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PMS 696 U is a Pantone PMS color used as a standardized reference for brand and specification work. It presents as dark, subdued, earthy, controlled, and understated, with a calm visual weight rather than high-impact brightness.
The color appears dark with an LRV of 11.26. It leans warm with a red-dominant character and shows moderate saturation rather than vivid intensity, carrying a muted red undertone with slightly earthy softness.
PMS 696 U works well where a darker red is needed without high visual energy, such as background elements, structural accents, or brand components intended to recede slightly. Lower light environments can make the color appear heavier, while higher-sheen finishes may emphasize surface imperfections.
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.
Similar colors:
PMS 695 U: slightly lighter and more open, with less visual depth.
PMS 697 U: darker and heavier, with increased visual weight.
PMS 7421 U: warmer and more chromatic, with clearer red presence.
MyPerfectColor is the official licensee of Pantone and authorized to reproduce the Pantone™ PMS 696 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 696 U color and produce outstanding results.
MyPerfectColor matches the Pantone PMS 696 U color based on Pantone color publications. The PMS 696 U color shown on this website are computer video simulations of the PANTONE PMS 696 U Color and may not match PANTONE®-identified Color standards. Refer to current PANTONE Publications to obtain accurate color.
The Pantone PMS 696 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.

Pantone PMS 696 U is a visual color reference, not a complete coating specification. It defines a color target but does not define the original paint formula, sheen, film build, or the substrate conditions of an existing surface.
When trying to match an already painted item, those missing variables can cause visible differences even if the Pantone color is correct. For this reason, Pantone PMS colors are best used as a brand or design target for new applications, not as a proxy for matching an unknown or aged finish.
When applying Pantone PMS 696 U over larger areas, consistency matters more than speed. Plan for even coat thickness, consistent spray distance, and overlap patterns to avoid patchiness.
Saturated Pantone colors like PMS 696 U may have lower hide, so additional coats may be needed to achieve a uniform appearance. Always apply test panels first and evaluate under the same lighting where the finished piece will be viewed.
Yes. Pantone PMS 696 U is commonly used as a brand color reference for signs, displays, and exhibit fabrication where visual alignment to brand standards is required.
Because appearance can vary by material and finish, it is recommended to evaluate a sample of PMS 696 U on the actual substrate being used. This helps confirm color perception before producing high visibility or client approved elements.
To order Pantone PMS 696 U, start by selecting the paint format that fits your project, such as spray paint or another available option. Then choose the sheen and quantity appropriate for your application.
Before finalizing your order, consider how the color will be used, the substrate it will be applied to, and the lighting conditions. Ordering a sample first is recommended when color approval or consistency is critical.
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.
To make spray paint matched to Pantone PMS 696 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.
While MyPerfectColor can provide PMS 696 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.