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Color Psychology: 4 Ways Store Colors Can Influence Shoppers


Niraj Ranjan Rout
Guest Contributor

The colors you use for your store design, from the colors of your logo to the colors of your promotional signage, can have a profound impact on your shoppers, and thoughtfully choosing the right colors and developing a cohesive strategy can greatly impact shopper engagement and, ultimately, sales.

Color influences perception. Every color used in your store tells a story that will determine how shoppers perceive your merchandise.

The right store color can enhance your message and overall brand appeal. In fact, color psychology can lead to fewer objections to the purchase, irrespective of the price. Basically, color can have a huge impact on customer experience, engagement and store sales.

In this post, I’ll take you through four ways store colors can influence shoppers.

Let’s dive in:

1 – Tell a good brand story

The right store colors can create a distinct brand story which is hard to ignore. A study shows that color increases brand recognition by up to 80 percent.

In many ways, store colors become a silent language which subconsciously influences shoppers’ brand perceptions. That’s why it’s important to find consistency when using store colors. Frequent changes in color patterns can confuse customers about what your brand truly represents.

Related: Merchandising Solution Brief

Say you want to label your store as a ‘funky’ brand. Use color schemes which include orange, yellow, and pink — representing youthfulness, happiness, and excitement respectively.

2 – Make customers feel secure

You can’t expect shoppers to buy anything if they don’t feel ‘safe’ around your store. One of the reasons for this insecurity is the negative preconceived notion shoppers have already built in their minds.

To assure shoppers of safety and bring reliability to your store, use the color of trust — blue. Due to its association with the sky and ocean, blue has a calming effect. That’s why blue is extensively used by many banks and insurance companies.

However, keep in mind that blue also represents sadness and depression (remember, Monday blues). It’s important to use the right shade of blue to put shoppers at ease.

Citibank has perfectly mastered the art of using blue to represent reliability and trustworthiness.

3 – Add some flavor to your holiday marketing

Shopping holidays like Black Friday, Cyber Monday and Boxing Day, to name a few, are a time when you should experiment with different colors to market your store.

But, don’t keep these colors limited to your store, take it online. Create a comprehensive digital marketing strategy to convert online engagement into in-store visits. Your holiday marketing will have a greater impact when your color scheme remains consistent on both offline and online channels.

An effective way of increasing online engagement is through holiday email marketing. Use the same color schemes in the holiday emailers to keep consistency. There’s a good chance that 20 percent of your holiday sales will be coming from this channel.

One of the popular colors used during Black Friday is a mix of strong to vivid shades of yellow (gold), black, and red. Here are a couple of examples.

4 – Project luxury

Blackberry, Ralph Lauren, Adidas, and many more brands use black as part of their store color. Black can make an expensive cologne and a cheap lipstick look all the same — it’s the signature color of sophistication.

However, don’t go overboard with black. It can make your store seem depressing or even menacing — shoppers would exit your store faster than they entered.

The perfect shade of black mixed with a light color can make you store look classy.

Related: Pop Culture, Collaborations & The State of Luxury Retail

Winding up

No matter which color you choose, the important thing is keeping coherence with your store colors. If shoppers observe an inconsistency at any section of your store, chances are they will not browse through that part of the store. This not only affects your sales but leads to an uncomfortable store experience — ensuring customers will never come back again.

About the writer: Niraj Ranjan Rout is the founder of Hiver, a powerful email management and collaboration tool. When not working at Hiver on programming or customer support, Niraj likes to play guitar. Niraj can be reached on Twitter @nirajr.

Join the #retail, #inspiringretail and #SmartStore conversations on Twitter @RetailNext, as well as at www.facebook.com/retailnext.

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