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But could the colour of the product one but colour preferences can also change
purchases ever say something about a over time.
person’s personality? For example, could A person might prefer brighter, more
the colour of the car you buy somehow attention-getting colours when they are
relate to some underlying personality younger, but find themselves drawn to
traits or quirks? more traditional colours as they grow
When buying items, ones colour older. The personality of the buyer
preferences might say something about can play an important role in colour
the image one is trying to project. Colour selection, but buyers are often heavily
preferences, from the clothes one wears to influenced by factors such as price, as
the car one drives can sometimes make well as availability.
a statement about how we want other For example, purchasing a white
people to perceive us. Other factors, such vehicle might be less about wanting
as age and gender, can also influence our people to think that you are young and
colour choice. modern and more about the climate you
Of course our colour selections are live in: people who live in hot climates
often influenced by price, selection and typically prefer light-coloured vehicles
other practical concerns. Not only that, over dark ones.

Keep in Mind.
So what is the bottom line? Experts
have found that while colour can have an
influence on how we feel and act, these
effects are subject to personal cultural
and situational factors. More scientific
research is needed to gain a better
understanding of colour psychology. dw

dw • Issue 287 45