• by Anya Khait , May 1, 2001

Have you ever wondered why certain colors hit a high note with specific demographics and others fall flat? Why certain colorful products are winners and others are left on the shelves? What is it that drives consumers' color choices? According to the experts at Pantone, the world's leading color authority, it might not be just a matter of taste.

In the spring issue of the PANTONE Access Color Ezine, Pantone explores the various factors that shape our personal color preferences. More specifically, why people are drawn to certain colors as opposed to others. The answer lies in a number of influences affecting us at various stages in our lives including geography, culture, emotion, association, trends and even temperature. "When it comes to color preferences, a lot of factors come into play," said Leatrice Eiseman, executive director of the Pantone Color Institute and editor of the PANTONE Access Color Ezine. "The choices we make in color are not as objective as we may think. Beginning at infancy, through the developmental stage and ultimately as adults, our upbringing, experiences and surroundings all play a part in determining what colors we are drawn to." According to Pantone's Spring Ezine, persons raised in the southwestern desert are likely to be drawn to the colors of that landscape - sandy beiges and earthy browns. Others might have an extreme aversion to purple because it reminds them of the grape-flavored medicine they were forced to swallow as children. Generally, color preferences are based on our own personal associations and/or experiences. Color preferences can also be influenced by the way a color "speaks" to an individual and fills their emotional needs. For example: when seeking a quieter, unencumbered and tranquil lifestyle, many people are innately drawn to softer or more neutral colors. Conversely, a preference for bright color may indicate a need for more stimulation. Color preferences can vacillate depending on life-stages and changing needs.

- Anya Khait may be reached at anya@mediapost.com