Is the World Turning Gray? Why Colorful Objects Are on the Decline
As colours seem to gradually disappear from our world, they are more important than ever for brands to stand out.
Did you know that using colour (vs monochrome designs) can increase brand recognition by 80%? A study by the University of Loyola in Maryland found that colour can help customers more easily recognize your products.
Given this fact, the findings of a recent study by the Science Museum Group are surprising. The world seems to be fading into a grey version of itself! Researchers analyzed thousands of photographs of everyday objects, dating back to 1800, and found a surprising trend: a rise in grayscale colours and a decline in colour variety.
Two centuries ago, there was a mix of different colours, with monochrome tones representing about 15% of all items.
Today, our world is dominated (around 60% in total) by objects, items, and materials that are either black, white, or grey.
Almost 3 in 4 of all newly manufactured cars have their body in greyscale. The most popular carpet colour is grey. The most popular paints are in shades of alabaster, linen, mist or fog.
The shift isn’t simply a matter of taste. The rise of readily available materials like plastic and stainless steel, and the decline of wood use, all contribute to a more muted colour palette.
The most interesting details emerge when we delve deeper into the data. The chart reveals a significant rise in grey over time. This is likely matched by a decline in browns and yellows, reflecting the move away from natural materials like wood towards plastics. Interestingly, a smaller trend might also be visible: the increasing use of highly saturated colours, which began around the 1960s. This could be linked to the rise of pop culture and bold design movements.
Modern design trends also play a role. Minimalism and modernism emphasize clean lines, functionality, and neutral colours to achieve order and harmony. While these principles have merit, they can also lead to bland, homogenous environments lacking personality.
Why Less Color Now?
This trend towards muted tones is particularly surprising considering our technological advancements. We now have the ability to produce a wider range of colours than ever before. Historically, the Industrial Revolution itself ushered in an explosion of colour with the development of new, vibrant artificial pigments. So why the shift towards a more muted palette despite this technological leap?
Perhaps the answer lies in a combination of factors: the practicality and affordability of certain materials, the influence of design trends, and even a subconscious yearning for simplicity in an increasingly complex world. Since we’re bombarded by information and stimuli, is there a subconscious yearning for simplicity that manifests in our surroundings?
Does the brain like colours?
There’s an entire field of scientific study, called neuroaesthetics, that explores the connection between our visual perception of colour and its influence on our brains and behaviour. Studies within this field provide fascinating evidence of how colours can influence our mood, emotions, and even cognitive function:
Studies show colours influence our mood, emotions, and even cognitive function. Red can elevate heart rate and blood pressure, while blue promotes calmness. Green enhances focus and memory, while yellow is connected to happiness in our brains. Surprisingly, the color white commonly used in most public spaces and schools can increase stress and decrease concentration.
This inherent connection between colour and our mental state is fascinating, especially when considering how our preferences develop throughout our lives. A child might gravitate towards the stimulating energy of red or the playful cheer of yellow, while an adult seeking a calming environment for work or relaxation might opt for the tranquillity of blue or the focus-enhancing properties of green.
A Lifelong Love Affair with Color
The results of an experiment indicate that children aged three to six show a liking for red, blue, and yellow colours, as well as those with high brightness. As they grow up, boys tend to favour blue, while girls tend to prefer pink, but red remains the preferred colour for both genders.
Another study involving children reinforces this link between colour and emotion. Researchers divided sixty children into two age groups and asked them about their favourite colours and emotional responses to various colours. Interestingly, a significant portion (69%) expressed positive emotions like happiness and excitement when presented with colours.
The study also revealed a clear association between colour and emotional response. Children favoured bright colours (pink, blue, red) and disliked darker ones (brown, black, grey). Furthermore, as the children aged, their positive reactions to vibrant colours intensified. Girls, in particular, demonstrated a stronger preference for bright over dark colours.
Maturity and the Muted Palette
This inborn love of colour seems to fade somewhat as we mature. In modern Western culture, muted colours carry connotations of maturity and sophistication. Professional attire often leans towards darker, more subdued colours, perhaps signifying seriousness and competence. This association between muted tones and professionalism becomes ingrained, leading us to perceive them as more mature.
Muted tones can be calming and promote feelings of order. As adults, we may gravitate towards colours that create a sense of peace and tranquillity in our increasingly busy lives. This association with calmness might translate into a perception of maturity, where someone who chooses muted colours is seen as seeking a sense of control and order.
Perhaps the vibrant colours of childhood give way to a more subtle appreciation for colour variation and nuanced design choices. Our attention may shift towards appreciating art styles, subtle variations in taste, and refined musical preferences. In this sense, muted tones become a shorthand for a more “developed” taste.
It’s important to remember that this association between muted colours and maturity is not universal. Many non-Western cultures embrace vibrant colours throughout life. In India, for example, bold colours are a significant part of traditional clothing and celebrations. This highlights that the perception of color and maturity is culturally constructed.
Ultimately, the way we perceive colour is a complex interplay of social conditioning, personal preference, and cultural background.
Chasing the dopamine
Gen Z seems to go against the current and embrace the power of colour. During the COVID pandemic, a new trend emerged: dopamine dressing. You could observe how Pinterest showed a 16-fold increase in searches for bright colours and vibrant outfits.
This enthusiasm for colour highlights the potential for brands to strategically leverage colour psychology to target specific demographics. In a world increasingly dominated by greys and neutrals, brands that understand how colour affects consumers will have a significant advantage. A brand targeting young adults might use bold, energetic colours to evoke the same feelings of happiness and excitement associated with dopamine dressing, while a luxury brand might utilize sophisticated jewel tones to convey elegance and timeless style.
Let’s differ
The trend towards homogenization is not just limited to objects. It is also happening with branding. In the luxury sector, unique, ornate logos have now been replaced with homogenized, simple all-caps lettering. Yves Saint Laurent and Burberry may have conducted focus groups and market research to justify this change, but that could be the crux of the problem. An approach that relies on data averaging leads to sameness across the board.
However, the question remains: if the big brands have worked for decades for their identity and recognition, why would they throw most of it away?
There's a valuable lesson here for brands and businesses looking to differentiate themselves. In his book ‘We Are All Weird,’ marketer extraordinaire Seth Godin pushes us to consider being intentionally different.
The same applies to the world around us. While trends towards muted colours and minimalist design may offer practicality and a sense of order, they can also lead to a bland and uninspiring landscape. Being conscious of this trend and making choices to incorporate colour in our lives, whether through our clothing, our homes, or even the brands we support, can help us combat the homogenization effect and create a more vibrant, versatile world.
