 by Leanne Blackborow
January 4, 2010
Automotive Trends
Consumer Values Impact Vehicle Colour Choice
The recent economic recession has been associated with a shift in consumer vehicle colour choice. White has gained top popularity after silver experienced a seven-year reign. DuPont Automotive has tracked and reported on consumers’ automotive colour preferences for 56 years through the DuPont Global Automotive Color Popularity Report.
The experts at DuPont have determined that although people have personality-linked colour preferences, their choices can shift in response to mood and events. “It makes sense that the way people feel and the societal factors that shape those feelings could be significant in their colour choices,” said Nancy Lockhart, DuPont Colour Marketing manager.
An individual’s colour preference can also be associated with left-brain or right-brain dominance. People with left brain dominance tend to select colours based on practical considerations like how dirt might show on a colour, whereas right-brain dominated individuals may be more spontaneous. Gender does not appear to have an influence. Younger consumers tend to be likely to take a risk and select bright attention-getting colours for their smaller, less-expensive vehicles.
Shift from silver to white
Certain colours are associated with different meanings or values. “While colour choice can indicate mood, specific colours can also evoke certain feelings,” said Pennsylvania psychologist Dr. Kayta Gajdos. “Colours can be exciting and they can be calming.”
The colour white represents “transition” and consumers are selecting this in response to the recent economic recession. They are choosing whites with special effects, such as pearl, making today’s white vehicles look more luxurious and durable than bland-looking plain white. Silver was the most popular choice from the year 2000 to 2006, and is associated with “high status,” especially during the post-September 11 economic boom. Black is always a popular colour as well, and signifies “high quality” and “risk aversion.” Blue has traditionally been a colour that means “calm” and “communication,” but it is taking on an environmental theme as marketers relate the colour to blue skies and water in consumer advertising.
Colour
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Value
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White
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Transition
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Silver
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High Status
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Black/Gray
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High Quality/Risk Aversion
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Red
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Passion/Speed
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Deep red
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Security
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Blue
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Calm/Communication
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Yellow/Green
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Empowered/Assertive
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Orange
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Self-esteem/Confidence
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What does your colour choice mean?
Experts such as Texas psychologist Dr. Steven R. Vazquez, originator of a technique called Emotional Transformation Therapy, agree on certain general colour associations. It is interesting to look at our own choice of vehicle colour once we are aware of their values. It will also be interesting to see the shift in colour popularity as global economic conditions improve in the coming years.
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