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Colorful Impressions: The Emotional Connection to Branding

This is me, fully embracing color at an art installation in Portsmouth, NH.

If you walk into my house, as a REALTOR® there’s one thing that would probably make you cringe: my walls. They are painted a bold color in just about every room. From Benjamin Moore Pacific Ocean Blue in our living room to Ben Moore Snugglepuss purple in my daughter’s room. And after 3 laborious coats, we achieved a deep red in my son’s room with an alcove of the darkest navy blue. Thankfully, this is our “forever home” and we aren’t worried about painting everything neutral for many years to come! 

My bold living room with a glimpse into my bright green dining room!

My love of color is obvious in our branding, and in the work we do for our clients! Color is one of the most emotionally evocative elements (I’d say along with smell, which is pretty tough to use in branding..) For me, bold and playful colors bring me joy. For others, these same hues may be agitating. We all know you can’t please everyone, which is why most agents recommend that their sellers paint everything white before putting their house on the market! 

The Psychology of Color

Color psychology is the study of how colors can impact human behavior and emotions. Different hues can elicit various feelings and associations, tapping into our subconscious and influencing our perceptions. 

Here are some general emotional responses associated with certain color categories:

  • Warm Colors (Red, Orange, Yellow): These colors are often associated with energy, warmth, and excitement. They can create a sense of playfulness and fun.It’s no wonder we landed on Yellow and Orange for our brand, although ours were inspired by the sunrise and some vibrant seaside village homes.

  • Cool Colors (Blue, Green, Purple): Cool tones evoke feelings of calmness, trust, and serenity. They are often used to convey reliability and professionalism. Not surprising to see that brands like Coldwell Banker and Sotheby’s rely heavily on their primary blue brand color. You seldom see any other shades used in their branding!

  • Neutral Colors (Black, White, Gray): Neutral tones convey simplicity, sophistication, and timelessness. They are often employed to create a clean and modern look. This is why, time and again, when someone wants their brand to convey 'luxury,' they ask for elements of black in their visual identity. 

When it comes to the colors used in your brand, the importance of lights and darks, a variety of colors in your palette, and which colors will make you memorable or stand out in your market are all crucial elements to consider. When we started on the journey to create a brand for Escue Real Estate, we asked them to take pictures of the lawn signs of all of their competitors in their market. What came back to us was a veritable rainbow of bold and vibrant colors! It was clear that to stand out in their market, that was NOT the direction to take. Instead, we went with a calm and sophisticated blue, and an elegant use of black to show their commitment to quality and luxury. It was a huge success as their branding is the envy of the Dallas-Fort Worth Metroplex area. 

Brand elements for Escue Real Estate.

I’ve spent decades studying color theory and branding so that I can provide our clients with the best insight possible when creating their visual brand. Do you ever think about how your brand colors make others feel about you? We’d love to hear your thoughts in the comments! 

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