Color has instant impact. An exciting red, a calming blue, or an elegant gray can quickly set the tone. Whether you are branding (or re-branding) your brokerage or looking to make yourself memorable as an agent, color can play an important role.

Do you have a signature color? Tying together all the elements of your brand with a consistent color scheme can make you more recognizable. It can also show that you attend to the details.

Think of all the opportunities you have for a splash of color: your website banners and images, your personal logo, business cards, signs, promotional materials, and giveaway items. You might even consider adding a hint of your color to your wardrobe—a scarf, tie, or bag could subtly extend the theme.

Does your brokerage or franchise already have established colors? If so, you might choose a complimentary color for your individual branding that harmonizes with the company color scheme. Check with your broker or franchise to make sure you are following any relevant rules or guidelines.

What do colors suggest?

Color has been shown to affect mood and perception. Here is a list of colors in order from most- to least-used in major real estate company logos, according to 99designs, with some qualities people often attribute to them:

  • Blue: stable, calm, trustworthy.
  • Black, white, and gray: elegant, formal, simple.
  • Red: exciting, energetic, important.
  • Yellow: optimistic, cheerful, affordable.
  • Green: fresh, prosperous, natural.
  • Brown: dependable, supportive, down-to-earth.
  • Orange: enthusiastic, playful, warm.
  • Purple: creative, luxurious, imaginative.
  • Pink: youthful, charming, sensitive.

Refine your tone.

There are many shades, even within color groups. When choosing, consider how you would like people to feel about your brand. Do you want to project approachability with warm colors or serenity with cool colors? Maybe you would like to emphasize energy and affordability with bright shades or signal sophistication and balance with monochrome or softer hues. Whatever you choose, use your colors as often as you can to promote a consistent and meaningful brand identity.