When color studies aren't real
I'm always amused when I read about certain "studies" paid for by companies to support some marketing project or advertising campaign. While there are most certainly credible research studies conducted on the efficacy of colors and how they relate to user/user experience, I must caution you. There are many many so-called "studies" out there that have absolutely no credibility. A sure sign is when a blanket statement is made, encompassing huge demographics and situations.
For example, I was at a lecture the other week, listening to an eco-friendly company rep talk about using green products for building. While he had a captive audience of color consultants in the room, he asked our opinion about a specific paint color chosen for a doctor's office.
This "study" comes from CNW Marketing Research where they evidently asked nearly 1,900 Americans about their attitudes toward their own lives at several points over the course of a year. They also asked each participant the color of the car they drive most often, which allowed the researchers to develop a kind of color-confidence index.
According to CNW, here's what the color of a car says about the person who bought it:
They were also able to calculate the "moodiness" of drivers—how widely their confidence varied from one extreme to the other, in the course of a year.
What do they mean by "confidence"? See what I mean? Recipes involving colors just don't work. There's no validity to that. What if a subject chose their particular car, not based on a color, but instead based on availability of that model? My car is silver gray. Probably one of the last colors I would have personally chosen, had I had options.Well, that's my take on this, in any case. Anyone share my sentiments?
3 comments:
I'm with you on the dubious relationship... I do think car colors make an impression, but it goes hand-in-hand with the model of the car. A small sporty car in red looks different to me than a Hummer in red. Black seems to look fine on all models. White seems to be the "new" lux color, but I still think of the plain white vans used by lots of businesses as their workhorses. I don't know about theory, but I think choosing car colors can't be separated from the make and model (I mean, a red Ferrari is just not the same as a red Dodge).
Every year or so I see that survey of "most popular color car" and "least." I know for years (and maybe still) it was silver for most popular, green for least. Given the use of "green" in this day and age, I wonder how true that is anymore. I don't give any validity to that study. As you say, that may be your option of what's available. I know for several of my cars that was the case.
Let's discuss the Cube theory of what color car birds like to go to the bathroom on the most. I contend silver or white. My brother swears it's blue. Listen..you can do a survey on ANYTHING.
Geezzzz... for me, it was all about what was on the lot that i liked, not so much about picking a specific colour. that said, my car is silver!
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