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What Does Your Car Color Say About You?

  • Experts say vehicle color choice can reveal the vehicle owner’s personality type
  • Chevrolet is offering more color choices for Colorado customers starting May 1, with the addition of Orange Crush and Dark Shadow Metallic
  • When Chevrolet designers develop vehicle colors they research consumer preferences as well as fashion, consumer products and high-end furnishings

BANGKOK, THAILAND – Color is a universal language that influences many consumer preferences including color on cars. In turn, the color of a car can reflect the personality of its owner, experts say.

While generation, gender, vehicle segment and cultural differences can change the meaning of car color around the world, color theories generally associate certain personality types with specific hues. For example, red represents energy and passion, and is popular with people who want attention. Black is associated with power and sophistication, and is popular with people of authority. White traditionally signifies purity, and is popular with people celebrating a new beginning. Other colors expand the spectrum of personality types (see infographic).

“Specific personality types have an affinity with certain colors that can influence purchase decisions for anything from clothes to cars,” said Angela Wright, author of The Beginner’s Guide to Colour Psychology and founder of London-based consultancy Colour Affects. “A person should trust his or her color intuition when it comes to making a vehicle purchase decision because what they drive is often a reflection of their personality.”

With the aim of giving customers more color choices, Chevrolet Sales Thailand recently launched two new hues for its 2019 Colorado pickup trucks that are likely to appeal to different personalities – Orange Crush and Dark Shadow Metallic.

Orange Crush, the new hero color for Colorado High Country STORM, gives the top-of-the-line truck an adventurous look, especially when combined with the new “Thunder” accessory package. In contrast, the new Dark Shadow Metallic, available across the Colorado lineup, is a smoky grey hue with hints of blue and green that is more subtle, sophisticated and urban.

“With all of our vehicles we try to offer a range of colors so that customers of differing personalities can find something that suits them. Dark grey can give a pickup truck a classic, sophisticated look, but for those wanting to make more of a statement we have brighter options like orange and red,” said Krysti Murphy, Lead Designer, GM Global Exterior Color Studio.

The 2019 Colorado pickup trucks with new color and trim options are available at Chevrolet dealerships nationwide, starting from May 1. Colorado also is available in Blue Me Away, Pull Me Over Red, Black Meet Kettle Metallic, Summit White, Satin Steel Grey Metallic and Auburn Brown Metallic. On average, a Chevrolet vehicle has 10 to 12 color options throughout its lifecycle.

“Exterior color as one of the most important factors in the purchase process,” said Una Tan, Chevrolet Sales Thailand director of Marketing and Customer Experience. “Our new color options provide customers with exciting new opportunities for personalization and further expands the appeal of our iconic American Colorado pickup truck.”

When Chevrolet designers develop vehicle colors they conduct extensive research into consumer preferences as well as fashion, consumer products and high-end furnishings. Metallic hues like those available on Colorado and Trailblazer premium American SUV are increasingly popular on high-tech industrial design products – from smartphones to kitchen appliances – and add contemporary flair to cars.

When assessing color options for production, designers use computer simulation models to see how a new color shifts in tone and shows the shape of the car in changing light as it drives down the road.

“As designers we are always exploring new and exciting applications and technologies that help to bring a color to life,” Murphy said. “Your vehicle choice is an expression of your lifestyle and there are certainly different priorities that come with that selection. When designing colors we always keep in mind the lifestyle needs of our different customers while still offering variety for different personalities.”