Color spec
| Brand | Behr |
| Name | Plum Jam |
| SKU | 690B-7 |
| Hex | #612675 |
| RGB | 97, 38, 117 |
| HSL | 285°, 51%, 30% |
| LRV | 5 |
| Undertone | cool violet tone |
| Family | Purple |
About Behr Plum Jam
At LRV 5, Plum Jam is about as dark as paint gets — it reads near-black on a wall and reveals its character only in direct daylight or under warm bulbs. Its violet undertone is the part to watch: it gets picked up by whatever sits next to it, so test it against your trim, floor and the room's main light before committing. In rooms with little natural light it can feel heavy, so reserve it for spaces you want to feel enveloping.
Plum Jam earns its keep as a statement: accent walls, a front door, cabinetry, a moody powder room, or exterior trim where you want sharp contrast. Purples range from restful (bedrooms) to dramatic (powder rooms) depending on depth.
Closest matches by brand
1 brands within ΔE 5The closest matches per brand by ΔE2000, computed against each brand's full deck. Only colors within ΔE 5 (close enough to substitute on a wall) are shown — brands with no real match are left off. Tap any swatch for its full single-color spec; tap the brand title to browse all purple from that brand.
Valspar
Similar Behr colors
closest in the Behr deckThe nearest shades to Plum Jam within Behr's own range, ranked by perceptual color distance — useful when you want the same look a touch lighter, darker, or warmer.
Coordinated palette
Generated by hue-rotating #612675 in HSL space. Pair Plum Jam with one accent and one neutral — the swatches below are starting points, not final picks.
Accessibility (WCAG contrast)
WCAG 2.1: AA = 4.5:1 normal text · AA Large = 3:1 large text · AAA = 7:1 normal text.
Behr Plum Jam Equivalents at Other Brands
Matching Plum Jam from a different paint counter? Below is the single closest color in each major US deck and how close it really is. Remember that any paint store can also custom-tint Behr 690B-7 directly — these equivalents are for when you'd rather stay inside one brand's own deck.
Valspar Equivalent of Plum Jam
Valspar has no exact twin of Plum Jam. The nearest is Comtesse (8001-2G) at ΔE 4.46 — close, but the difference shows next to trim and in side light. It sits at the same lightness (LRV 6 vs 5). Compare large swatches before substituting. See the full Comtesse swatch →