Yellow has moved into the Top 10

Color Trends

An article on the Du Pont automotive web site, Silver Still Strong, But Livelier Hues Lead Change — 2004 DuPont Automotive Color Popularity Report Indicates Car Buyers "Yearn For Color", via ResourceShelf. It’s interesting to think about color from this particular perspective. In general, I like learning about how specific groups think deeply about topics most people don’t think about at all.

The auto-specific nature shows up in predictable statements like:

We see the desire for color mirrored in the worlds of fashion and home furnishings. Yet, our research in small focus groups indicates what people prefer isn’t always what they buy when it comes to cars and trucks. Some buyers may rein in their expressive side and choose mainstream colors based on their perceived impact upon vehicle resale,” [Ed: emphasis added]

My favorite quote:

Yellow has moved into the Top 10 in North America for the first time since 1992

Here are the rest of my notes from the article:

“People use color to express their personality,” said Eiseman, who is the director of the Pantone Color Institute and recently was named one of the top style-makers in the United States (just behind fashion icon Ralph Lauren) by HFN, the home furnishings magazine. “Even white, which is re-invented with the addition of pearlescent effects, is breaking out to become, perhaps, an expression of urban glamour.”

Global Trends: Silver, a value color, will be refreshed with warm reds, light brown and cool color tints in green or blue. This trend also will take silver into new color areas where cross-over colors appear, such as grayish blue and green metallics. These cross-over colors will make the frontiers of a given color family less distinct and add interest to modern vehicle designs.

Gray, a major component of the neutrals, has potential with the addition of color, such as a purple-gray, that exudes elegance. Higher chroma content blue maintains its strong popularity level in Europe and also has potential for the Americas. Green, which has fallen from its high in 1998, could be a renaissance color in Europe, especially in cross-over hues for neutrals and blues that can go toward turquoise or teal. Red and yellow are “notice me” colors and provide a distinctive, differentiated statement for certain vehicle types. Red is strengthening in the Americas as a mainstream color, and, yellow, even if still a niche color, really stands out on cross-over SUVs and sport and compact models.

They also share their interpretations of “What Your Car Color Says About You”:

  • Silver: Elegant, loves futuristic looks, cool
  • White: Fastidious
  • Vibrant Red: Sexy, speedy, high-energy and dynamic
  • Deep Blue-Red: Some of the same qualities as red, but far less obvious about it
  • Light to Mid-Blue: Cool, calm, faithful, quiet
  • Dark Blue: Credible, confident, dependable
  • Taupe/Light Brown: Timeless, basic and simple tastes
  • Black: Empowered, not easily manipulated, loves elegance, appreciates classics
  • Neutral Gray: Sober, corporate, practical, pragmatic
  • Dark Green: Traditional, trustworthy, well-balanced
  • Bright Yellow-Green: Trendy, whimsical, lively
  • Yellow Gold: Intelligent, warm, loves comfort and will pay for it
  • Sunshine Yellow: Sunny disposition, joyful and young at heart
  • Deep Brown: Down-to-earth, no-nonsense
  • Orange: Fun loving, talkative, fickle and trendy
  • Deep Purple: Creative, individualistic, original