From Black to Bright: Why Americans Are Ditching Neutrals for Vibrant Colors
If you've noticed a shift from muted tones to brighter hues lately, you're not imagining things. A new analysis of U.S. search trends reveals a dramatic change in consumer color preferences, with vibrant colors like yellow and blue making a major comeback while classic black and brown are on the decline.
A 12-month study by MyTelescope AI, spanning July 2024 to June 2025, shows that Americans are craving optimism and self-expression, and they're choosing colors that reflect that desire.
Popular colors and related US brands. (MyTelescope Data)
The Colors on the Rise
The biggest winner is yellow, which saw an incredible 44% increase in searches. This surge was driven by popular searches for things like "yellow heart" and "yellow dress." Following closely behind is blue, with searches jumping 40%. The most popular blue search was "navy blue," which generated over 2 million queries.
White is also having a moment, with a 14% increase in searches, proving that a clean, minimal aesthetic is still very much in style. And while red saw a more modest 6% increase, it remains a steady favorite, especially in fashion.
The Colors on the Decline
While still a powerhouse in terms of overall search volume, black saw a significant 25% drop in interest. Similarly, searches for brown fell by 16%, signaling a waning interest in these traditional neutral tones. Gray also experienced a 6% decline, though it maintains a niche following with searches like "agreeable gray." The one exception to the downward trend for neutrals is green, which remained relatively stable with a minor 1% decrease, largely supported by popular searches for "sage green."
What This Means for Brands
This isn't just a fleeting fashion trend; it's a cultural shift. As MyTelescope Senior Analyst Kristofer Dalin notes, "Consumers are craving colors that make them feel something. Brands using these trending colors will better connect with customers."
Brands that have long relied on black and brown palettes may need to rethink their strategy to stay relevant. Conversely, companies that embrace the surging popularity of yellow and blue can better align with a customer base that values optimism and expressiveness.
The data also reveals unique opportunities across different sectors. For example, some of the fastest-growing color-product combinations include "yellow umbrella," "yellow shoes," and "dark brown" (likely referring to furniture or decor). This suggests that specific industries—from fashion to interiors to tech—each have their own unique color opportunities waiting to be tapped.Stay agile and ready for the bounce-back.
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