Visual customization: Diversity in color preferences in the automotive interior and implications for interior design

Abstract Evolving multimodal mobility needs influences established human–product relationships and requires a deeper insight into color preferences for car interiors. Hence, a study was conducted in which 204 members of a web contest created 1,265 designs. After a peer‐evaluation process, 53 most‐appreciated and 34 least‐preferred interior color compositions were identified and compared to identify patterns in color choices. Besides, visual lightweight design by layering of large interior components such as the seat, a modest use of color and patterns accompanied by repetition and the framing of the entire interior to create a feeling of spaciousness were found. Additionally, differences in the type of color between most and least favored color designs were found. Brown and beige occur more frequently among the top‐ than the worst‐rated designs. Larger surfaces are favored in lighter hues and smaller components in darker hues.