If you’re looking to freshen up your marketing materials this year, make sure you know how colors can impact consumer perception of your real estate brand. TruConversion, a conversion rate optimization platform, recently looked at how consumers can be swayed by brands using certain colors in their product and marketing efforts. The main takeaway? Ninety percent of consumers judge branding based on color.

Colors that work.

Eighty-five percent of consumers say color is the primary reason why they buy a product, and certain colors can help consumers get a quick read on what your company stands for. If your company is targeting male buyers, black, blue, and green will appeal to them the most, according to the study. Female buyers are attracted to blue, pink, and green.

Businesses trying to attract traditional buyers should use pink, rose, and sky blue, while businesses wanting to reach consumers on a budget should use navy blue and teal in their marketing and product design.

How consumers perceive certain colors.

• Red: Enthusiasm, passion, vigor.
• Purple: Royalty, exclusivity, spirituality.
• Blue: Trust, power, tranquility.
• Green: Growth, balance, hopefulness.
• Yellow: Joy, friendliness, optimism.
• Orange: Fun, refreshing, positivity.

Branding best practices.

When it comes to brand color, less is definitely better than more. In fact, the study found that 95 percent of the world’s top 100 brands use only one or two colors in their logo design. Red and blue were the most common color choices for many top brands.

On the other hand, incorporating certain colors can give potential clients a negative impression of your company. The study found that in many instances black, light blue, brown, grey, and light pink have negative connotations for many consumers, and brands should try to avoid using them.

Source: “Infographic: How Colors Influence Consumers,” Contently (Feb. 3, 2016)