Is color important to a product? You bet! Up to 60% of a consumer's first impression of a product comes from its color. It is so important to a product's brand identity that the Supreme Court ruled in 1995 that a particular shade of color, such as Coca-Cola red, can serve as a legally defensible trademark.

When Cheer detergent was introduced in the 1950s, the company tested three colors of flecks in the product: red, blue and yellow. Consumers felt that the soap with the yellow flecks didn't get clothes clean enough, red flecks actually damaged their clothes, and only the blue flecks got clothes cleaner. In reality, the colors had no impact on the cleaning power of the detergent -- it was all perception. Obviously, Cheer chose the blue flecks and a long-lasting brand was created.

According to a 1997 survey by Cooper Marketing Group, Oak Park, IL, power is represented by the color scarlet red for 25% of respondents, black for 17% and bright violet blue for 13%. More than 55% of those surveyed chose one of these three colors out of 100 total colors presented for viewing. In the same survey fragility was found to be most represented by pale pink (27%), white (9%) and pale lavender (9%).

What is your favorite color? Blue is the top choice for 35% of Americans, followed by green (16%), purple (10%) and red (9%).

What does this mean for Realtors? Your marketing materials can have more punch with a "power color" included as part of your corporate identity. As far as personal identity, think about the Century 21 good-as-gold jacket, and how much that played into the corporation's imaging. Many Realtors dress for success in power colors such as navy and black, but adding a softer color can make you more approachable.

Transforming Tomorrow

The words of this quote by an unknown author reflect what I think are the most important values of our personal and professional lives:

“Nothing that is worth doing can be achieved in our lifetime; therefore we must be saved by hope. Nothing which is true or beautiful or good makes complete sense in any immediate context of history; therefore we must be saved by faith. Nothing we do, however virtuous, can be accomplished alone; therefore we must be saved by love.”

Don't get too busy in a world that can be overwhelmingly stressful to re-examine and strengthen your values of faith, hope, and love.

Published: April 19, 2000

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Kathy Lamancusa is a trend strategis, professional speaker and author who tracks the forces that impact our lives. Over 1.6 million copies of Kathy's books are in print, and she has appeared on numerous television and radio shows including Oprah! She is a public speaker who can offer organizations entertaining and enlightening peeks into what is coming and what is shaping change so that they can better reach their own customer bases.