How important is color? Axalta, a leading global supplier of liquid and powder coatings, released its automotive color preferences 2021 consumer survey aimed at analyzing the relationship between color and vehicle purchasing decisions among customers. More than 4,000 customers, ages between 25 and 60, from four of the largest vehicle producing countries – The U.S., Mexico, Germany and China, took part in the survey and said color was a key factor in 88% of vehicle purchasing.
Axalta says that color is a powerful influencing factor in automotive purchasing decisions. However, when it comes to heavy trucks, color trends are a lot different than passenger cars, but so are the buying intentions. For example, you might want a red truck but, that might not be in your best interest because there is corporate branding and resale value to consider. Lighter colors are also more fuel efficient. White trucks save more fuel because it takes 17% more fuel to cool a black truck vs. a white truck when parked in the sun.
White is the market leader for trucking companies because it is a blank canvas for company badge kits, and it is the easiest color to facelift when you sell it to a second user. Peterbilt has painted 43% of their trucks white in the last 12 months. Red followed in 2nd place at 14%, blue in 3rd at 11%, black comes in 4th with 9% and green in 5th at 6%.
Volvo reports that their most popular color is white as well. White makes up 50% of the trucks coming out of their New River Valley truck plant. Second place goes to black at 5.8% and blue is in third at 3% and red in fourth at 2.2%.
People make up their mind within 90 seconds of their initial interactions with products and between 62%-90% of their assessment is based on color alone. Colors can cause people to feel and amplify certain emotions. Colors can communicate power, trustworthiness, environmental friendliness and much more. Below are a few examples of what colors can communicate to consumers.
| Green | Eco-friendliness, serenity, and generosity |
| Gold | Success, achievement, and triumph |
| Red | Power, speed, and authority |
| Blue | Dependency and strength |
| Silver | Balance, calmness, and sophistication |
| Yellow | Creativity, energy, and happiness |
| White | Simple elegance and purity |
| Black | Prestige and exclusivity |
When it comes to brands and businesses color is very important for both practical and psychological reasons. Color can affect how consumers perceive brands, is a powerful influencing factor in automotive purchasing, and affect fuel usage and resale value.
