The process of picking a colour for the car a customer is about to purchase mostly involves prolonged contemplation at the dealership, clicking pictures and sending to friends and family for approval, settling on one and then, repeating the whole process again and maybe.. again. However, what this process does not include is considering why we're picking the colour that we're picking. The vast majority of drivers are in the wrong-coloured car for their personality. That’s the surprise finding of a pan-European study by Nissan, which reveals a staggering 86% of those polled made an incorrect choice in the showroom. The research found that even though there are now more vibrant exterior colours and personalisation options than ever before, car buyers are still too conservative when it comes to picking paint.
The study was carried out by Nissan to celebrate the personalisation options on the all-new Micra hatchback. It found approximately a third of those surveyed should have opted for more striking shades like orange instead of traditional grey and black, based on their personality type.
To help consumers, Nissan has turned to technology and developed an innovative Chatbot in conjunction with acclaimed colour psychologist Karen Haller. Delivered via Facebook, it determines the user’s personality and presents the perfect Micra colour match for them.
For the research, bespoke questions were devised to quantify an individual’s personality through analysis of their behaviour and preferences. This technique is commonly used to indicate a person’s primary personality, for example, as part of the screening process during job interviews.
Picking unconventional and peppy colours still makes consumers nervous. Playing it safe by picking a neutral colour is preferred because chances of regretting that colour are minimised. Although it makes sense that the colour of their cars must relate to the owners' personalities, if it became a norm, the colour of the car will reveal so much. If someone pulls up in a grey car – 'they must be so boring' and if it is a fluorescent and neon colour – 'this guy must be out of mind!'