Consumer Color Preferences

Color is serious business.

Color packs the power of conveying a mood or message. It can make or break how people perceive a business - or a product. As evidence, consider the $23 million in sales made by Heinz's green ketchup. However, experts agree that colors are seen by different age groups, genders, and nationalities in many different ways. These demographic differences are critical to all color strategies for visual communication, be it brand identity or corporate image.

Stay up-to-the-minute on consumers’ color preferences.

We can help with substantive data from the Global Color Survey. Since 1997, we've been gathering data from over 70,000 people worldwide. The current database is a compilation of demographic information about color symbolism and color preferences. As such, it has become the first database of its kind.

Here's how the color database works:

Data from Colorcom's international survey provides reliable information that a specific color evokes. This information can subconsciously link the desired attributes to a product brand, an entity or image.

Fees are based on demographic parameters. For example, you could specify North American males, ages 24-35, (demographic group) and then request the colors that are associated with "powerful." As an alternative, if you're concerned that a color - such as green - might not communicate the desired attributes of "dependability" (for example), a search for the color green would deliver a list of what green communicates to any demographic group.

Note: Detailed information about the database can be found at the Global Research and Statistics page.

Testimonial Here's how demographic data about color helped a client with a critical color selection: Wow! How cool. The color we had recommended for the packaging was purple - The client didn't like it and wanted justification for our choice. The data from the Global Color Survey showed that purple scored as either the #1 or #2 in all four age groups ! Thank you. This is going to make my presentation a lot easier. Jim - Webster Design Group