Published on May 17, 2025 by Science & Technology
Have You Ever Wondered Why Taxis Are Yellow?
The bright yellow color of taxicabs is a familiar sight in American cities, especially New York. But have you ever stopped to ask yourself why yellow was chosen in the first place? The answer is rooted in the early 20th century and involves marketing genius, visibility science, and a man named John Hertz.
The Story Begins in 1907: John Hertz’s Company
In 1907, businessman John D. Hertz founded the Yellow Cab Company in Chicago. He wanted his taxi service to be easily visible and recognizable among a sea of black or dark-colored vehicles common in that era.
Hertz reportedly relied on a University of Chicago study that claimed yellow was the most visible color to the human eye from a distance. Although the existence of this specific study has been debated, the principle made practical sense.
Why Yellow? The Psychology and Visibility of the Color
Yellow is a color commonly associated with visibility, warmth, caution, and attention. It’s used in school buses, warning signs, and high-visibility clothing. These properties made it ideal for a service that needed to be flagged down on crowded streets.
A study by the University of California, San Diego later confirmed that yellow vehicles are involved in fewer accidents than darker-colored cars, making them not only more visible but safer.
The Rise of the Yellow Taxi as an Icon
As John Hertz’s Yellow Cab Company expanded, the yellow cab became a recognizable and trusted symbol of urban transportation. The concept soon spread to other cities, and eventually, **New York City** adopted yellow as the official color of its taxi fleet in the 1960s.
“The color yellow didn’t just help customers find taxis—it built a brand that still stands over 100 years later.”
Yellow Taxis in Pop Culture
Yellow taxicabs have also played a significant role in American pop culture. From movies like Taxi Driver and Night at the Museum to sitcoms and video games, the yellow cab became more than a vehicle—it became a symbol of city life, freedom, hustle, and sometimes chaos.
Modern Alternatives: Are Yellow Taxis Still Relevant?
With the rise of ride-sharing services like Uber and Lyft, the dominance of yellow taxis has been challenged. Yet, in many cities, yellow cabs remain a staple of the transportation network—especially for tourists or people without smartphones.
Conclusion: A Color That Changed an Industry
The decision to make taxicabs yellow was simple, yet it transformed the identity of urban transportation in the U.S. It proved how effective color can be in branding and user experience. Even today, more than a century later, yellow remains the global symbol of a taxi.
Key Takeaways
- John Hertz founded the Yellow Cab Company in 1907.
- Yellow was chosen for high visibility and brand recognition.
- Studies support yellow's role in reducing vehicle accidents.
- Yellow taxis became an iconic part of American culture.
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Thank you !