One of the main aspects to any form of marketing is the colour used in both brands and the market appeal of the business so cannot be overlooked at any cost.
The brand and finish of the overall look had to be secured and fixed and as so needs to be usable for manufacturing retail goods. Branding. Marketing and store front signs, displays as well as the interiors of the outlet itself.
Market researchers have long since proven how colour affects the brain’s response and the fact of how if used correctly it will enhance cognitive responses required improving sales targets etc. Businesses that use bold colours have been proven to connect deeply with their customers and it is an ubiquitous element so 90% instant decisions are based on colour alone. It is well know businesses use colours that are associated with their brand and company values so this affords a more established place in the mind of the customer as a whole.
Similar principles of course apply to the interior of the store. We have to look at how colours are used in the store and how the best implementation can be used to support the brand as well as the product at the same time. This article looks at the whole aspect of the correct use of both colour and application to enhance marketing and effect in relation to sales and selling. At the end of the day it is all about influencing the customer to purchase goods and or services from the vendor.
Relax your clientele with soothing colour
Blue and green tend to have typically a chilling effect while colours like brown or orange have a reassuring effect on shoppers. If you remember going into those aquariums (especially those with the tunnels under water) you may remember the calming effect you feel and as a retailer you should be aiming to have the same effect on the clients with pints, drapes, window filters simulating this cool pleasant environment from the start.
While orange brings forth feelings and enthusiasm bursting with energy it makes shoppers feel happy calming them from wanting to leave so this in turn help to make them linger around increasing your chances of a sale which is always a good strategy.
Always target certain products correctly
If organising sales of old, ex-stock or past seasons designs always draw the interest toward the are in the store. Bright yellow and or red colours tend to stop clients and customers on the spot preventing them from wandering away to other sections.
Amy Rhimes from Slatwall Accessories shop design materials and hook suppliers quotes “people tend to buy more when red. For shelves displays like jewellery displays or gift card trays, a few splashes of red should work in your favour. ” She said. Bearing in mind red should be used carefully and not to often for targeting effects of the store design you do not want to make shoppers irritable and aggravate.
Brand recognition and colour targeting
Always remember strong colours indicate what your brand is portraying to the clients to represent values. A good example is a green which demonstrates balance as it is associated with nature, stability and the sustainability factor and represents the eco-friendly sector values. This will make a strong connection with those who are environmentally friendly.
Use a similar colour for your store or brand helping to fortify and extend your brand. Whether it’s yellow, invoking excitement with fervour, purple undertones incite royalty or blue for calming. Black is used to establishing branding recognition as a rule of thumb.
With any store make sure you don’t overdo it with too much colour as you can end up drowning it in a ”messy” riot of clashing colour. Making a retail outlet “pop” but not surroundings will be overpowering.
The sleepwear/bikini business, bold colours always compliment “boldness” and halp to make the flimsiness of the product. Very bright colours distract customers are not ideal for electronic as they tend to dissuade away from the products.
For a roomy feeling white is good for this presenting a “roomy aura”. White helps to enhance a “freer” environment feeling helping with the atmosphere. Always remember to use white as a key colour but it is more effective if illuminated. Question what colours are are currently in your store and just how effective are they?