What Color Is Your Business?

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color brandingWhat colors do you use to identify and brand your real estate business? Do the colors on your website match the hues on your business cards?

Xerox studies have revealed that color improves brand recognition by up to 80% and increases comprehension by a staggering 73%! Are you using colors in a way that your prospects will respond to?

Choose a limited color palette, between 2-5 different shades, that your real estate business will reference every time you create marketing materials – be it an ad campaign, social media profile or your website. At least one color should speak to your personality and another color should speak to the qualities of your business.

Huh? What is this nonsense about colors “speaking”? It’s true! People have different reactions to different colors, and these can vary by region. Here are the most common color associations in North America.

Red: Red is a warm, energetic color. It’s an attention-getter that can be provocative and powerful. Overuse of the color red may seem aggressive.

Purple: Purple is the color of royalty. It’s sophisticated, rich and a little mysterious. Too much purple can be seen as moody or frivolous.

Blue: Blue is one of the most popular color choices for corporate branding because it connotes trustworthiness and security. Blue is dependable and responsible, but does not always stand out in a crowd.

Green: Green is the color of freshness and life. Light greens are often associated with health and calm. Dark greens can reference both affluence and earthiness, depending on which other colors they’re paired with.

Yellow: Yellow is a vivid color that conveys hope and optimism, like a sunny day. Yellow is so bright that it should be used in small doses. An all-yellow web page can be blinding!

Orange: Orange is fun and exuberant (and, side note, stimulates appetite) . Not as bright as yellow and not as aggressive as red – orange is a great, energetic compromise.

Brown: Brown is simple, natural and durable. It pairs well with other colors as an accent, but beware of using it as your main color. Many people associate brown with dirt.

Black: Black is sophisticated, straightforward and classic. Luxury businesses often use black as a focal point in their marketing. Black can be seen as aloof and cold, so it is not ideal for all markets.

White: White is the color of cleanliness, virtue and purity. It can be soft and inviting. Too much white can come across as boring or a blank slate.

For more tips on how to use color to boost your real estate brand – whether you’re just starting out or revitalizing your logo – read our guest post for RISMedia, Branding Consistency: Color is Key. Access color-branding tools and learn how to build a color palette that will make you stand out from the crowd.

Point2 uses shades of blue and orange to convey a dual message of responsibility and vitality. How are you putting color branding to work for you?

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