This study explores the influence of the color purity of New Energy Vehicles (NEVs) license plates on consumers’ emotional response and perceptual coordination, filling the gap between aesthetic and emotional research on license plate design. Based on theories of color psychology and coordination, the results of a visual stimulus experiment (two-way ANOVA) and a questionnaire survey show that: high-purity green significantly stimulates positive emotions (especially favored by young people), but its coordination score differs depending on the body color. vehicle owners prefer the standard purity due to the perception of “classic coordination.” The conclusion shows that color purity affects preference through the dual path of emotional arousal and coordination perception, with significant age and group differences. It is suggested that automakers should implement adaptive segmentation strategies, expand cross-cultural research, and integrate dynamic display technology to optimize the color design system of new energy vehicles.