The Psychology of Colors in Real Estate Marketing

the psychology of colors in real estate marketing

As real estate agents, we are always looking for a new way to get the upper edge. Have you ever thought that the colors used on your business cards, website, logo and listings might have an effect on potential client’s actions? Here’s are some helpful tips on how you can utilize color to boost your marketing game.

Yellow: Optimism. Clarity. Warmth.

yellow couchYellow is associated with sunny days, happiness, and bright energy. It’s a great way to grab a client’s attention. Use yellow sparingly, as too much of this sunshine color can be harsh on the eyes and cause potential buyers to look away.



Orange: Cheerful. Friendly. Confidence.

orange Orange signals playfulness and also physical comfort. It’s hard to imagine cozy fall evenings without this warm color. Most notably, Nickelodeon, a major children’s television network, uses orange for its logo. Orange can communicate confidence, competition, and physical activity. Many national sports teams use orange in their marketing as well. Interestingly enough, when polled about color preferences, orange is women’s least favorite color.


Red: Excitement. Youthful. Bold.

bold redPassion and power are two words linked to the use of red. When red and black are used in combination, the meaning becomes sexy and sophisticated. Often used for its ability to draw attention, major companies such as Coca-Cola, Virgin Airlines and the infamous designer, Christian Louboutin, have created iconic statements using this color. A little goes a long way with red. Be mindful of where you add this color or you lose the effect.


Purple: Creative. Imaginative. Wisdom

purpleOnce exclusively the color of royalty, purple is still one way to express luxury. Too much purple, on the other hand, can bring to mind Willy Wonka and the Chocolate Factory. Customers may think a brand is unprofessional and tacky with excessive use. In the previously mentioned study conducted by Joe Hallock, purple stands out as one that men dislike the most.


Blue: Trust. Dependable. Strength

blue poolIt’s not a mystery why so many financial institutions use blue heavily on their websites and logos. Blue also introduces a sense of serenity and calmness. Light blue hues bring to mind idyllic blue skies and days spent at the ocean. Dark blue is utilized to encourage trust and transparency by Facebook, Bank of America and Paypal. This hue isn’t a foolproof way to gain client trust. If it’s the wrong shade, it can make you seem cold and unapproachable. This aversion is particularly the case when associated with food. Avoid excessive use of blue in kitchens when staging a home as it can turn off our appetites unconsciously.


Green: Peaceful. Growth. Health

green doorPeace and health are something every person can use more of. If your business involves environmentally conscious homes, green is the color to use. Green makes us think of outdoor scenes of lush forest and mountain scenes. It is the official color of nature itself. This color resonates with younger audiences, more health-conscious audiences. Green is an excellent color to use for call to action text. It helps items pop out and grabs attention.


White: Freedom. Clean. Modern

whiteAlthough some would argue white is not a color, it’s incredibly powerful when designing your marketing. Cluttered design with too many colors overwhelms potential customers. White creates a clean space where critical information takes center stage. Spaciousness and breathability are key factors when inviting users to your website or listing. White can help spaces feel fresh, crisp and new.


The best way to use color to its greatest potential is to keep in mind balance and moderation. All extremes are bad, and a little goes a long way when considering the use of any color. Google has mastered this idea offering users a clean backdrop of white and carefully selected splashes of colors to draw the eye. Together this not only creates an easy to use interface that keeps users coming back. According to a study titled, “Impact of Color on Marketing,” 90% of snap judgments are made about certain products solely based on color. Doing the extra work to test different color combinations may prove to be a worthy investment of your time.

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