Why Wallpaper Lost Its Place in Modern Homes

Wallpaper used to be everywhere. In the 90s, you couldn’t walk into a new home without seeing floral patterns on the dining room walls or geometric designs in the living room. Today? You’re lucky if you see it at all. Even in high-end design magazines, wallpaper is rare. So what happened?

It got too expensive to install

Back in the day, wallpaper was cheaper than paint. But that changed. Today, a roll of good-quality wallpaper costs $50 to $120. Add professional installation, and you’re looking at $3 to $8 per square foot. Compare that to paint, which runs $1.50 to $3 per square foot including labor. For most homeowners, that’s a no-brainer. You can paint an entire room for under $200. Wallpaper? You’re easily pushing $800 to $1,500 for the same space.

And it’s not just the price. Wallpaper takes longer to hang. Paint dries in hours. Wallpaper needs time to soak, align, and dry without bubbling. One mistake - a misaligned seam, a tear, a dirty wall - and you’re starting over. Most DIYers give up after one wall.

People don’t want to commit

Wallpaper is permanent. Even the peel-and-stick kinds leave residue. Once you put it up, you’re stuck with it for years. Paint? You can repaint in a weekend. Move to a new house? You can cover it with a fresh coat before listing.

Modern lifestyles are fast. People change their minds. They want flexibility. A bold teal wall in the living room? Cool. But what if you get tired of it in two years? With paint, you just roll on gray. With wallpaper? You’re scraping, sanding, and dealing with glue residue for days.

Studies from the National Association of Home Builders show that 68% of homeowners in 2024 chose paint over wallpaper for their main living areas - up from 42% in 2015. The shift isn’t about taste. It’s about convenience.

Wallpaper looks dated

Think about the last time you saw wallpaper in a home. Was it a grandma’s house with roses and vines? A 1980s bathroom with gold swirls? That’s the image stuck in people’s heads. Even when modern wallpaper exists - minimalist textures, abstract gradients, matte finishes - most consumers don’t know it.

Designers still use it. But they’re the exception. In 2023, a survey by Houzz found that only 12% of homeowners who renovated their homes in the past year considered wallpaper. Of those, 80% chose it for an accent wall, not the whole room. And even then, they often covered it with paint within five years.

There’s also the problem of resale. Real estate agents report that 71% of buyers in 2024 said they’d avoid homes with wallpaper, especially in bedrooms and bathrooms. They assume it’s old, hard to remove, or hiding damage. Even if the wallpaper is new and high-end, buyers don’t trust it.

Paint tech got better

Paint isn’t just paint anymore. Today’s paints offer textures you can’t get with wallpaper. Matte finishes mimic linen. Metallic pigments catch light like metallic foil. Washable, scrubbable coatings last longer than vinyl. Some even have antimicrobial properties - something wallpaper can’t match.

Color technology changed too. With apps like Sherwin-Williams ColorSnap or Benjamin Moore’s Color Portfolio, you can see how a shade looks on your wall in real time. You can test dozens of colors without buying a single can. Wallpaper? You have to buy a sample roll, hang it, wait for it to dry, and hope it doesn’t fade in sunlight.

And then there’s the trend toward neutral palettes. Beige, warm gray, soft white - these dominate modern interiors. Wallpaper, even the subtlest kinds, often adds pattern or texture that clashes with this minimalist aesthetic. Paint gives you clean, flat surfaces. It’s calming. It’s predictable. It’s safe.

Wallpaper is harder to maintain

Spill coffee on a painted wall? Wipe it. Spill it on wallpaper? You’re praying it’s washable. Most residential wallpaper isn’t. Even the ones labeled “washable” can fade, peel, or bubble if you rub too hard.

Humidity is another killer. Bathrooms and kitchens are death zones for wallpaper. Moisture gets behind the paper, and mold grows. Paint? It’s designed to handle steam. You can even buy mold-resistant paint for bathrooms. Wallpaper? You’re asking for trouble.

And what about pets? Dogs scratch. Kids draw. Cats climb. A torn wallpaper seam is a nightmare to fix. A paint scratch? Touch-up paint from the can you kept under the sink. Done in five minutes.

It’s not gone - it’s just niche

Wallpaper isn’t dead. It’s just not for everyone anymore. You still see it in luxury hotels, boutique restaurants, and high-end showrooms. Designers use it for feature walls in media rooms or as a backdrop for art. But in homes? It’s rare.

There’s a small but growing group of people who love it. Millennials who grew up with it in their grandparents’ homes are bringing it back - but selectively. They’re choosing non-woven, breathable papers that don’t trap moisture. They’re using digital printing for custom designs - their own photos, abstract art, even QR codes that link to playlists.

But these are exceptions. The mass market moved on. Wallpaper became too costly, too risky, and too hard to live with. Paint won because it’s easier, cheaper, and more forgiving. It’s the default now. And in home design, default means safe. Safe means popular.

When might wallpaper come back?

It could. If wallpaper manufacturers start making affordable, peelable, washable, mold-resistant versions that install like decals, it might. If smart homes start integrating wallpaper with LED lighting or sound-dampening tech, it could become a feature again.

But right now? It’s a specialty item. A luxury. A retro choice. Not a mainstream one.

If you’re thinking of using wallpaper, go for it - but only if you’re ready for the work. And if you’re buying a house? Don’t assume it’s outdated. Just be ready to pay for removal and wall repair before you paint over it.

Wallpaper didn’t disappear because it looked bad. It disappeared because life got faster, budgets got tighter, and people stopped wanting to fix things - they just wanted to change them.