The color makes it pop!

Have you ever experienced looking at a retail display and notice the color design scheme more than the clothes themselves? I did. A myriad of times, in fact. Most often than not, if I perceive the store design pleasing to the eyes or at par with my color preference, it “color blinds” me with its attention-getting power and sweeps me off my feet. As a result, I stay longer browsing through their pieces and eventually purchase a few on the rack.

The effects of colors have been widely studied in the areas of marketing communications. Retailers have traditionally used color to project an image or to create a desired atmosphere. However, this influence does not end here. In fact, the use of colors even puts customers in a buying mood. In retail store design, color is used to attract or to draw the customer and the customer’s attention. Color research also suggests that some colors may have the power to evoke an approach tendency.

A fun and vibrant Forever 21 store in San Francisco, CA.

                                          

A number of physiological researches suggest that the color red is an arousing color with significant color effects for absolute conductance and skin conductance (GSR). Psychological color research also explains why red seems to physically stimulate the brain. High wavelength colors (red, orange and yellow) possess strong excitation potential, high arousal qualities, and they induce elated mood states. For individual preferences, warm color dominant people (red and yellow) are seen to be more visually oriented than cool color dominants who have more sedated mood states, are more selective in response to stimuli, and are less distracted with visual cues.

RED MEANS YES!

In a research by Bellizi, Crowley and Hasty (1983), a laboratory experiment was conducted and revealed that female subjects, regardless of color preferences, are physically drawn to warm colors more (red and yellow) than cool colors (blue and green). Thus, for physically drawing customers into a retail store, department, or display area, warm colors seem to be a better choice. However, there exists a limit to the impact of attraction of warm colors. This research reveals that warm colors are seen as colorful yet negative, and bright yet tense. It is also shows that warm colors trigger unplanned impulse purchases. Since warm colors are associated to exhibit a tense feeling, there is a possibility for the buyer to experience an unpleasant shopping experience and may result in premature termination of the shopping trip when customer deliberations are needed. Thus, it is suggested that warm color environments are appropriate for store windows and entrances as well as for unplanned impulse purchases whereas cool colors which are rated as positive, relaxed and favorable are appropriate when customer deliberations are necessary.

Marketing strategists have indeed gone sky high in their research on the color’s influence on visual attraction. Colors, as a matter of fact, have also exhibited their potency when it comes to attracting attention of consumers. This just shows that color design in stores is an essential element that contributes to the spending power of people. So when there comes a time when you have the urge to take out your Visa card for unplanned impulse purchases, ask yourself, “am I color blinded?”

Are you one of them?

Bellizzi, Joseph A., Ayn E. Crowley and Ronald W. Hasty (1983), "The Effects of Color in Store Design," Journal of Retailing, 59 (Spring), 21-45.