According to the 2009 DuPont Automotive Color Popularity Report, silver is the top vehicle color choice globally. White took the top spot in North America, while black was number one in Europe. Experts say that during an economic downturn, people tend to choose safer colors when purchasing a new car and often avoid getting something too trendy that may not have a high resale value. The use of layered paint coats and hue shifting elements is gaining in popularity. These new pigment technologies can make conservative colors like silver and gray seem more exotic and fresh.