Color can have a big impact on how customers perceive your company. Using colors that are associated with positive emotions can help customers make positive associations with your company. Conversely, using colors that are associated with negative emotions can make customers less likely to want to do business with your company. Therefore, it’s important to choose colors carefully when creating marketing materials.

Color psychology is the study of how color affects human behavior. Here are some ways you can use color psychology to your advantage: 1. Use color to create the right atmosphere. 2. Use color to influence people’s moods. 3. Use color to send a message.

Know your brand personality

Jennifer Aaker, a psychologist and professor, wrote a paper titled “Dimensions of Brand Personality” discussing the five dimensions that determine brand personality. These include:

  1. Sincerity
  2. Excitement
  3. Competence
  4. Sophistication
  5. Ruggedness

A brand’s dominant dimension can be categorized as one of two traits, with colors often serving as an indicator of which trait is which. For example, red usually signifies excitement while purple denotes sophistication.

However, academic studies on color and branding suggest that it’s far more important to use color to project the personality you want instead of aligning the brand with stereotypical colors. Your choice of real estate branding should reflect you or your energy.

It is helpful to have a guide when developing your real estate business.

Think context

You should consider the context and culture you are trying to fit into when you are looking at branding for your real estate business. The best marketing colors for real estate depend on what you are trying to convey.

Some experts say that darker colors like purple, brown, and black tend to be associated with luxury real estate, while brighter colors like red and orange may be more likely to appeal to buyers who are acting on impulse (for example, when considering more affordable housing options).

Top Real Estate Logo Colors

There are five colors that are commonly used in the real estate industry in order to communicate a message. These colors are blue, red, black, green, and orange. Utilizing color in your logo can help to add a unique value.

It is not necessary for real estate agents to select any or all of the below mentioned colors. The justification for each color is given below. Go for a color that is suitable for your locality.


The leading logo color for real estate agents is blue. This is because blue is in the cool and calming spectrum, and is thus associated with dependability, honesty, trustworthiness, security, and strength. Blue can also denote power.

Different shades of blue have different connotations, with a teal blue or pale blue often evoking the ocean. Blue is a good color for a background, text, logo, or accent.

If you’re looking for a clean and professional look for your real estate company, consider using a blue and white color scheme for your logo. Two great examples of this are the Coldwell Banker and Prudential logos.


Red is the second most popular color for real estate logos. It is used to symbolize strength, bravery, and excitement. If your real estate goal is to turn risks into returns, consider using a logo with this color as it appears strong and confident.

When you mix red with blue or black, it creates a very powerful image that people will remember. Keller Williams uses red and grey in a very eye-catching combination and the strong typography makes its branding immediately memorable.


As noted above, black is usually seen as a sign of elegance and sophistication – similar to the “little black dress” in the world of fashion.

Many real estate companies that specialize in exclusive luxury homes choose black, gold, and grey for their logos. Companies like the Habibi Group and Aaron Kirman Properties are examples of this.

Choosing black as a color for your logo or brand can help to make other colors stand out more, and can also give a feeling of power or strength to your overall image.


Green, the color of money, is generally seen as having a calming effect. It is also a symbol of fertility, growth, and stability. Green is a great choice for real estate logos, and real estate professionals who specialize in family homes may prefer green.

A number of brands that are seen as environmentally friendly, such as Seventh Generation, use green in their branding. This is also true of some pharmaceutical companies, such as Merck, which is generally associated with health and wellbeing. Katerina Sayles, whose website makes use of green extensively, has a dedicated section for listings that are eco-friendly.

Green can be difficult to read when used in a logo, so it is often a good idea to use another color to make it stand out from the background.


Orange is a popular logo color in coastal communities, as it conveys sunshine and enthusiasm. Real estate agents often use orange to suggest positive energy and excitement.

Orange can help make a logo stand out, especially when paired with blue. The combination of the two colors can either look great together or be difficult to read, depending on the shades used.

Other Colors

You’re not restricted to using just one color for your logo. In fact, it might be a good idea to choose colors that are easy to read and send the message you want to communicate. You may want to get some professional marketing advice to pick the best colors for your logo.


The color brown can communicate different messages depending on the context it is used in. For example, it can be used to convey a rugged and earthy appeal, as with Saddleback Leather Co. Alternatively, it can create feelings of warmth and comfort – it is the dominant hue for family celebrations like Thanksgiving, and it is widely used by chocolate brands like Hershey’s and M&M’s.

Most viewers see brown and green and think nature. This is a good color choice for logos for rural property or for businesses that specialize in “green” housing.

Greens and browns can be difficult to tell apart, so use another color to make them stand out in logos.


If you want to use pink as a color for your real estate company’s logo, you may want to consider how it will be received. Pink is generally seen as a warm color, which can suggest youthfulness, fun, or edginess. However, it can also be seen as childish or “soft.” You may want to use pink as an accent color in regions where it is often seen in nature, like Florida.


The meaning of a logo’s purple color can depend on the shade that is chosen. A darker purple can represent royalty, while a lighter purple can evoke feelings of nostalgia or suggest fearlessness and fun.

There are many logos that are purple, but using it as an accent color can show how trendy a place is.


