Is Color Consistency The Key To Brand Recognition?

Real estate agencies have a particularly unique chance to catch prospect’s attention, but only if they’re using color branding consistently.
Author, Profit First
March 22, 2013

What’s your color? But more importantly, what’s your business’ color? If you don’t have a strong, consistent color, you ought to, especially if you’re in the real estate business. Research by Xerox discovered consistent color branding across all your platforms (branding, social media, advertising, logo) not only makes you look more professional, prospects are more likely to remember your brand and your business. Color improves brand recognition by up to 80 percent and increases comprehension by as much as 73 percent. There are several things you should consider when selecting colors for your real estate business, and the meaning of different colors is a significant one. Picking a color palette is a lot more work than just finding a color you like. Make sure you understand which color will work best for your business.

They say we buy from the businesses that we know, like and trust. Then how is it that we ever buy from new businesses, since we don’t have past experience with them we can’t have that “know, like and trust” sensation. Or can we? The more often we see a brand, even without any transactional experience, we begin to know, like and trust it, especially if the visuals are appealing or exciting.

As a small business you will only get so many opportunities for people to see your brand—your logo, your website, your letterhead, etc. Studies show it takes about 12 views for a consumer to begin to recognize or respond to a color, logo or brand. With only a limited number of times customers will see your brand, you need to make sure it looks the same each time. Consistent colors, and consistent looks and you'll win!

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