Savvy new home marketers know: color sells! In fact, Color Marketing Group's research shows that color can be up to 85% of the reason people decide to buy. Why? Because color is directly connected to our emotions! And locking into a home purchase can be a very emotional decision - especially in the midst of employment uncertainty. So, what emotions should you be appealing to right now in order to secure more sales in your community?

From our environment of economic concerns have emerged two very prominent color schemes to the forefront of interior design. Soothing and sedating colors are strongly appealing to those seeking stress relieving environments while cheerful hues have captured the hearts of those searching for a cheerful, optimistic pick-me-up.

So what are the winning hues for sparking a home buying frenzy? According to a recent color-trends article found in the Chicago Tribune, "Considering the pall of gloom cast by the dire economy, it's no wonder color-trend forecasters are predicting a bumper year for yellows and purples - the former to cheer us up, the latter to calm us down."1

While this sounds logical, my first instinct is to draw on my 34 years of experience in interior design through economic ups and downs, which argues a different color palette ...

Perfect Purple

Research asserts subtle violet colors as a refreshing substitute for the sea foam blues and greens that are still popular for evoking feelings of rest and relaxation. Just last month, I toured some beautifully merchandised apartments in Raleigh, North Carolina, and one of our favorite winning color schemes featured soft grayed-out violets accented by white, silver and cream neutrals for a clean-line look targeting a young single female market. Gorgeous! However, while this color might be a temporary fix, I'm not so sure that it is here to stay. Historically (or at least over the course of my career in this business), purple - in any shade - is a unique oddity, and the general public has not widely accepted it when searching for their home.

Some color predictors are pointing out that purple can also be used to evoke energy and excitement when seen in vivacious plum purples and fuchsias. These popular shades appeal perfectly for those desiring powerful pops of optimism in their interiors! Apply these colors to accent walls, fabrics and accessories throughout the space for successful punches of cheer. A word of caution: bold color is like artwork, best appreciated when applied modestly. Your eyes need some resting space, so don't go overboard with applying these colors everywhere you look.

Yummy Yellow

The furniture catalogs are showing it, so it must be popular, right? We are loving the yellow hues emerging in the newest paint colors and fabrics (especially on the cover of Pottery Barn's January catalog!). The most popular shades are far from the ugly school bus yellow we all avoid. Instead, we're seeing yellow being applied in energizing shades. Bright yellow fabrics and accent pieces will remind buyers that we're in Spring season, a time for renewal and blossoming as we place our hopes in rebuilding the economy with a new president and plan. Don't be surprised if you also see more sedated yellow hues combined with neutrals for a more soothing effect in some interior spaces. Again, I want to warn builders that yellow might be a seasonal love affair... a sort of "Spring fling"! Why, you ask?

Reality Check

Thinking back to 1975 when I started Kay Green Design and the economy was booming, and people were enjoying happy times, I remember using lots of lime green, yellow accents and occasional coral hues. Cabinets and flooring were fresh white and the attraction to the cheerful colors were a reflection of buyers' positive outlook. On the other hand, when times turned tough in the 1980's, stressed-out buyers were crazy about conservative hues: navy blue, organic textured wall coverings and earth tones. The downturn caused people to choose an environment that reflected their feelings, not one that encouraged the opposite. The truth is, we can leverage psychology and logic to our best ability and still miss the mark on color predictions. The true test comes in the marketplace, when the public decides what they like and don't like. Don't get me wrong, I like the cheerful yellows and contemporary violets - especially combined with white and silver neutrals. People may not react now like they did in the past, as I recognize that young buyers may behave differently than their 1980's economic-downturn home-buying predecessors. But I'm less eager to label these new colors as truly long-lasting trends, beyond their status as a current color craze.

Bottom Line

Color appeals to our emotions - yes! So, you know what that means, right? The most appealing colors will be a reflection of our emotions. Whether or not you follow trend-predictors and use yellow and purple, the most important thing is to incorporate either the right colors that will appeal to your buyers' emotions. Find out what works in your area by staying tuned into your buyers. Do that, and your model homes will win their hearts over. Today's turbulent economic environment can be (and in some places are) overwhelming for securing sales. But I encourage you to turn the odds in your favor. Leverage your buyers' emotions to your benefit through appealing to their comfort zone with color. Hey, after all, using color can be one of the most affordable and effective ways to transform the look of your models and make them memorable.

1 Patteson, Jean. Setting the Mood: Home Color Trends for 2009 . Chicago Tribune. 17 January 2009. http://www.chicagotribune.com/features/home/sfl-home-color-trends-0122,0,3824333.story