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Color Matters


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Marketing insights from photos of an expedition to Antarctica

Black and white photo of two sets of jagged rocks forming a saddle. Old fence posts in the foreground. Reminiscent of a moonscape.
Deception Island – the caldera of an active volcano. Although taken in black and white, this photo accurately represents the starkness and other-worldly feel of the island.

A bucket-list trip to Antarctica is one of the most incredible and inspirational journeys. It’s a wonder seeing thousands of penguins and other animal life, yet not a single plant anywhere. The football field-sized+ icebergs, especially the tabular varieties, are astounding. And the monochromatic landscape is other-worldly. I came away with a desire to take better care of our planet, a greater appreciation of finding peace in solitude (this place is desolate!), and the realization I can enjoy summer when the high is just above freezing.

Colorful kayaks and kayakers in water with floating bits of ice, and dark clouds overhead.
Kayaking in Neko Harbor.

I also gained some key marketing insights. A recent post, Rules of Engagement, discusses the powerful lesson we learn from penguins, who are the stars of the Antarctic show. They captivate visitors as they gather stones to build nests, guard their chicks, run en masse along the beach to dive for food, and shuffle around checking out us humans. Likewise, digital marketing tools, including Interactive Floor Plans, Interactive Site Plans, and Visualizers, play the starring role on builder websites and are integral to the new home journey. Captivating and engaging homebuyers, digital tools create strong emotional connections and lead to an increase in closing sales.

Bow of a ship with red trim cracking a giant ice sheet.
Cracking a massive ice sheet in Wilhelmina Bay. The red trim on the ship lends both color and scale.

A lesson also came on the importance of color. Against a backdrop of grey and white, the most captivating photos include glimpses of vivid color, most often provided by humans. Pops of red, orange, and yellow on ships, clothing, and kayaks look stunning in the barren landscape.

An expedition team, wearing bright orange and yellow jackets, on an inflatable Zodiac boat cruising through water with chunks of ice
Traveling by Zodiac in the Antarctic Sound.
A black ship with red and white trim next to a giant, triangular, blue-tinted iceberg.
Our ship, anchored next to a massive, blue-tinged iceberg.

Colors from nature include teal from glacial ice; clear blue skies; orange, pink, red, and purple emanating from the stunning midnight sunsets; bits of orange and yellow on penguin beaks, necks, and feet; and an occasional rainbow. That’s about it! No trees, no flowers, no flashy birds. This is one of the starkest yet most exciting landscapes on the planet.

Blue icebergs floating in front of a rocky mountain with snow. Clouds overhead, and reflecting in the water.
Cool blue on an iceberg adds a rare bit of natural color in Neko Harbor.
Clouds and a rainbow between two jagged hills straddling a channel with water.
So does this rainbow following a storm in the Lemaire Channel.
Bright orange sunset over the ocean against a backdrop of grey clouds.
And the most color at any one time, a beautiful sunset, sometime around midnight.

And that brings us to the relevance of color in digital marketing. Color appeals and speaks to us all. Color moves and motivates us, playing an essential role in new home sales. There is a reason so many builders request our 3D renderings in a dusk shot. The homes with golden, warm lighting inside, set against dark, deep blue skies with tinges of pink and purple are sexy.

Rendering of a house, at dusk, with warm lights in the windows.
Next time you need renderings, consider a dramatic dusk shot.
rendering of a house with a slider transitioning from daylight to sunset
Or even a day/night slider.

One of the most powerful new tools is the Outhouse Visualizer. Homebuyers want to see their pre-built home with personalized colors and finishes, even if limited to curated packages. Colors excite, stimulate, comfort, and soothe. They also bring joy and create a sense of belonging. Interior and exterior visualizers offer a terrific, cost-effective way for homebuyers to see your house as their home, thereby building an emotional connection and leading to higher sales.

Side by side photos of the same kitchen with different colored cabinets, countertops and walls. One with light grey cabinets, the other medium brown.
Invite your buyers to explore, and personalize their kitchen with an engaging Outhouse Interior Visualizer.

People love to explore, engage, and personalize. Interactive tools on your website allow homebuyers to do all three. Contact Outhouse today to learn more about our Visualizers, Interactive Floor Plans, Interactive Site Plans, Virtual Tours, Animations, and Responsive Interactive Sales Kiosks.

Photo of man in bright orange jacket with yellow hood, sitting next to a snowman on the bow of a ship.
Guess which one is me!
Penguins surrounding bright orange duffel bags on a large rock, set on a rocky beach with snow in the background.
And, the inquisitive penguins.

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Comments

  1. These pics are great!!!! What a awesome trip! WOW! Thanks for sharing and the insight into color for buyers.

    Reply

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