Analyzing the Psychology of Color in Marketing

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As a realtor, one must make sure that the home you are selling is in optimal condition in both function and appearance. While you may have the function down, did you know that having the wrong color for a house could be the difference between landing a sale or rejection? Modern shoppers consider color more than any other factor, accounting for between 62% – 90%  of the decision to purchase. Fortunately, LUXURYSOCALREALTY conducted a complete study of color psychology in marketing. There is even a section specifically devoted to which colors perform the highest in selling homes, and which colors to avoid saving you time and money when painting. 

(Note: These are not definitive indicators of colors that a house should be colored in; there are a lot more factors when discussing what color should a house be. These are just statistics on what people will respond to more positively and negatively).

According to the study, the top three colors that perform the highest are light blue, taupe/gray, and black. Light blue is one of the most popular colors in general and it’s easy to see why it belongs in house decoration. The color is light enough to be easy on the eyes but still has that pigment to give a refreshing feeling when seen. Taupe/gray along with other neutral colors are known to sell faster than others. With the neutrality of the color, it’s easy to add your decorations and items to make a style of your own like a blank canvas. Black is a color associated with prestige and luxury which gives the allure of status elevation leading to more buyers. Aside from the luxury value, black is a great color to make other colors pop out giving attention to the best parts of the home.

Now we take a look at colors to avoid as they perform the lowest when selling homes. These colors are brown, red, and cream yellow. Houses with brown-colored walls sell for over $2000 less than projected. To put it simply, brown walls were a passing trend of the ’90s and like all trends, they fade away and people are not gravitating towards brown. Why you don’t see red-colored houses being sold a lot is that it’s a color often associated with blood and pain making it off-putting to the viewer. In the study only 5% of people like the color yellow in their homes. To be blunt, cream yellow is a boring color. There is too much pigment to be neutral leading to a dower mood in the house.

Learn about the psychology of color in marketing, what color does to the brain, and colors that maximize your marketing value