The Decision to do Exterior Involves Both Practical
Typically, it is a paint failure such as an area of faded, peeling or flaking paint that motivates a homeowner or building manager to seek bids from painting contractors. But at that point, it is often the prospect of having a whole new color scheme that excites and inspires a customer ­ and sometimes determines which contractor will get the job. With a good handle on even the basics of color and color schemes, you can better position yourself to win new business. Experience has shown that discussing color is a powerful way to sell!

Where It All Begins: The Color Wheel
Unless you were born with the aesthetic instincts of a Michelangelo, your study of color should begin with the color wheel (see below), which shows how various colors relate to one another in visually pleasing combinations. With a color wheel in hand, you can devise all sorts of attractive exterior paint schemes that will win raves from your customers. The decision to do exterior painting often involves both practical and aesthetic considerations. For additional help, also check out our Digital Color Wheel.

	NOTE: Black, white and gray do not appear on the color wheel because they are not technically colors, but rather, “neutrals,” which are important in creating contrast in virtually any color scheme. Brown also cannot be found on the color wheel: It is made by combining any two complementary colors, that is, colors that are opposite each other on the color wheel.

Most successful color schemes fall into one of the following general categories:

A monochromatic color system uses only a single color or "hue" (for example, green or blue) ­ but in two or more "values" (value refers to the lightness or darkness of a color). A combination of light and dark blue would create a monochromatic color scheme.

An adjacent color scheme combines two or more colors that are next to each other on the color wheel. In this system, one color is usually dominant, either in the extent of its use or in its value. For example, green and yellow-green might be used together.

A complementary color scheme combines two colors that are opposite each other on the color wheel. Again, one is often dominant. Green with red highlights is a classic complementary combination.

In a split-complementary color system, instead of combining two colors that are opposite each other on the color wheel, three colors are employed. Typically, the second and third colors are those that are adjacent to the color directly across the color wheel (see illustration). Blue with yellow-orange and red-orange would be such a combination.

A double-split complementary system uses colors that are adjacent to two colors that reside directly across from each other on the color wheel. Thus this combination involves four colors ­ such as the two colors on either side of blue and orange.

A triadic color scheme incorporates three colors that are equidistant on the color wheel. Here, again, one color is typically dominant. Blue, red and yellow would be a triadic color combination. To become conversant with these terms, try driving around a neighborhood or looking at some of your own exterior paint jobs to see if you can identify the color schemes used. (One tip: narrow the possibilities by counting the number of different colors you see.) Soon, your color vocabulary will take on a whole new dimension. More important, you'll get a better "feel" for what works, what doesn't, and why.

Offering Color Advice
When it comes time to actually advise a customer on exterior color choices, the first rule of thumb is to tread lightly. Color preference is a very personal matter, and your customer may already have a vague ­ or definite ­ color combination in mind. Be sure to ask. If, on the other hand, your customer is uncertain about color choice, asks for help in choosing between two or more options, or is wide open to suggestions, put your knowledge of color to work.

A good starting point is to look for clues about your customer's color preferences. If you are inside your customer's home or building, the décor may telegraph his or her taste. Most of the time, you'll be safe if you stay in the same palette as the interior wall colors or furnishings when suggesting exterior paint colors. Should the building be in a planned community, a newer subdivision, an office park or a historical district, be sure to inquire if there are any restrictions on exterior color choice. These are becoming increasingly common, as PQI discovered while crisscrossing North America during our latest "Prettiest Painted Places" competition.

Consider the Architecture
After discerning your customer's color preferences and any restrictions that might apply, consider the style of home or building you are about to paint. Certain styles of architecture look best when painted a particular color or in a particular type of color scheme. Dignified colonial or Greek Revival structures, for example, often look best in very simple paint schemes ­ such as bright white with contrasting black accents. Conversely, Victorian homes, with their elaborate gingerbread, spring to life with highly complex triadic or complementary color treatments. If many of your customers are concentrated in historical districts or vintage neighborhoods, consider investing some time researching the exterior color schemes that were popular there in years past. Your knowledge and counsel will be much appreciated by tradition-minded residents and business owners, giving you a strong leg up on your competition.

Look at the Big Picture
Before finalizing your suggestions or recommendations, make sure that you envision the paint job in the context of its surroundings. Any exterior color scheme you recommend should be compatible with the "fixed" colors around the house or building ­ in other words, the colors of architectural or landscape features that either cannot, or will not, be painted.

Some of the things to take into account include the color of the roof, any wood that will be left natural, unpainted masonry such as brick or stonework, even the color of plantings, especially if they are evergreen. These fixed colors will function much like accents in your paint scheme, so they must be factored into your color equation.

It is also wise to take note of the color schemes of neighboring homes and buildings, especially those that are right next door. Your customer may not want an exterior color scheme that is identical to the neighbors', but if the structures are in the same "visual field," all the color schemes will look best if they are compatible.

Continue Your Study of Color
In today's highly competitive marketplace, the study of color is not simply an exercise. Instead, knowledge of color is an ideal way to differentiate yourself from your competitors. Increasingly, customers want more than technical skill from a painting contractor ­ they also want sound advice on color that can help bring out the full beauty of their homes and buildings. So study up on color theory and "paint your business green"!

Because color is so important to the success of the professional painter, The Rohm and Haas Paint Quality Institute has developed a unique card deck called “Decorating with Color” that serves double-duty as both a contractor teaching aid and a sales aid for use with customers. The handy, pocket-sized card deck has more than 50 pages of tips on the use of color in exterior and interior painting. Included is a wealth of information on color schemes, color selection, color psychology, sheen levels, decorative painting techniques, and much more. Fully laminated, “Decorating with Color” is stain resistant and designed to last. Copies of “Decorating with Color” are available for $7.95. They can be ordered from the PQI Store or by writing to The Rohm and Haas Paint Quality Institute, 727 Norristown Rd, P.O. Box 904, Spring House, PA 19477-0904. A personal or company check should accompany your order. Allow four weeks for delivery.

BACK TO TOP