Airplanes have become just as bland on the outside as they are on the inside.

After decades of frenzied competition and staggering losses, domestic airlines have taken a more sober approach to the business of flying, with their first priority making money. And so the fancy fuselages and lively paint jobs — remember TWA’s bold red lines? — have gone the way of free meals, pillows and checked bags.

The color of choice these days is sensible white. White does not fade as fast in the sun and requires fewer touchups. And without the added flash of color, less paint is needed, making planes lighter and saving fuel.

“There used to be romance in air travel,” said Steve Cone, a marketing expert who helped create the first frequent-flier programs. “The airlines were run by dreamers, creative types and entrepreneurs. They’ve been replaced by penny-pinchers who don’t think about the real estate outside of the plane.”

The staid designs reflect the current state of the industry. Unlike in their heyday in the 1970s, the airlines today have little reason to stand out. With just a handful of carriers still standing after dozens of mergers and bankruptcies, the survivors would rather focus their limited resources on improving business class, for instance.