Yellow has similar effects to orange in that it makes people slowdown and pay more attention. It also makes people feel warm, cheerful, and youthful. It is a great color to use as an accent, and can be used to highlight important text.

Pairing yellow with the wrong color can be very off-putting, for example if the wrong shade of blue or yellow is used it might give the impression of being a very low-budget brand.


The color grey can be seen as a balance between black and white. It can be used to create a serious or formal look, but can also be seen as dirty or dull. When used as a highlight color, it can create a strong contrast against a white background.

Choose Colors that Differentiate Your Brand

In a competitive industry like real estate, it’s important to stand out. Studies show that consumers prefer brands that are easy to recognize, so using color is a key part of creating a brand identity.

Some experts believe that marketers should use color to differentiate their brand from others, as the choice of color can have a profound effect on the viewer.

You should consider what emotional associations your target audience has and what they desire when coming up with your real estate brand’s color scheme. Additionally, your color scheme should reflect the value proposition or marketing promise that your brand offers.

Choosing a color that differentiates your brand should be based on several criteria, some of which include:

  • Your target audience

    What are the demographics of your target market? What trends are affecting them? And what mood should they be in to engage with your brand?

    The color of your logo should reflect the values and unique selling proposition of your brand to your target audience.

    If a real estate company wants to be seen as modern and trendy, they should use more colors in their branding. However, if they are trying to appeal to more traditional tastes, they should stick to a more subdued color palette.

  • Brand archetype

    He identified four types of archetypal images: Originating from the work of Carl Jung, archetypes are images that have a deep impact on human thinking. Jung identified four different types of archetypes:

    People have shared traits that make it possible to classify and make sense of them. Because of this, real estate agents can use colors to show solidarity with the community they serve.

    This means that when consumers interact with brands, they are doing so with the intention of forming a relationship.

    How your brand is perceived by consumers is influenced by its personality, which can be thought of as an archetype.

    After you figure out which archetype your brand falls under, you need to decide what color reflects its qualities the best.

  • Culture

    Colors can have different meanings in different parts of the world. In the United States, white is often seen as a symbol of purity. However, in many Asian countries, such as China and Korea, white is associated with death and mourning.

    The real estate industry is becoming more aware of different groups within the population and has started using branding to appeal to them.

  • Perceptions

    The psychographics and demographics of your brand’s market should be a major consideration when selecting a color. This is because people’s perceptions of color vary depending on factors such as age, gender, race, social class, and religion.

Pick an appropriate color

The appropriateness of a color is more important than the color itself when it comes to predicting consumer reaction, research suggests. A study has also found that the relationship between color and brands is anchored on consumers’ perception of how appropriate the color is for the product being sold. In short, branding can make or break a company.

A brand’s color should be a good match for the product being sold, or people will be turned off.

Experts warn that simply using popular colors that customers might like is not effective. Instead, they suggest that brands focus on creating an authentic image.

When Volkswagen introduced a neon green car, people were interested in it because it was a unique color. The color also symbolized ideas that the brand was trying to communicate, such as renewal, rebirth, and bringing back an old iconic brand while also making it modern.

How a brand uses color can be seen as an immediate indication of its value. For example, American Airlines uses the colors of the flag in its logo to communicate its status as a major airline in the United States.

Apple uses a color scheme of white, silver, and black, which conveys futurism and elegance and ties back to the brand’s messaging and positioning of “Think Different.”

Other Real Estate Logo Best Practices

A real estate company’s logo is important as it conveys what the company specializes in. For example, if a company specializes in commercial properties, using a roofline of a house in the logo would not be effective. A key is another popular real estate logo, but a company needs to make sure it uses the key more effectively or differently than a competitor in the same region.

As we talked about before, real estate logos have to show who you are or what your business is. With color printing being way cheaper now, it’s more affordable to use a colored logo for all your advertising. Another thing to think about when choosing logo colors is that they go well together and don’t look weird.

A readable real estate logo is important if you want to be successful with drive-by advertising.

Remember that a strong logo and signage can encourage new customers to contact you. You’re not just promoting the property – you’re selling yourself, too.

Designing a logo that is small and has low contrast may make it difficult for older people to see the details.

The most recognizable logo in the world is the McDonald’s logo. It uses a simple font and is bright yellow to symbolize happiness. It is simple to read, see and process. And since it is plastered on everything, it is immediately effective.

Color palettes should be chosen carefully in order to not alienate potential customers.

What makes a real estate company’s logo memorable to you? What makes you want to call that company’s agent? What makes it easier to remember the company when you’ve forgotten the name and are doing an internet search?

Real estate logos can help to make a business more attractive to potential customers. Different colors can be used in the logos to help convey different messages.

Need Help With Your Brand Color And Logo?

Differentiating your brand from competitors can be achieved by selecting a unique color scheme, as this will also make your brand more recognizable and responsive to potential clients. To ensure your brand colors are used consistently across all marketing platforms, it is advisable to involve professional designers in the development process. This will create a stronger company image and help to generate interest and motivate buyers and sellers.

If you’re looking to build your real estate brand, Agent Image can help. We have a team of design experts who can provide you with the guidance you need to make your next project a success.

Here are just few examples of how color can spell a dramatic difference for your real estate website: