Using blue in multifamily branding to evoke trustworthiness and more
Color plays a big role in how people react to and interact with your brand. Today, we dive into one of the most universally loved colors: blue. Using blue in multifamily branding can help you reach people on a subconscious level in some very good ways.
Travel the world with blue
“Blue as a…” – fill in the blank. What comes to mind first?
Maybe that resort-style pool that’s calling your name right about now. Or the Blue Curacao cocktail you plan to order while visiting that island destination (even if you only travel there in your imagination). How about a clear blue summer sky or a mountain range calling you outdoors to adventure?
Because many people associate the color blue with water and sky, it can evoke a sense of nature and travel. These natural elements also tend to soothe and calm people, which is why interior designers use a lot of blue and cool tones in spaces meant for relaxation and rest.
Sensational Color notes:
“There’s a reason we think of blue as relaxing; it actually tends to lower our heart rates, blood pressure, and even our body temperature. Blue can have an effect on the pituitary gland, affecting our sleep patterns, and it can slow our breathing as well. Studies of memory have demonstrated that memory is enhanced by blue light, and blue light can even kill some bacteria!”
Talk about a power color.
Am I blue?
On the flip side, people talk about having “the blues.” While that phrase might conjure sad feelings, consider the music of the same name. The Blues go deep and express the human experience and sometimes in a powerful, charging way that helps both singer and audience let out some of the built-up blue feelings – turning depression into self-expression.
In fact, some experts say that the color blue represents self-reflection, as well as:
- Intuition
- Truth
- Loyalty
- Creativity
- Bravery
- Insight
- Stability
- Wisdom
Whether its Caribbean water turquoise or police-officer navy, blue can create an instant association in the hearts and minds of people experiencing it.
Using blue in multifamily branding
Corporate brands often opt for blue because of its ability to convey a sense of trustworthiness. Blue offers a steadiness and sense of grounded foundation.
Take these two recent clients as examples:
Muinzer, one of the fastest growing student housing investment platforms, chose blue as its brand palette to convey trust to their institutional partners and student housing resident base, which includes parents who are co-signing leases.
Mission Rock, a leading property management company, dramatically changed its brand palette from warm earth tones to a trustworthy navy and vibrant teal to evoke a sense of energy into their brand. The teal really amplifies the Mission Rocker culture they invest heavily in.
Colorcured expands on why blue can have a powerful effect in branding and marketing:
“In marketing, blue’s efficacy lies in its capacity to foster a sense of security, making it a prevalent choice in industries where trust and dependability are paramount…
Blue, a steadfast player in marketing strategies, proves its versatility by carrying a range of associations that make it an essential choice for industries aiming to influence consumer behavior. Renowned for its calming effect and the perception of reliability, blue has become a strategic color for brands seeking to establish trust and authority in the market.”
Importantly, as Colorcured notes, the lighter the shade of blue, the lighter the feeling it evokes. Navy blue can provide a solid, trustworthy foundation while sky blue or light aqua evoke more freedom and play.
How to balance blue
In our graphic design work, we often pair shades of blue with contrasting or complementary colors.
For example, orange sits on the opposite side of the color wheel from blue, making it a perfect complement to blue. Orange evokes feelings of confidence and cheerfulness, which provides a nice counterpoint to blue’s calm notes.
Yellow, another warm tone, also adds a cheerful air when used with blue. Color Psychology notes that yellow compels humans from a very early age:
“In marketing, it represents optimism, youthfulness, and clarity. It’s used to grab the attention of window shoppers. In fact, research shows that it’s the first color that infants react to and that’s why it’s the color used on most baby products and toys. The color has one of the longest wavelength making it one of the most psychologically compelling colors.”
And green, when paired with blue, can offer a feeling of renewal and growth or positive change and independence, depending on the shade of green you choose.
Final thoughts
When we work with our clients, we carefully consider the brand personality that will resonate most with your target audience. We consider your brand’s strengths and what makes you stand out from the crowd. We also take into account the needs and wants of your resident demographic.
Color plays a big role in how your branding and marketing resonates with potential renters. From signage to websites and marketing collateral, color may very well create the best first impression.
Ready to refresh your multifamily brand’s style with some new colors, intelligent design and branding savvy? Reach out to us for a complimentary consultation.
