtain accurate color.
The Pantone PMS 191 U 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 191 U
What does PMS 191 U represent when used as a Pantone brand color?
PMS 191 U is a Pantone Matching System color used as a brand communication standard. It defines a specific visual color target so different vendors and materials can aim for the same appearance.
For brand experiences, PMS 191 U helps create recognizable and consistent color across marketing graphics, displays, signage, and environments. It is not a paint formula or finish specification, but a reference that manufacturers like MyPerfectColor reproduce as accurately as possible in paint.
When is ordering a standard Pantone PMS 191 U paint match appropriate?
A standard Pantone PMS 191 U match is appropriate when the Pantone reference itself is the required color target. This is common for brand-facing displays, signage, exhibits, prototypes, and marketing installations.
If your project goal is visual brand accuracy rather than matching an existing painted surface, a standard PMS 191 U match is usually the correct choice. For very large or high-visibility projects, ordering a sample first is recommended to confirm appearance on your actual substrate and under your lighting.
How is PMS 191 U typically used in sign, display, or exhibit fabrication?
In sign, display, and exhibit fabrication, PMS 191 U is commonly specified as the brand color that finished components must visually match. Fabricators use the Pantone code to align color across panels, structures, and graphic elements.
Because substrate type, sheen, and lighting can change how PMS 191 U appears, many teams evaluate a painted sample on the actual material before full production. This helps confirm coverage, hide, and perceived color in the final environment.
How do I order paint matched to Pantone PMS 191 U on MyPerfectColor?
To order PMS 191 U, start by selecting the Pantone PMS 191 U color page and choose your paint format, such as spray paint or another available option. Then select the sheen, quantity, and any project-specific options.
Before ordering, confirm that PMS 191 U is the correct reference for your brand or project, and consider whether you need a sample to review coverage and appearance. This is especially important for saturated Pantone colors, where finish choice and lighting can affect the final look.
How quickly will I receive my paint matched to Pantone PMS 191 U?
Can I use the Pantone PMS 191 U 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 191 U?
How much area will one spray can cover? And what is Pantone PMS 191 U spray paint made of?
To make spray paint matched to Pantone PMS 191 U. 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 191 U?
Do I need a primer for Pantone PMS 191 U?
How do I convert PMS 191 U to a different color from another paint company?
While MyPerfectColor can provide PMS 191 U 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.