DESIGN POINT
COLOR PSYCHOLOGY
BY THE NUMBERS
paint over if a buyer does not like the look, which can discourage or lower offers. With the right amount of market research, you could make the decision to take the risk. However, staging with this color psychology in mind also may generate the same results in terms of creating conversation online about your listing (see photo). APPLYING OWNER- OCCUPANT DESIGN THEORY TO INVESTMENT PROPERTIES While an owner-occupant would likely be incredibly proud of the mod- ern, innovative design concepts that incorporate black and white walls into the décor, it might be a little much for an investment property. After all, unless you are selling the property furnished, a potential buyer may not have the pos- sessions to pull this sleek look off. Fur- thermore, more than half of all Amer- icans say they plan to paint an area of their home in the next 12 months, so your décor can inspire without you having to take the risk of turning buyers off with the innovative design. Fortunately, you can stage with color psychology in mind. Take inspiration from the color preferences found in the Sherwin-Williams study. House Beautiful notes that black and white décor is con- sidered “sophisticated, chic, and timeless,” and suggests using black-and-white striped patterns on curtains, pillows, or bedding to bring this design concept out in a home. Using such techniques when staging your listing photos could help generate social buzz about your listing. If the property already has a room with a great deal of white in it, such as a bath- room or kitchen where white cabinets or tile floors are popular, bringing in staging
more to this trend than just the need to hire a professional photographer.
items in black could help you achieve this contrast. Towels, upholstered bar stools, or even contrasting hardware on cabinets and doors can contribute to this look without breaking the bank. • of buyers feel it is important to attend an open house, but only attend an average of 3. They whittle down the prospects online in advance. 29% of social media posts about the home mention the color white. 16% of social media posts about the home mention the color black. 58% of Americans want “more vibrant” colors used in the home and include black and white as “non-neutral” options. 2 the average number of hours an open house runs. 48%
INCORPORATING COLOR THEORY
While good images of a home will go a long way, certain images can actually inspire viewers to respond in certain ways to these photos. For a clue into the subconscious mind of your listing viewers, Think Realty took a dive into the results of the Sherwin-Williams Na- tional Painting Week Color Psychology Study conducted last year by Harris Poll on behalf of Sherwin-Williams. According to the study, certain colors elicit strong reactions on social media. That can be a positive thing for your listing, since these colors are more likely to get mentions and shares. The study indicates “the colors white (29 percent) followed by black (16 percent) are most frequently mentioned in conversations that include colors paired with areas of the home.” Furthermore, it turned out that nearly a third (32 percent) of Americans say black is their favorite color, and 41 percent of the largest home-buying population in the country today, Millennials, said it was their favorite color. What does this mean for your listings? Well, if you want to generate “buzz” about your property right when it hits the market, your odds might be better if you include black or white décor (or paint, if appropriate) in your design scheme and in your listing photos. This could mean you stage with this social tendency in mind or, with the right amount of prelim- inary research, you might choose to paint with these colors in mind. Traditionally, real estate investors avoid both white and black in paint because white often feels sterile to buyers and black is very difficult to
In this image, the the walls are painted a light color, but the staging incorporates white and black elements in
the bed linens, end tables, and lamps. Photo courtesy of Sherwin-Williams.
Color & Conversation are More CloselyAssociated thanYou Think A SHERWIN-WILLIAMS COLOR PSYCHOLOGY STUDY YIELDS INTRIGUING DETAILS FOR INVESTORS.
by Carole VanSickle Ellis
I
n today’s web-based world, you probably ought to start thinking of your initial listing photos as the first phase of your open house. If they stink, the buyers probably will not make it in the front door. If they are attractive and
intriguing, however, you could end up with offers and plenty of extra exposure for your real estate listing. According to the National Association of Realtors (NAR), nine out of 10 buyers start their home searches online and ad-
mit they rule out houses without visiting them if they do not like the look of the listing. Based on conventional wisdom, this means that you need to use good, high-quality, visually appealing images in your online listings. However, there is
Sherwin-Williams is the largest specialty retailer of paint and painting supplies in the United States. Learn more about how Think Realty members can access Sherwin Williams’ research, paint and paint- ing supply products, and investor-specific insights at https://thinkrealty.com/supplier-discounts/.
96 | think realty magazine :: april 2018
thinkrealty . com | 97
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