The Role of Color in People’s Everyday Lives

Color is used in our lives to beautify our environments.

Consumers express themselves and their personality using color. This comes through in how they decorate their homes, the color of the car they drive, the paint color chosen for each room in their home, the color of their clothing, the cosmetics they use or their hair color—all sorts of things!

Everyone has a favorite color, whether it is one you gravitate to when choosing clothing, or one that just imparts a certain feeling or memory.  For example, when you consider the color blue, people often associate the color with tranquility, water, sky, openness or a sense of freedom.

People typically use colors to help interpret a product’s freshness.  For example, the color of a banana (green, yellow, or brown) shapes the consumer’s perception on what freshness or sweetness level they will receive from that particular fruit.

Color in food impacts consumers taste expectations.

For example, an apple-flavored product that is green versus red may impact the sour or sweetness level a consumer would perceive.

Color is a key component of a brand or product “personality.”  For example, some food products come in variety packs with multiple colors.  Often consumers have a preferred bias for certain colors even if they all taste the same!

When asked, most people are quick to tell you their favorite color.  Their preference is typically linked to how the color makes them feel or how the color is linked to a past memory.

At the end of the day, colors do, in fact, “color” our lives—by impacting what we’re drawn to, by helping us express our individuality, by adding to our sensory experiences, and even by improving our moods.