For many of us, trying to choose a colour for a product can be a rather agonising process. This is especially true for a Dragon, as we offer a practically unlimited colour choice. Then again, for some people it’s exceptionally straightforward. We all know that one person who refuses to buy anything that’s not the same garish colour as their favorite croquet team or some sort. “Too clashy?” “Too chintzy?” “Too monochrome?” are all insignificant trivialities for these colour monogamists. Even if you’re not one of these chroma loyalists, most likely you do have a favorite colour. The Dragonmobility office is no exception: we range from Dan’s rather somber maroon to Gerry’s ‘brightest’ orange. But do these choices reveal anything about us, and if so, what?
As with most things, we can turn to our favourite online deity. ‘Psychology Today’, proclaims (seemingly with zero external sources) that; “People who choose black as their favourite colour are often artistic and sensitive” and “those who love red live life to the fullest and are tenacious.” Let’s just say I’m unconvinced.
However, colour undoubtedly plays a huge part in our everyday lives. It impacts us all, at a subconscious level. Studies have proven that, for instance, we discern the flavour of food and drink based on their colour. In one such study, even when participants were explicitly informed that the colour of the solutions provided had no useful information regarding the flavour of the drink, they were unable to ignore the colour and accurately identify the taste (Zampini et al, 2007). It’s certain that we associate colours with flavours, but is it possible that we associate colours with thoughts and feelings as well?
Well the short answer is yes, we do. Colours have been shown to evoke clear emotional responses (Boyatzis and Varghese, 1994). For example, children, in particular have been shown to respond with positive emotions to bright colours. In the same study boys were shown to be far more likely to respond positively to dark colours than girls.
When adult colour preference is modeled through the application of a ‘mean hue preference curve’ (just roll with it), we can begin to interpret common colour inclinations. The model shows that average female preferences raises steeply to a sustained peak in a ‘reddish-purple region, while the male preference is shifted towards blue-green (Hurlbert et al, 2007). No doubt our culture construct of gender specific colours plays its part in this.
However, these studies, interesting as they are, are limited in their usefulness. This data is used extensively in many design fields. The aim being to use colour in order get consumers to relate to a product in a certain way. For example, companies will use silver/grey colour schemes to identify with balance and calmness. What the results don’t do is provide any link between individual personalities and colour preference. In fact, no academic source seems to be able to do so.
Colour preference has been shown to be independent of age, demographic and education (Sliburyte and Skeryte, 2014). At the end of the day, the only thing we can say with any certainty is that people like colours strongly associated with things they like (Palmer and Schloss, 2010). In this sense our uber croquet fan’s colour virtue should be applauded: they follow what makes them happy. I’m not going to lie: there would have been a time, as a product designer, where I would have been mortified by the suggestion that I change a carefully chosen colour scheme. Since joining Dragon though, I’ve found it hard not to celebrate each and every dragon that leaves our shop floor. Colour preferences make us who we are. At the end of the day our favourite colour is just that, it’s something that brings us joy. That’s why we should cherish them and that’s why we let you pick them.
Zampini M, Sanabria D, Phillips N, Spence C. (2007) The multisensory perception of flavor: assessing the influence of color cues on flavor discrimination responses. Food Qual Prefer;18:975–84
Boyatzis, C. J., & Varghese, R. (1994). Children’s emotional associations with colors. The Journal of genetic psychology, 155(1), 77-85.
Hurlbert, A. C., & Ling, Y. (2007). Biological components of sex differences in color preference. Current Biology, 17(16), R623-R625.
Sliburyte, L., & Skeryte, I. (2014). What we know about consumers’ color perception. Procedia-Social and Behavioral Sciences, 156, 468-472.