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.

sofitel terrace

Photo: hotels.com

 

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.

mandarin oriental

Photo: Mandarin Oriental New York

 

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.

hutton hotel nashville

Photo: Hutton Hotel

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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All You Need to Know About Pop-Up Shops

Whether it’s changing an entire brand (throwback to iHob) or spending millions on commercial spots (hey Tide), marketers are always trying to grab consumers’ attention. So what’s the latest trend? Pop-up shops. See how big brands are using them and why hotels should, below.

Big Brands Are Popping (Up)

Basically brands are setting up temporary retail spaces to show off new products or attract new customers. This summer the Museum of Ice Cream and Target partnered to open The Pint Shop, an interactive pop-up in NYC. The shop (which is still open) shows off unique flavors that are now available in most Target stores. In July, Taco Bell transformed a San Diego steakhouse into the futuristic Taco Bell pictured in the 90s classic Demolition Man. The fine dining Taco Bell was only open for one weekend to celebrate the movie’s 25th anniversary.

Okay, But What About Hotels?

There are two ways that hotels can merge with the pop-up platform- they can create a pop-up for their own brand, or they can provide the space for other businesses’ pop-ups.

Let’s explain.

A pretty well-known brand called Black Tomato launched “Blink” not too long ago. Blink sets up one-of-a-kind temporary luxurious stays in some of the most remote locations. Guests stay in the custom pop-up abode before it is taken down and never rebuilt. This business model works great for Black Tomato, but it might be a little tricky for someone like the Mandarin Oriental. Instead, established hotel brands can offer their space for business pop-ups. For example, NYC’s Paramount Hotel offered up some of its space for the Tony Awards pop-up shop. Paramount provided the perfect location (street-level, AC, free Wi-Fi) & the pop-up shop attracted extra attention to the hotel; a win-win.

What do you think of hotels using pop-up shops as a new marketing tool? Comment below!

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Hotels Use Scent Marketing, And It Works

Have you ever smelled something and memories instantly flooded your mind? What about a smell that reminded you of a hotel? If yes, then you were probably exposed to scent marketing. For years, hotels have used the powerful tool of scent to keep guests coming back, and now their clever tricks have been revealed.

What is scent marketing?

Scent marketing, sometimes called scentscaping, is intentionally using scents to trigger emotions in guests, while helping them attach a certain smell to that brand. And according to the Sense of Smell Institute, it really does work! People can remember smells with 65% accuracy after a YEAR since being exposed to the original scent. And out of all senses, smell is the only one that creates an immediate emotional reaction. This is because smell is processed right next to the part in our brains where emotions and memories are kept! Knowing all of this, how do hotels use scent to their advantage?

How are hotels using it?

The answer is pretty simple- they partner with scent professionals. Brands like Doubletree, The Ritz-Carlton and Aloft Hotels work with a company called Scent Air to create their special olfactory blends. Their signature blend is then spread through entrances, reception areas, lobbies, spas, rooms, you name it. Sofitel Hotels & Resorts collaborated with French perfumer Lucien Ferrero to create Essence de Sofitel. The scent is exclusive to Sofitel, but also available for purchase in candle- or mist-form. Most hotels spread their scents through misting machines, but some use shampoo, body wash, oil diffusers and lotion.

Hotel Signature Scents

Curious to see which scents are picked by brands? Take a look:

  • Holiday Inn Express – green tea, green florals, exotic herbs, spicy perilla, sheer woods and musk
  • Hotel Indigo by IHG – Cranberry Apple Marmalade, Noel, Sugar Cookie or Lavender (depending on the season)
  • Westin Hotels – white tea and vanilla

Next time you stay in a hotel, stop and smell the roses…or at least the lobby!

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How To Spring Clean Your Marketing

Believe it or not, spring cleaning season is upon us! And as you dust those counters and Windex your windows, don’t forget to clean up your marketing too. Whether it’s connecting with distant clients or updating social media graphics, spring is the perfect time to refresh your marketing strategy. Watch our latest video for more tips when it comes to spring cleaning your marketing!

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How to Create a Successful Ad Campaign

In this video Alexa, one of our graphic designers, shares some best practices and strategies for creating an effective ad!

Tips covered include: 

  1. Why it’s important to optimize for mobile
  2. The value of branding
  3. Using a call to action
  4. Creating a sense of urgency

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