White tops colour chart

White may well now be the disputed colour champion of the automotive world.

While PPG’s annual automotive colour popularity report still ranks silver number one, rival DuPont’s 2007 Global Automotive Color Popularity Report says otherwise. After seven years in first place, says the DuPont report, silver was ousted from first place by white/white pearl for vehicles in one key region and two countries.

In North America, white/white pearl, silver, and black/black effect are in a virtual tie for first, with white/white pearl narrowly taking the top spot, according to the report, issued by the company’s Automotive Systems business. White overcame silver in Japan and is the decisive leader in Mexico, more than doubling the popularity of grey.

DuPont has tracked colour statistics for more than 55 years and reports converging trends in colour preference. This year, DuPont sees white/white pearl as a trend-shifting colour, and anticipates the new black metallic and other colour effects will show an increase in popularity over time. Red also continues to gain ground and is ensuring a more vividly coloured outlook in nearly all segments.

“Our customers are looking at niche colours and effects, including matte finishes and warm neutrals with effect,” says Karen Surcina, colour marketing and technology manager with DuPont Automotive Systems. “The rise in popularity of white/white pearl and the long reign of silver suggest that we can expect a more dramatic shift in the top colour choice.”

“We are not surprised to see a proliferation of white/white pearl in DuPont’s report this year,” says Leatrice Eiseman, executive director of the Pantone Colour Institute and author of Color: Messages and Meanings.

“It follows the global trends in home furnishings, fashion, consumer products, and industrial design, where we’re seeing a return to white as a clarifying agent before change, a colour of purity and minimalism,” Eiseman says. “White also is considered a fashion statement. The car you drive is a fashion statement, and consumer preferences for white agree. White pearl itself is a combination of many colours, allowing an ability to change, reflecting, in effect, layers of white.”

“The growth of white pearl and black effect represents two neutrals with special effects, including metallic and hue shifting finishes,” DuPont’s Surcina says. “This provides a safe colour space for customers with the ability to add a level of customization or flair.”

These overall findings differ from the final conclusions of PPG, which found that silver is still on top of the game in both North America and globally. According to its report, silver remains at the top of the charts as the most popular colour for 2007 cars, but other colours are gaining on the perennial leader.

PPG says silver is losing some steam as black closes in on the long-time favourite. In addition, brighter hues such as blue, red, and niche market colours seem primed for resurgence.

The PPG-sponsored study suggests that globally, silver clung to the top position as the most popular car colour at 31.5% (down from 33% in 2006). Black jumped to 18% (from 15.4% in 2006) to take second place, followed by white (12.5%), blue (12.4%), red (8.8%), naturals (gold, orange and brown tones, 6.6%), other/niche market colours (5.9%), and green (3.8%).

In North America, silver also held the top spot over other vehicle colours with 22% (down 2% from last year). White was the second most popular North American colour for 2007 with 16%. Black came in third at 15%–up two percentage points from last year–followed by red (13%), blue (12%), naturals (10%), other/niche market colours (6%), and green (5%). “Silver is popular with consumers and automakers because it accentuates the styling of a vehicle and looks modern while also having a high resale value,” says Jane E. Harrington, PPG manager, colour styling, automotive coatings. “We’re looking at new interpretations to emerge in tinted silvers and charcoal shades. In addition, hue-shifting pigments can really make silvers look unique.”

While the two studies differ in rankings, they do collectively point to similar industry trends. From a worldwide perspective, overall colour popularity is beginning to shift from silver to an increased interest in grey. White/white pearl remain a very important colour for trucks and SUVs, based on the high volume of those vehicles. This is also represented in the growth of white/white pearl among luxury buyers and other segments. The popularity of red globally is growing significantly, with an increase of 2% overall, according to DuPont.

“Red, in particular, is a popular choice with people who want to express a level of individuality with their vehicles,” Surcina notes. “We see the growth of vibrant colours–red and orange–as an option for those interested in mass customization– the chance to personalize a mass-produced object.”

While both DuPont and PPG point to silver, white, and black maintaining a certain level of dominance in the overall market, these colours will not be the traditional variants that were emblazoned on your parent’s respectable automobiles.

In contrast to past incarnations of the traditional hues, today’s paint suppliers are using more complex technology to infuse standard colours like silver and white, with rich undertones and light-sensitive accent colours.

According to their report, looking beyond 2007, the colourists of the PPG Global Design and Colour Marketing Team examined cultural and lifestyle trends to create cutting-edge colour palettes and special effects that meet automakers’ goals for brand identity, durability, workability, and cost-effectiveness.

For the 2010 and 2011 model years, they have developed 105 exterior colours and more than 25 interior colour concepts for automakers’ consideration.

Coming to cars soon are Cold Stare, a tinted silver with a steel blue highlight; Double Vision, a medium green with a red hue-shifting highlight; Out of Sight, a soft brown with a blue hue-shifting highlight; Quest, a citrus-inspired yellow metallic; and Gleam, an icy green with an intense gold flash.

The growing complexity of the paint formulations combined with the absolute need for the aftermarket to stay abreast of the most recent colour innovations is certainly reason enough for the continuation of these reports, but DuPont and PPG brass also point out its necessity from all sides of the coatings business.

And the persistence of colour in the consumer decision of what to buy is inescapable.

“One of the first things you notice about a vehicle is the colour,” says Harrington. After all, even the beige Pacer had its devotees.