Study of consumer's preference rating on car's exterior color design

Color is one of the things that can affect the consumers' buying decisions since it becomes the first impression of consumer's eye. Every consumer has their own perception about the color, including the emotional impression appeared. For instance is the color in car exterior. This paper aimed to rate the emotional impression of Indonesian consumers on city car exterior. There are six colors favored by the consumers and each color has their own representation of customer's emotional impression. To elucidate these emotional impression, factor analysis were performed on data on emotion variables. The result of these analysis shown that black is elegant and simple, silver is decent and simple, blue is bright and feminine, grey is suitable and masculine, dark red is modern and feminine, and white is luxury and feminine. The result can be used by car manufacturers in preparing market-specific automotive-color.