When customers go to your website, see your marketing material or walk into your brokerage, your logo is generally the first thing they will notice. Choosing the right logo color is essential to your brand’s identity.
Different colors can evoke different emotions from your audience. Although the way a person feels about a certain color is generally subjective, it’s important to consider the message you are trying to communicate to your customers and if the color of your logo effectively corresponds with that message.
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Here are some general traits often associated with specific colors. While these color traits are not universal, it’s important to at least keep them in mind when choosing your logo color:
Black: Luxury, sophistication, seriousness, boldness
Red: Intensity, passion, aggression
Blue: Comfort, confidence, calm
Yellow: Energy, joy
Green: Peace, hope, nature
Purple: Luxury, royalty, glamour, romance
Orange: Happiness, enthusiasm, creativity, playfulness
Pink: Feminine, nurture
More important than the stereotypical traits, however, is how your logo’s colors support your brokerage’s personality. Before choosing a color, ensure that you have refined the message and narrative behind your logo and your brand.
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If you are trying to appeal to a broad target demographic, you need to use a color that appeals to a broad audience, such as blue. A yellow logo might be seen as fresh and energetic; however, many studies show that a majority of people dislike yellow as a logo color. Also, keep in mind that a color like yellow might be difficult to see online and in print. Brown is a color that is largely disliked by women but is more accepted by men.
Colors such as purple and black are often associated with wealth and success. These colors can make your company appear established and more serious, so if the personality of your brokerage is more fresh and creative, you might want to use a different color.
Your logo should be designed to persuade your audience, so keeping your specific target audience in mind is essential when choosing a logo color for your brokerage. Also, if you want your image to stand out among your competitors, you need to consider using a logo color that is different from your competitors.
When you choose your main color, you usually don’t want to use that color entirely on its own. The over-saturation of one color can be unappealing to the eye. Make sure you use a complementary color with your main color.
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Ultimately, the most important aspect in choosing your color for your brokerage logo is being able to synergize your message with your target audience. Make sure you have created and perfected your brokerage’s narrative behind the logo and that it will ultimately speak to your target demographic.
Jarad Hull is the CEO at BlueRoof360, a real estate website design company.