Your Guide to the Psychology of Color

In marketing it’s no secret that there are a million and one ways to manipulate the meaning of something. Using a script font gives one impression, while bold block letters gives an entirely different one. Using bright photos versus dark photos. Uncoated or coated paper. You get the point. And when it comes to hospitality marketing (especially luxury hospitality), choosing the right color makes all the difference. Let us explain.

Meet Mr. Roy G. BIV

If you had to read The Great Gatsby in high school or took an art class, you probably have a good grasp on colors. But for those of us that Sparknoted the book and took band instead of art, here’s a color crash course (hospitality style).

• In general, light colors are perceived as airy and make rooms feel bright & more spacious
• Dark colors create a sophisticated and intimate vibe
• Red and orange are appetite stimulants (think: how many fast food restaurants are red?)
• Hues of blue are known to lower blood pressure and heart rates

But really- this isn’t breaking news. Even Egyptians thousands of years ago knew that color can affect someone’s mood. But what makes this so interesting is that this concept is used in hospitality all the time.

Not Just for Kicks & Gigs  

Ever wondered why hotels use sheets that are THE easiest color to stain? Yes, it makes laundry easier (white towels + white sheets = no accidental bleeding of colors). But, it’s also a great way to show cleanliness and luxury. In fact, the wealthy used to wear all-white clothing to show that they could afford to keep it clean.

Green is used in spas to relax guests and help them return to youthfulness. It’s also common on hotel patios to keep things fresh with natural energy. Don’t believe us? Just take a peek at this terrace found at Sofitel New York.

 

And you can kiss your high blood pressure goodbye after stepping into the pool at Mandarin Oriental, New York. The space’s blue seat cushions, pillows, pool liner and ceiling receive an A++ in Color Psychology.

 

You might have your eyes on the prize at dinnertime, but have you ever stopped to notice the colors around you? Hutton Hotel’s restaurant, West End, cleverly uses orange chairs that may or may not make your stomach grumble.

Next time you visit a hotel (or step into your own hotel), take note of how the space makes you feel. Then look around at the colors. Do you think one relates to the other?

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