Benjamin Rey
Co-founder & Chief Scientist at Wisemetrics : with a background in mathematics & statistics, Benjamin has been crunching data and developing statistical algorithms for 15 years, mostly for e-marketing optimization (Principal Research engineer at Yahoo! labs, and now Wisemetrics)

Different audiences react differently to the same visuals. Some prefer dark vs light, some prefer drawings vs photos, some prefer people vs landscapes, some prefer red vs blue.

We were able to analyze all these information through millions of Facebook posts (see “how it works” below for more details). We created an app to analyze your fan’s preferred audience, but before going there, here are a few insights we got from this tool.

Global preferred color on Facebook?

First we looked in general at all Facebook user’s color preferences. We chose a windrose plot, each bar representing a color, the length of the bar being how an audience likes it, from 0 to 1.


tweet Facebook users are not much into pink and red but much more into green! tweet

This is not so different from what was previously found (KissMetrics, Pinterest) , with maybe a bit less blue that one would expect. The reason probably being that Facebook background is already blue, making blue picture less eye-catching.

World Map of preferred color

What we found more interesting is the preferences in color by country. We projected Page fan’s preferences to countries they live in and summed up over all Pages, keeping only countries with at least 10K fans represented.

World Map of preferred colors


It is interesting to see how most countries are different. We still have a dominant green, strongest in Amazonia-land Brazil, but we do get countries with all colors. For instance India is strikingly purple. Maybe it comes from India’ colorful culture.

We also have groups of countries. For instance North-America is green-yellow vs orange for Central America and green for South-America.

Americas color preferences are split in 3, North: green-yellow Central: orange, South: green” tweet

The strong red and the yellow from Russia and China could be interesting, although there’s a catch: in Russia only a fraction of the population uses Facebook and in China, only people outside of the country does. This certainly leads to strange biases.

What’s your fans preferred color – Wisemetrics Labs

Our data science team is constantly designing and improving algorithms to better understand brand’s social audience. Many of our algorithms goes in production, however they are mostly hidden under the hood of our products. We decided to expose some of these algorithms upfront.

We’re starting a series of mini-applications with “what’s your preferred color“. It will tell you how much your fans prefer a color over another one. We will give you a windrose plot such as this one:


Simply connect your Page, we will build our models to predict which color your fans engage the most with.

How it works

At Wisemetrics, we have data from tens of thousands of Facebook Pages all across the world. For each Page, we’re building robust models to predict their fans’ reaction to many factors, one of them being the color of an image. The model integrates the content of the posts associated with the image, as well as other factors such as tone, brightness, presence of people,

Once this is done, for a Page, for an image, we predict fans’ response for the original image, but also for 16 variants where only the color has changed (Hue to be exact):


We run this for a few hundred images and aggregate the response. Everything else but the color being equal, this gives us Fans’ preference to different colors.

Moreover, we augment data with audience-look-alike Pages. This means that even if you have posted only red pictures to your Fans’, we might know that they like blue better.

And this is how you can get your fan’s preferred color!




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