What the colour of your Volvo says about you

What sparked your passion for colours?
"Our eyes are amazing – perhaps the most mind-blowing feature in the whole of human evolution. Our associations with colours date back to our earliest origins when red represented danger, and green meant edible. And there are studies to show that colour is the first thing the eye reacts to in any design. My fascination with colours started when I realised how many emotions can be evoked by colour."

When did you first become aware of that?
"I was about 6 or 7 and went football-mad. I supported Liverpool. They played in all-red kit and I wondered why. Then I read up on it and found out that the all-red kit was a tactic in the 60s by Bill Shankly to make the players look as powerful and intimidating as possible. That was when I first became aware of the psychology behind colour. That awareness was reinforced when I started working in the fashion industry, and now in the car industry."

How do you go about selecting colours for a new Volvo?
"It's all about finding colours that capture the brand identity and values. About looking at what was done in the past so as to create a natural evolution as opposed to a revolution. So the first step is to understand what Volvo Cars stand for. Everything we do in our team – interiors, exteriors, details – is rooted in nature. That's why yellow, orange, green and blue are our core colours with signal value for us as brand symbols."

Can you give us an actual example of the process?
"We recently launched Moss Yellow for the Volvo EX30. The colour hails from the forest outside our showroom here in Torslanda, Sweden. It's inspired by the yellow reindeer lichen, or polar moss, that grows on the rocks. Yellow associates psychologically with joy and hope. But Volvo already has a yellow heritage – the P1800 Sport was yellow, as was the T-5R; the car that made me fall in love with Volvo. So, what we do is reimagine these core colours."

What are the trending car colours right now?
"Orange is a trending colour. It signals energy and holds positive mental associations, which was focal post-covid. The way we select colours is influenced by where we are headed culturally in a global context. In the 90s' recession, the colours tended to be black and grey because consumers were more introverted. These days, green has become a key colour in signalling calm, eternity, and nature."

Where do you find inspiration for Volvo Cars' colours?
"The Nordic countryside is our go-to for inspiration. Volvo is Volvo, and we want to stay true to ourselves and our brand identity. The car industry can be quite dogmatic, so what attracted me to Volvo Cars is that we can go our own way. We can pick colours that align more with fashion, architecture and culture. So it's a mix of heritage and timeless trends that last for decades."

Do different colours go with different models?
"Yes, that's another parameter for us. The size, format and design of the vehicle obviously influence the colours we go for. But we also try to find core colours that go with all Volvo's models so as to demonstrate our journey towards sustainability and circularity. The aim is to do more with less. The next step is to find the in-between shades and hues that express diverse attitudes."

Do you have any colours you're particularly pleased with?
"Right now, I'm really chuffed with our Moss Yellow EX30. Every morning when I drive to work, and catch sight of it, I get a real kick. That there, that's a Volvo! It gets me thinking about our storytelling. The EX30 Cloud Blue is another favourite. It captures the hue of the Swedish sky. It's perfect."

What's your approach to interior colours?
"Light-coloured interiors are important to us. We want to let in as much light as possible because it instils calm and relaxation, whereas dark interiors have a more intense, tech look. We also do a lot to ensure that the interior features – textiles, panels, and seats – speak the same language as the exterior for a balanced look and feel."

What part of your job do you enjoy most?
"That would be the psychology of colour. That awareness of what colours do to us at a deeper level. And I do like the red, white and yellow 'Marmite colours', as in the British spread that people either love or hate. I aim to achieve the same: to spark debate, trigger feelings and reactions with colours. In design generally, my idea is that we need to push limits. I want colours to confront people."

But you're known for always being dressed in black. Why so?
"Haha. I often get asked that. I love looking at colours, but rarely wear them. When it comes to clothing, I'm into the cut and the lines, and black just offsets them. And I don't tend to change my look that often. But when it comes to Volvo and cars, colour is a really important part of our identity. You're right, it's paradoxical."