According to the good people at Curalate, creators of software that provides analytics on Pinterest and Instagram trends, the most repinned images feature rich details and luminous color.

Apparently, this software analyzed nearly a half million Pinterest posts made by advertisers for things like saturation, texture, brightness and hue. And the finding? People like color. Particularly what they call “multiple dominant colors” which get repinned 3.25 times more than those with only one dominant color. Additionally, if the image is blown out or very dim, its repinning numbers drop.

Other odd color-based fun facts brands might enjoy?

• Predominantly red images get more repins than blue ones
• Images in autumnal hues of red, orange and brown images receive about twice as many repins
• Completely desaturated or saturated images have fewer repins than more moderately saturated images
• Images with less white space get repinned more often
• Brand images without faces receive more repins by nearly 23 percent
• Images with a smoother texture are up to 17 times more repinned than images with a rough texture

So, much like the notion of writing web copy to optimize search, brands may soon be tweaking their color wheels to optimize sharing as visual-based communication grows increasingly important. But despite this science, brands should probably avoid carving these findings in stone. Most people recognize color goes through cycles of popularity. At least most people who have ever dealt with an apartment that features a refrigerator enameled in ‘avocado.’

By Dennis Ryan, CCO, Olson