When it comes to paint, Americans say one thing and do another
A new study conducted by Harris Poll on behalf of Sherwin-Williams has uncovered an interesting contradiction about American homeowners: they say they love bold color, but they mostly prefer to play it safe.
By studying social media conversation about colors mentioned in conjunction with areas of the home, most people talk about neutrals, particularly white and black, according to the findings. However, when asked directly, the majority of Americans (58%) say that more vibrant colors should be used throughout the home, such as red, blue and green.
"Homeowners shouldn't stress when trying new colors, and many will likely find it is a worthwhile endeavor. Vibrant colors can have positive psychological effects. Emerald greens can be energizing, seeing red can give us a boost of strength and yellow can provide a sense of warmth," said color psychologist Dr. Sally Augustin, principal at Design with Science, a cognitive science-based design consultation firm.
For Americans willing to take a small risk, blue might be a good bet: 62% said blue is one of the colors they like most, with a preference consistent across genders, regions and age.
"In the case of blue, it's often subconsciously linked to trust, dependability, and competence and can also be associated with rest and provide a cooling sensation – making it a great choice for a bedroom or office," said Dr. Augustin.
The color black is the second-most popular color (32%), followed by red (31%).
When it comes to yellow, 42% associate the color with happiness, but men are more than twice as likely as women (35% to 17%) to associate yellow with weakness.
There is a generation divide too, in case you didn't see that coming. Millennials are more likely to get help when it comes to choosing color, and they're more likely to associate color with energy (33% vs 24% of Gen Xers and Boomers).
Overall, though, 58% of Americans are planning to paint an area in their home in the next 12 months, and 69% of Millennial men are planning to paint within the next year.
