While there are a few elements that contribute to a brand’s identity, one aspect that often gets overlooked is the strategic use of colours.

Colours have a profound impact on human emotions and perceptions. Whether you're a new company entering the market or an established one seeking a rebrand, understanding the meaning behind different colours can help you effectively communicate your message to potential customers.

Within the property industry, like in any other, colour is a powerful tool that can be used to influence the way clients, prospects or vendors perceive your business. When choosing brand colours, it's important to consider the psychology of colour and how it can be used to create a desired impression.

Here are some of the most common colours used in the property industry in the UK and what they mean:

• Red - Energy, Passion, and Urgency: Red is a passionate and energetic colour that can be used to create a sense of urgency or excitement. It's often used by estate agents to convey a sense of urgency and to encourage potential buyers to act quickly by using limited-time offers or hot property listings.
• Blue - Trust, Stability, Professionalism: Often associated with reliability and credibility, blue is a calming and sophisticated colour that can be used to create a sense of trust. It's often used by conveyancing companies, estate agencies and property management firms.
• Green - Growth, Renewal and Sustainability: Green is a fresh and natural colour that can be used to create a sense of peace and tranquillity. It also represents balance and harmony. It's often used by developers and suppliers who prioritize eco-friendly practices, sustainable construction, or energy-efficient solutions. Green can emphasise a commitment to a greener future and can also be effective for companies focusing on landscaping, gardening, or eco-friendly property management.
• Yellow - Optimism, Happiness, and Creativity: Yellow is a cheerful and optimistic colour that can be used to create a sense of fun and energy. It can be an excellent choice for property companies looking to evoke positive emotions and capture attention. Yellow works well for innovative startups, co-working spaces, or creative agencies within the property industry, and it’s also used often by new build property developers to convey a sense of excitement and opportunity.
• Purple - Exclusivity, Power and Ambition: Purple is a luxurious and regal colour that can be used to create a sense of exclusivity and prestige. It's often used by high-end property developers to convey a sense of sophistication and style.
• Grey or Black –Sophistication, Elegance and Timelessness: It can be an excellent choice for high-end property developers, luxury estate agencies, or companies specialising in interior design. Gray creates a sense of calmness and balance, allowing potential customers to perceive your business as professional and refined.

When choosing brand colours, it's important to consider the following factors:

• Your target audience: Who are you trying to reach with your brand? Agents? Vendors? Landlords? Investors? What colours will appeal to them?
• Your industry: What colours are commonly used in your industry? Do you want to stand out from the crowd or blend in?
• Your brand personality: What kind of brand do you want to be? Do you want to be seen as fun and energetic, or sophisticated and luxurious?

It's also important to consistently use colour across all your marketing materials. This includes your website, social media, business cards, and brochures. You'll create a strong and memorable brand identity by using the same colours consistently.

The psychology of colour is a powerful tool that can be used to influence the way people perceive your business and your brand. When choosing brand colours, it's important to consider the factors above and to use colour in a way that is consistent with your brand personality.

Your brand colours will play a significant role in conveying the right message to your target audience. By understanding the psychology of colours and their associated meanings, you can strategically incorporate them into your brand's visual identity to evoke specific emotions and perceptions.

If you’re setting up a new business within the property industry or you’re thinking of rebranding and you are not sure about which colours would match your brand identity and values, we can certainly help. Email us at lee@angelsmedia.co.uk or call us on 020 8663 4989 and we’ll be in touch soon!