Have you ever noticed that particular real estate signs catch your eye more readily than others? The psychology of color in real estate (in any industry, really) is perceived as more of an art. Sure, companies have come up with broad generalizations that tell us “yellow brings happiness” or “blue builds trust,” but you may as well have found these truths on the inside of a fortune cookie.
The fact is, color preference is a personal concept—one based on a myriad of inputs, like experiences, personality, and even biology (apologies to the color-blind). What one person may find joy in, another may see only despair. We could wax philosophical all day, but let’s make it more concrete: How can the real estate sector, in particular, take advantage of color to market effectively?
In the eye of the beholder
When it comes to the psychology of color in real estate, everything ultimately boils down to trust. When your average Joe is in the market for a new place to call home, the first call he makes will likely be to a friend or family member—not a realtor. Why? Because a purchase as big as a house requires an equally large amount of trust, and realtors kinda get a bad rap.
Trust is a psychological concept, which is why it stands to reason that you should use a psychological strategy to build it. Color’s true usefulness in real estate is to evoke certain emotions or experiences to draw attention and establish a relationship. The tricky part comes with choosing which colors to use. Like we said, colors don’t always impact people in the same ways. What we can do, however, is try to play the odds well.
Branding and beyond
There are certain color combinations that have an almost universal effect. Think of every Sith Lord you’ve come to know and love (or hate). What colors were their robes? How about their lightsaber? Likewise, unless your target demographic lives on the Sith homeworld of Korriban, red and black might not be the ideal color scheme to instill trust and integrity—at least not for anyone familiar with Star Wars.
But in branding and marketing, attempts to classify consumer responses to color can be found in spades. Studies have shown that a whopping 90 percent of snap-purchasing decisions are made on color alone, so the impact is there. Color appropriateness is a major aspect to consider, especially in real estate when trust may have a rocky foundation to begin with.
Indeed, color choice—be it business cards, logos, marketing materials, etc.—is an important aspect of modern realty. Equally important is the technology behind those colors. After all, a faded red that looks more periwinkle than anything isn’t going to have the same effect. Utilizing modern printing innovation can help. Take HP’s new printers with PageWide technology. With 1,200 nozzles-per-inch per color, the printers can deliver the color accuracy that elicits the exact emotions you’re looking for. And at 40 percent lower cost per page versus other color laser printers, you can almost say color printing is the new black and white.
In the end, beauty truly is in the eye of the beholder. It’s on us to depict that beauty as accurately as possible.