New Study by Design Research Shows How Color is Changing in the American Kitchen

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Yellow is the fastest growing color, while Generation Y consumers strongly prefer white.

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While neutral whites and beiges continue to be dominant, yellow is growing fastest as a primary kitchen color, up 57% nationally versus 2013.

Color preferences are changing in the American kitchen, according to a new release of the on-going The American Living Survey (TALS). While neutral whites and beiges continue to be dominant, yellow is growing fastest as a primary kitchen color, up 57% nationally versus 2013. Yellow’s uptick is coming at the expense of green which has enjoyed a five year run but is now trending down, according to the survey of 600 American households.

The survey also looks at market segments. Generation Y consumers are demonstrating very specific preferences with nearly 44% of those surveyed identifying white as the color they prefer. Generation Y is also the group that most prefers black as an accent color because it is the strongest compliment to their preferred white. Black accents are also more preferred by men than women, urban versus suburban or rural households and southern households.

The American Living Survey™ is a unique tool that enables product development and marketing executives to look to the future with more certainty. TALS delivers a profile of how Americans are living today, how taste and styles are changing, and what consumers are seeking in the future. It can guide not only design direction, but influence everything from specific products to marketing. Wave three of The American Living Survey focused on Kitchen Purchasing habits.

The strength of the data and the analysis of the information is the key resource of the study. “Lots of color resources will name the color of the year or prepare predictions as to what next year’s colors will be,” says Richard Babick, President of Design Research. “That’s great to a point. Those resources don’t tell you what percentage of the market those colors represent and they don’t tell you which consumer segments like which colors. The American Living Survey does just that.”

For a free copy of a summary of Wave 3 of The American Living Survey, contact Design Research at (609) 896 1108.

About The American Living Survey™
The American Living Survey is an on-going survey of American households with a particular emphasis on home design, lifestyles and entertaining. Each wave of TALS™ incorporates responses from at least 600 American households and each wave includes standard questions on design and color preferences as well as rotating questions on a special topic of interest. Wave 3 focused on Kitchen Life and Wave 4 (currently in the planning stage) will be exploring furniture purchasing decisions.

To learn more about TALS go to:

TALS is also a research omnibus through which companies can put their own proprietary questions to 600 households for far less than the cost of a custom research project. In fact, the cost falls with every question asked. TALS omnibus allows companies to:

  •     Identify brand or advertising awareness among a national audience
  •     Probe attribute importance for products in a specific category
  •     Assess the potential for a new design or product concept

To learn more about TALS omnibus questions go to:

About Design Research
The American Living Survey is conducted by Design Research, LLC of Lawrenceville, NJ. Design Research is the only research company that occupies the intersection between research and design. Nearly all of their work is in the home goods categories: tableware, housewares, home furnishings and home décor. They have proven proprietary design testing mechanisms that enable them to guide clients to introducing products that far outperform the competition.

To learn more about research offerings from Design Research go to:

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John Rolleri
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