Colour as the language of the age: what boomers, millennials and zoomers prefer
Each generation has its own visual code, and one of the most prominent markers become colours.
Although colour is a physical effect of light reflected from objects, its meaning is shaped by culture and society. The Conversation quotes French historian Michel Pastoureau as saying that colours do not exist on their own - it is society that gives them symbolism, which changes from era to era.
Baby boomers (born between the end of World War II and the mid-1960s) and Generation X (1965-1980) favoured calm and neutral shades. Pastels, natural greens and browns, and rusty reds became their go-to colours.
Generation Y, or millennials (1980s to mid-1990s), gave the world the famous "millennial pink". This soft pastel pink became a symbol of lightness, optimism and rejection of rigid gender stereotypes.
Generation Z (1995-2010) relied on bright colours. The first iconic shade was "gen Z yellow" - a rich yellow that contrasted with the pink of millennials. Later, purple, symbolising inclusiveness, creativity and feminist values, entered the trends. In recent years, green has come to the forefront. On the one hand, it is linked to the environmental agenda, and on the other hand, in 2024 it got a bold new sound as "brat green", popularised by singer Charli XCX.
Generation Alpha, the youngestgeneration, is still balancing between two poles: the craving for calm natural shades and the influence of the digital environment with its bright, artificial colours.
It is important to understand that the colours of generations are not carved in stone. They are cyclical, like fashion, and are constantly being reinterpreted. The colour trends of 2024-2025 vividly demonstrate this dynamic. While "brat green" is associated with boldness and irony, Pantone has chosen warm brown "Mocha Mousse" as the colour of 2025, symbolising cosiness and stability. The contrast of these cues reflects the current state of society - simultaneously a thirst for excess and a desire for balance.
Marketing research shows that the perception of colour depends not only on the shade itself, but also on how it is named. Vivid and imaginative names ("millennial pink", "brat green") increase the emotional impact and stimulate interest. In contrast, impersonal labels reduce consumer engagement.
For brands, it's a double challenge: understanding generational codes and building a colour system that is recognisable and sustainable, yet open to adaptation.