Residential Real EstateThe Importance Of Color In Home Sales
In our society the role of color and certain color combinations has long been associated with particular meanings. Red means stop, yellow and orange mean caution, and green means proceed. While many of these associations are culturally learned, there are many who believe that color choices and preferences are more innate.
The colors of a season, for example, are often used to correlate with a person’s mood, or place in time. Elderly people are often thought to be in their autumn years while children are generally considered to be in the springtime of their life. This correlation to color in relation to the cycle of life seems to span many cultures throughout the world.
To get a better idea of what I mean with regard to cycles, let’s take a look at the historical trends with regard to color and societal evolution. The middle to late 1950’s was a time when the average U.S. citizen prospered as industrialization gripped the country. Homes during this time typically mimicked the colors of spring; white with splashes of bright colors intermixed. This was the time for the black and white checkered floor, the use of bright red and sunshine yellow vinyl, and lot’s of chrome to reflect and enhance light.
However, as these colors and color combinations emerged in the 1950’s, it wouldn’t be until the 1960’s that we would see the U.S. culture reach a climax socially, politically, and economically. The concept that everyone would one day own a home was well entrenched in society, we put a man on the moon, and society started to question the wisdom of the institution. Concurrently, bright colors dominated the landscape as “Flower Power” gripped the nation.
Then came the 1970’s and we start to see a society moving into an autumn, and then a winter phase. Mustard yellow, avocado, and rust colors replaced the light and bright colors of the 50’s and 60’s. Then, by the middle to late 1970’s dark wood paneling replaced colorful wallpaper while brown and rust carpeting covered linoleum or tile floors. Coincidently, these colors reflected a society’s disenfranchisement with a President, economic and energy strife, and the maturing of our industrial culture.
While color often correlates with life cycles, many also view color in relation to personality; “s/he is in a dark mood” or “s/he is awfully light and happy today.” Children, more so than adults, gravitate and put more emphasis on the role of color in relation to personalities. Preteens and adolescents, for example, tend to use color preferences as one criterion for personality compatibility. For younger people, the relationship between color and personality are seen as positive correlations which is why the question “what is your favorite color?” often comes up as one of the first questions when assessing compatibility.
However, as we mature into adulthood the role of color tends to be relegated to the subconscious as the purpose gets simplified to an aesthetic accent. The truth is that the effects of color on human emotions and desires have been well documented and we can see the implications of these studies manifested in the use of colors found in health clubs, restaurants, and some school systems. While the level of impact color has on us tends to vary from person to person, the reality is that color is an important aspect of one’s environment. As a tool for sales, color has enormous applicability because one’s eye will inevitably be drawn to the brighter colors. How the mind will interpret these items will depend greatly on supporting factors such as other colors in the area, positive or negative associations (“pink is for girls”), and societal trends.
Because Realtors are in the business of selling dreams, color can be a strong influencing factor on how well a home shows, how long it will be on the market, and the level of worth a potential buyer will attribute to the property. The colors used in the interior of a home, for example, can often be equated to the personality of the individuals currently residing in that home. Darker colors such as browns and burnt oranges tend to be correlated with autumn and may make a home seem depressed, especially to the first-time buyer who is looking for a home during the spring or summer months. In contrast, a home decorated in autumn colors may appear warm and stable to those seeking refuge during the cold winter months. For the person interested in buying a home, however, this psychological association can be very important because first-time buyers seeking to purchase a home tend to do so during the spring or summer months.
Also, people looking to move into a new home tend to be excited about starting a new phase in their life; hence, spring colors are usually perceived more favorably. When applying this ideology, however, we must also consider societal trends. For example, in the latter 1970’s when society was in a winter phase sparked by the energy shortages and soaring inflation, the color trends were that of avocado and deep golds. Therefore, a home decorated in spring colors at this time might have seemed outdated. As you can see from the actual time durations spent in each phase, however, autumn and winter phases tend to be shorter because humans typically prefer brighter colors.
The key in decorating a home to be listed for sale is to analyze the relationship between societal trends and the prospective clientele. First-time buyers will inevitably be in a spring to summer phase of their lives while high-end seasoned buyers tend to be in summer to autumn phase; ergo, yellows and greens do well for the younger buyer while the more seasoned buyer tends to gravitate to richer and more saturated hues.
The exterior color of a home can be equally as important as the colors used in the interior. Some studies show that houses painted yellow on average sell faster than any other color. However, the actual color of the home being listed may not be an influencing factor of why a home may be lingering on the market. The importance of exterior color has more to do with neighborhood synchronicity.
When a prospective buyer enters a neighborhood where the majority of homes are painted earth tones such as pale yellows, tans, and rust colors, and then comes upon a home painted bright periwinkle with electric blue shutters only four houses down from the one being listed the odds are that no matter how stunning the listed house is, the shocking image of the neighbor’s house will negatively impact the perceptions of the buyers. In fact, because this scenario has happened in so many communities across the United States, many have adopted a restricted color palette from which all homeowners must select when deciding to change the exterior color of their home.
While many, myself included, might argue that the predominating palette selections are too restrictive, the premise of ensuring full market value of all homes in the community must take precedence over individual preferences for the dramatic. Please note however that this periwinkle home with electric blue shutters would not be such a negative indicator if the majority of homes within that community also exhibited the same flare for the dramatic. The key is continuity without standing out.
While I have only provided some of the basics behind color and human perceptions, a good Environmental Psychologist will be able to assess and analyze a home and community for the best and overall impact of particular color combinations. They will also be able to suggest to the homeowner what colors will facilitate higher and faster sales of a home. Unfortunately, Environmental Psychologists are not as readily available as some other professionals who specialize in the facilitation of home sales. So, when screening a potential consultant to assist you in the sale of a home choose your interview questions carefully. Ask them how they would handle a situation where one house in the community is painted hot pink. My answer to this question would be two fold, one would be to plant trees with a dense foliage on the side where the rogue house may be visible, and second would be to drive prospective buyers along a rout that will avoid direct view of the rogue house, even if it is further out of the way. The key in assessing any consultant is their ability to analyze situations, find solutions, and provide the rationale behind their suggestion. The consultant who limits themselves with regard to additional knowledge, and/or one who recites “cook book” solutions might not be the best consultant because most situations tend to be unique, and when selling a home you are essentially selling a dream which means the whole package: interior, exterior, and the community.
So, whatever your personal beliefs, color is an important factor in our society and it represents many feelings; some good, some bad. Most experts will agree, however, the cheapest fix to command a higher asking price is to simply introduce a coat of paint.