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Values and Color Preference

What is your favorite color? Most people have a ready response when asked this question, as color preference can provide a small but meaningful insight into our identities and personalities. Are you someone who likes bold, bright colors with the attitude to match? Or do you lean toward more subdued, muted colors that suggest calm and relaxation?

While some research has looked at color in terms of emotion, values-marketing agency tool Zenzi by Aletheia specializes in examining all consumer variables from the perspective of values. When it comes to color preference, values can exert a strong influence on one’s emotions. The color red, for example, may spark excitement in an upwardly mobile Achievement Seeker, but less so in a community-minded Purpose Seeker, who may be motivated by more subdued tones.

To better inform design choices, Zenzi by Aletheia wanted to investigate the color preferences of our six value types and how they relate to consumer motivation. To accomplish this, we conducted a survey of 340 U.S. residents in February 2022, within the following touchpoints:

The data revealed compelling insights into what color palette designers should use to build brand affinity according to the six value types. For a full report of data insights, reach out to info@aletheia.com requesting Zenzi by Aletheia.

Here is a sneak peek into the color preferences for the six Zenzi value types, along with brands who have (consciously or not) successfully leveraged these preferences to reach their target audience:

Achievement Seekers:

It makes sense that Achievement Seekers prefer red. The excitement, boldness, and youthful energy sparked by the color red is sure to attract attention, and is the perfect fit for their ambitious, go-getter mindset.

Pleasure Seekers:

To reach Pleasure Seekers, opt for purple with a splash of other brighter colors.

Freedom Seekers:

Trailblazing and independent, Freedom Seekers are drawn to the confident and cheerful nature of the color orange.

Purpose Seekers:

Apart from representing the “green” lifestyle that plays a large part in the Purpose Seeker identity, the color green also evokes a sense of peacefulness, growth, and tranquility that rings true with their community-minded, self-transcendent leanings.

Tradition Seekers:

Tried and true, the color blue represents trust, dependability, and strength. Tradition Seekers value the brands they grew up with and brands with a long-standing track record of consistency.

Security Seekers:

Conservative and risk-averse, Security Seekers prefer the neutral and non-invasive colors of grey and black.

Which value type is your business trying to reach, and how can color preference play a role in your design strategy? Visit Aletheia.com to learn more about Zenzi and schedule a call with our team.



The Psychology of Colors in Marketing