How do you convince your sellers to repaint their seafoam green living room a more neutral blue or gray? And how can you be certain seafoam wouldn’t be a hit with some buyers?

What about branding? When it comes to choosing the colors for your logo and business cards, maybe your instinct is to go with red, but you’ve been cautioned that red signals “danger.” Still, it’s one of your favorite colors – and you’ve heard it’s supposed to encourage action. What to do?

To help you make sense of the mystery and complexity of color choices, we’ve put together a collection of resources so you can harness the power of color psychology, attract the right clients, and grow your business. But agents, beware: One buyer’s “perfect pink” is another buyer’s Pepto-Bismol.

Color choice matters! Be strategic when choosing colors for everything from branding to throw pillows.
Photo by Kaboompics.com from Pexels

Whether you’re helping a selling client choose a fresh paint color, updating your business cards, re-branding your professional image, or wondering which throw pillows to add to your staging kit, you’ll want to know what makes sense to your current target market. So, as you read through these tips and resources, keep your clientele in mind and trust your instincts.

Color Psychology Explained

Color psychology is the science and art of how color affects us. Through the intentional use of color in marketing and other aspects of business, a company can subtly (or sometimes boldly) influence the purchasing decisions of customers. Here are some common examples of moods that can be conveyed using different colors:

  • Yellow = cheerful
  • Green = nature or wealth
  • Gray = calming
  • Blue = peaceful
  • Purple = royalty or power

Think ketchup should be red? One of the most famous case studies of a company using color psychology to boost sales was in 2000, when Heinz decided to change the color of their ketchup from red to green. The result shocked everyone – even Heinz’ executives – as they scrambled to keep up with demand when sales went through the roof!

For a light and digestible crash course on the science behind color psychology, start with Nick Kolenda’s free guide.

For a more academic approach, this article from Psychology Today gets into the nitty-gritty of how color affects us—and how it doesn’t.

Color Psychology in Marketing

Using color for your brand involves choosing specific colors for your logo, business cards, rack cards, website, and other marketing collateral.

But if you don’t have a design background, how do you know which colors will show that you’re trustworthy, friendly, and confident? Furthermore, how do you use colors to convert clients to customers? Best-selling author and top influencer Neil Patel explains it all here.

Once you choose your brand colors, be consistent and use plenty of contrast – dark colors on a light background or vice versa – one of the classic principles of good design.

Color Psychology in Realty

Did you know that color preferences change by age group? They also vary by gender and even cultural background. For example, in the U.S., the color white represents purity, while in China, it is a color of mourning. If you’re selling homes in neighborhoods with specific demographics or age groups, you’ll want to keep color psychology in mind. This article breaks down color psychology by demographic, sex, and even touches on cultures and the global geography of color.

What’s the most practical application of color psychology when it comes to first home impressions? The exterior paint color! Here are Bob Vila’s 12 top-selling outdoor paint colors, influenced by home type and location.

What’s the right color for a den versus a formal living room? This article scratches the surface on using certain colors to improve your chances of selling a home.

P.S. You won’t find seafoam on the list.

Your Inner Expert

Although there is no one way to correctly use color, these resources can help you – the expert – make the best call. After all, you know your clients, your neighborhood, and demographics.

Being more aware of smart color choices in home sales and staging will add to your expertise as a Realtor®; using consistent, contrasting colors in your marketing materials will keep your brand aligned and on target.

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