Mocha is stylish, but brown is dreary. April 16, 2014 00:00

Yep, even the names of colors matter.

Up to 90% of snap judgments made about products are based on color alone. Or at least that’s what a recent study, “The Impact of Color Marketing”, found.  It’s not just what the color does to us emotional, but do we feel that it is “appropriate” for it’s use (using green for a sustainability logo). Other factors such as upbringing, education, context and cultural differences play a key role in our perception (when you see a baby in blue – what do you think? Boy? Not in Belgium. Baby boys are put in pink and baby girls are put in blue.)

When you see green, does it make you calm? Does it make you think of nature? Does it make you think of money? All would be “correct” and show the numerous influences that factor into our color choices. 

When I do certain shows, I sell more of certain colors than of others. Some things are generally obvious – I sell more bright colors in South Florida than I do in DC. Others are more specific – I did a show in Sarasota and every painting that sold had orange on it. Why? Who knows the exact reason, but I find it fascinating.  Check out this article if you want to read more.

(The image at the top shows the findings of one of the better studies on gender specific color preferences: Joe Hallock’s Colour Assignments)