Research shows that color has significant psychological effects and can be consciously used to achieve specific outcomes. For instance, white as an exterior color can make your SUV appear smaller than black. Jo Stenuit, Design Director, Mazda Motor Europe GmbH explains.
Text by Anja Van Der Borght
Q: Does color play an important role in our purchases, including buying a car?
JS: “Color adds a new dimension to our experiences and perceptions. In her book Colour Hunting, Jeanne Tan emphasizes that color is the most powerful communication tool, stronger than shapes or words. Studies show that 60 to 80% of our purchase decisions are influenced by a product’s color. It’s the first thing our brain responds to, and color can determine the success or failure of a product—even a car! Automakers are very deliberate in choosing the launch color for a new vehicle.”
Q: Red and yellow cars are often perceived as faster than a green car driving at the same speed. Why is that?
JS: “Red is known for its ability to increase heart rate, speed up breathing, and stimulate the pituitary gland, making it an undeniably powerful color. In the automotive industry, red cars are often associated with dynamism and sportiness. Yellow, on the other hand, stimulates creativity and dynamism, making it particularly effective at capturing attention. These qualities make both red and yellow evoke strong emotional reactions, explaining their popularity in the automotive world. Indeed, red and yellow are often perceived as faster or more dynamic.”
Q: Which colors are trending?
JS: “Trend forecasters, like WGSN, predict an increasing focus on the physiological and symbolic impact of color. Colors that can calm us, energize us, or even connect us will take center stage as we grapple with the uncertainties and instabilities surrounding climate change, the economy, and geopolitics. With more people turning to mysticism and spirituality for support and reassurance, nuanced mid-tones will also grow in popularity. Earthy ochre shades and soft blue and purple tones are expected to gain favor.
Trend agencies also predict that we are living in a time where we are constantly seeking answers to new questions. This is leading us to rediscover materials that have been used by humans for thousands of years. Metals like bronze and copper are becoming increasingly popular. The new exterior color Melting Copper that we introduced on the CX-80 reflects this trend.”
