Why you shouldn't buy a brown or gold car By Scott Nyerges of Cheapism | The Color of Money Do you take resale value into account when shopping for a new car, truck, or SUV? You're not the only one. But make and model aren't the only factors when it comes to figuring a used car's worth — so is color, according to a study by vehicle-sales search site iSeeCars. Surprisingly, the most "valuable" hues when it comes to depreciation aren't necessarily the most popular (such as black, silver, and white). And paint color affects resale differently depending on the kind of vehicle.