The psychology of car colours in focus

Every morning on South Africa’s highways, byways and off the beaten tracks, a moving mosaic of colour tells a story about who we are. 

The white bakkie chasing a deadline, the silver sedan blending into the cityscape, the red hatchback darting through traffic with youthful bravado — each shade is a clue to the driver’s personality. Car colours are not just cosmetic; they’re emotional, cultural and deeply psychological. Manufacturers study them, insurers price them and motorists — knowingly or not — express themselves through them. Colour, in motoring, is identity on wheels.

White: Order, optimism and economic sense: Numero uno on our starting grid is white — and for good reason. White has dominated our national sales charts for years and not only because it reflects heat in our sun-soaked African climate. White signals clarity, cleanliness and control. It appeals to motorists who like things neat, predictable and presentable.

There’s also a hard-nosed economic layer: white cars hold their value. In a country where resale matters, white becomes the safe bet — the colour of motorists who think ahead. Psychologically, white suggests a desire for a fresh start, a clean slate, a sense of modernity. It’s the Apple aesthetic on four wheels.

Silver and grey: professionalism and discretion: Silver and grey are the quiet achievers of the motoring palette. They appeal to motorists who prefer neutrality, maturity and understated sophistication. Grey, in particular, has surged because it feels modern without being flashy — the colour of the urban commuter who wants to blend in rather than broadcast. It hides dust, disguises scratches and projects a calm, corporate confidence.

Silver carries a slightly more futuristic sheen, the choice of the tech savvy driver who likes a bit of sparkle without stepping into showmanship. These colours dominate corporate fleets globally and South Africa is no exception.

Black: power, prestige and a hint of mystery: Black is the boardroom on wheels. It’s the colour of motorists who want to project authority, elegance and control. 

A black car looks presidential, even if it’s just popping into the supermarket. 

But black also reveals a willingness to invest in image. It shows every scratch, every smudge, every raindrop. Choosing black is a commitment — a statement that presentation matters. There’s also mystique. Black is for motorists who prefer to be noticed but not known.

Blue: calm, trustworthy and emotionally balanced: Blue is the colour of reliability. Light blues feel friendly and youthful; dark blues feel professional and conservative. Blue car drivers often want to stand out gently — not with a shout but with a steady, confident presence. It’s no accident that banks, uniforms and corporate brands lean heavily on blue. It communicates trust.

Red: passion, performance, and personality: Red is the extrovert of the road. It signals energy, confidence and emotional intensity. Red cars feel fast even when they’re parked. These motorists enjoy being seen — and don’t mind being remembered. The old myth that red cars attract more speeding fines is just that: a myth. But the perception persists because red is visually arresting.

Yellow and Orange: creativity, youthfulness and playfulness: These are the colours of motorists who refuse to blend into the traffic stream. Yellow and orange signal creativity, optimism and a sense of fun. They’re rare — which is precisely the point. These drivers often see their cars as extensions of their lifestyle: expressive, adventurous and unafraid of standing out. Manufacturers tend to reserve these colours for niche models, reinforcing their playful identity.

Green: nature, individualism, and quiet confidence: Green is making a global comeback, especially among EV buyers. It appeals to motorists who value individuality, environmental consciousness and quiet confidence.  Dark greens evoke heritage and nostalgia; lighter greens feel fresh and eco forward. Green car drivers often want to be different without being loud.

The South African layer: Here, colour choice is shaped by climate, resale value, fleet culture, and safety perceptions. 

White bakkies and taxis normalise certain colours. Bright hues are sometimes avoided because they “attract attention” — wanted or unwanted. Our roads reflect our realities: practical, aspirational, expressive and sometimes contradictory.

The future: As electric vehicles reshape global design language, we’re seeing pastels, matte finishes and two tone palettes emerge as the new markers of innovation. 

Whether we admit it or not, our paintwork speaks long before we do — and it tells a remarkably accurate story about who we are behind the wheel.  

Electric vehicles are rewriting the colour code. As cars become more digital, colour becomes a branding tool — almost like choosing a smartphone finish. 

Younger buyers, especially, are gravitating toward expressive, tech forward hues.