What it says: Joyful, friendly
"It's highly visible, so there is a safety factor in driving a car that's this bright. At the same time, it has a sunny disposition. There's a kind of joyful, young-at-heart feeling. It's a very friendly color, attached to good cheer."
What it says: Friendly but sophisticated
"The yellow-gold family doesn't want to imply that much attention, but the gold implies a certain intrinsic value to the car. So it's friendly and sophisticated. Any time you deepen a color, you add sophistication, so that's the way a person wants to be perceived."