Selecting your province and language helps us display the correct provincial pricing information. By continuing, you agree to the Legal Terms and acknowledge that you have reviewed the Privacy Policy.
A Pantone Expert Explains How A Colour’s Name Can Speak Volumes
A rose by any other name might smell as sweet, but would you really want your car’s paint colour to be called “dark red” when it could be “black cherry?”
If you chose the cherry, you’re not alone. A 2006 research study found that names of colours significantly impacted our reaction to the colour themselves.
“Colours elicit strong emotional reactions, as do the names given to these colours,” explains Laurie Pressman, Vice President of the Pantone Color Institute. “The moment we hear a colour name, our perception of this same colour is immediately changed.”
Names may stimulate our emotions, but they’re also a useful way to distinguish from the many car colour varieties on the market. Over 70% of cars purchased around the world today are white, black, grey or silver. On first glance, two shades of grey might appear quite similar. However, once you learn that one’s named “Soft Heather” and the other’s “Cold Steel,” you’ll likely see them in a different light.
A lot of effort goes into picking a colour name that is equal parts distinctive, evocative, and mysterious. So how do they do it?
“First and foremost we look at the colour itself,” says Pressman. “What immediately comes to mind when viewing the colour is the most important influence in determining its name. This helps ensure a clear association between name and colour, and a more organic emotional connection to the colour.”
“The moment we hear a colour name, our perception of this same colour is immediately changed.
The naming process isn’t just personal. Colours can have a unique effect on us based on our cultural backgrounds. Yellow is cheery to North Americans, while in Germany it’s the colour of jealousy, and in Latin America it’s the colour of mourning.
“We also take into consideration global recognition,” notes Pressman. “Because our colour palette is global, we try to name our colours in such a way that all of our clients around the world can easily understand our colour names.”
The Corolla iM hatchback has exterior paint colours — and paint colour names — to suit any personality. Let’s take a deep dive into the names and how they might stir their owners’ emotions.
Learn More: Explore the Toyota Corolla iM Hatchback
