White is the new Silver

The DuPont Automotive Colour Popularity Report for 2008 has been released -- and White is the top colour choice in North America for the second consecutive year.

DuPont, the company that lent its name to what is now a generic term, 'Duco', has been monitoring the popularity of different paint colours for years and, according to the latest report, sees a trend towards "conservative differentiation" -- a possible sign of the times in which we live.

Opaque white scored a 16 per cent popularity rating and, with a four per cent score for 'white effects' -- white with added pigments for a pearlescent or metallic appearance -- rated 20 per cent, a high enough score to take the top rung of the 'contest'.

Black (11 per cent) and black effects (6 per cent) came second and silver, which is metallic by its nature, picked up a 17 per cent rating for third.

The writers of the report expressed an opinion that colour choices in global markets are beginning to merge. In other words, popular colours in North America are similarly popular in Europe or Asia, although there is still some considerable disparity.

On the subject of white being the most popular colour in North America, the authors described the colour as 'palette-cleansing'. It's more a delimiter rather than a colour choice in itself. Marking the end of the popular trend in silver, white also heralds the rise in popularity of some new colour -- yet to be determined. Prior to white displacing silver from the top spot, silver had been the most popular colour for seven years running.

"We're seeing basic colours like black, white and silver continuing in the lead but consumers are looking for differentiation with tri-coat and other effects," explained Karen Surcina, colour marketing manager -- DuPont Performance Coatings.

"These colours and effects provide a higher degree of customization and luxury-effect which allow consumers a conservative differentiation from the traditional colour palette.

"The popularity of true chromatic colours such as blue and red are on the rise, with blue growing worldwide as consumers look to more environmental themes and lifestyles."

Blue in particular has a 'sea-and-sky' aesthetic quality about it that dovetails with the current increased interest in the green movement.

"Blue is being utilized as the 'new green' because it is well understood by people all over the world that blue can also represent the preservation of nature," says Leatrice Eiseman, executive director of the Pantone Colour Institute and author of 'Colour: Messages and Meanings'.

"Imagine a clear blue sky mirrored in a pristine blue lake and you will get the picture. It is a universal favourite."

So blue is on the rise and accounted for between 12 and 13 per cent of the market over the past few years. It's also a 'top five' colour in most of the other markets that DuPont surveys. 2008 is the first year that DuPont has conducted surveys in global markets -- including India and Russia, two markets where sales are booming.

In Russia, with a fairly astonishing 30 per cent of the market, silver was the top-selling colour, with black and red sharing second place with 14 per cent each. Green (13 per cent) was followed by blue (12 per cent) and white (10 per cent). Red and green were more popular in Russia than in other global markets. Perhaps red is the preferred colour of those with a hankering for the past.

Indian owners chose white (17 per cent and 11 per cent for white pearl) ahead of silver (27 per cent), red (12 per cent) and blue (eight per cent). It was not altogether surprising that black and black effect accounted for six and one per cent of the total market, respectively, in a country known for its tropical climate.

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