According to Nissan, the vast majority choose the wrong car colour for their personality. A pan-European study carried out by the Japanese manufacturer found that a staggering 86% of those polled made an incorrect choice in the showroom.
The research found that although more vibrant exterior colours and personalisation options are available than ever before, car buyers are still conservative when it comes to picking car colours.
The study was carried out by Nissan to publicize the personalisation options on the all-new Micra hatchback. It found approximately a third of those surveyed should have opted for more striking shades like orange instead of grey and black, based on their personality type.
To help consumers, Nissan has developed an innovative Chatbot in collaboration with an acclaimed colour psychologist. Delivered via Facebook, it determines the user’s personality and presents the perfect Micra colour match for them in just two minutes. Customers are then directed to an online configurator where they can further refine the design. Follow the link to take the test: https://www.facebook.com/NissanMicraChatbotUK
The all-new Nissan Micra – which is currently not available in the GCC markets – is available in 10 bold exterior colours, including the vibrant Energy Orange and Pulse Green. The personalisation program allows for contrasting shades to be added to the bumpers, doors, wheels and door mirrors. In addition, elements of the seat, door trim and dashboard can be modified with interior personalisation.
Other findings relating to car colour include:
- Approximately two-thirds went for more traditional / conservative colours
- 38% are currently driving a grey or black vehicle
- 53% stated colour had impacted their vehicle choice
- 58% said they selected their favourite colour
Based on the 5,000 responses across Europe, high-energy colours such as orange should top the table. According to Nissan, these signify energetic, fun and optimistic traits within someone’s personality. White is associated with peace, simplicity, perfection and being in control, while blue – which is the colour of my VW Golf R32 – is a calm colour loved by people who value integrity. And I surely love my integrity.
The psychologist stated, “Social factors come into play with colour choice. For example, in times of economic uncertainty, it’s common for people to play it safe and pick a car with a neutral palette – such as black, white or grey. So I’m not surprised that two-thirds of motorists are driving more conservative shades.” and added by saying “Often colour choices are based around aspirations, and black is often seen as aspirational, associated with high-end technologies and innovative brands. It may be that far from playing it safe, they are choosing what they perceive as the finer things in life.”
Human response to colour goes right back to early childhood. It is not always determined by symbolism or an association, but by in-built ‘hard wiring’ over which we have no control. And they react to colour in different ways.
For the Middle East though, white seems to be the favourite car colour and we really don’t need a psychologist to tell us that we hate the heat.