Demographic Research
Consumer Color Preferences

Color is serious business.

Color packs the power of conveying a mood or message, and it can make or break sales. As evidence, consider the $23 million in sales made by Heinz's green ketchup. However, experts agree that colors are seen by different age groups, genders, and nationalities in many different ways. These demographic differences are critical to all color strategies for visual communication, be it brand identity or corporate image.

Stay up-to-the-minute on consumers’ color preferences.

We can help with substantive data from the Global Color Survey. Since 1997, we've been gathering data from over 60,000 people worldwide. The current database is a compilation of demographic information about color symbolism and color preferences. As such, it has become the first database of its kind.

Here's how the color database works

Data from Colorcom's international survey will provide reliable information that a specific color is evocative and can subconsciously link the desired attributes to a product brand, an entity or image. Users can select the demographic group they are interested in and list the attributes (the communication or symbolism) they want the colors to achieve. For example, you could specify North American males, ages 24-35, (demographic group) and then request the colors that are associated with "powerful." As an alternative, if you're concerned that a color - such as green - might not communicate the desired attributes of "dependability" (for example), a search for the color green would deliver a list of what green communicates to any demographic group.

Note: Detailed information about the database can be found at the Global Research and Statistics page.

What people are saying Here's how demographic data about color helped our client with a critical color selection: Wow! How cool. The color we had recommended for the packaging was purple - The client didn't like it and wanted justification for our choice. The data from the Global Color Survey showed that purple scored as either the #1 or #2 in all four age groups ! Thank you. This is going to make my presentation a lot easier. Jim Webster Design Group