There is a lot to be said for color psychology. Research has shown that, generally speaking, people find certain colors more relaxing, or certain colors more energizing, certain colors enhance hunger and certain colors improve productivity. But, color psychology does not stop there and businesses need to take notice. Certain colors can directly impact sales in a retail setting and there is even research to back it up. People are not only affected by the color of the merchandise they are choosing but their purchasing mood is even impacted by the color of the room or decor in which they are shopping. Deep-hued colors like burgundy or black are often used to convey luxury in high-end retail settings. Green is frequently used in eco-friendly retail settings where the consumer is looking for eco-friendly products. But the one thing that keeps people coming back to make a purchase are shades of orange and red. Now, nobody wants to shop in a room that is painted from floor to ceiling in bright orange or red but subtle accents of the color help subconsciously set the tone necessary to enhance sales in a retail setting.

Why orange and red? They are bright and not necessarily associated with luxury so what makes someone want to make a purchase because of these colors? Red is hardwired in our brains as a color that should make us “stop,” just like a traffic signal. Orange and red are also shades that convey that there is a good deal to be had. CNN describes why orange and red help boost sales, “(Orange)The color is associated with fairness and affordability, which is why you’ll find it at stores offering good value, like Home Depot and Payless… (Red) Although plenty of shops embrace this color (and still find financial success), market experts warn that, just like a stop sign, a red placard can make consumers hit the brakes. It serves as an alarm, triggering a more careful consideration of our outlays.” Color directly impacts a consumer’s mood which ultimately effects their purchasing decisions while in a store. If a color scheme of orange and red seems a little bright or one-note, consider adding in shades of blue. Blue makes people feel comfortable and like a store is trustworthy. This will put shoppers at ease, make them feel at home and more relaxed. When a customer feels this way they are far more likely to want to visit your store again so they will likely become repeat customers. Colors can be used to set customers at ease and make them feel warmly invited in to your retail space and different colors can be used to attract them to certain sales, promotions or areas of the store in which you want them to visit. A sign telling them to make a purchase because something is on sale is one thing but when a color subconsciously influences their decision a shopper will feel in control of their purchases and happy with their retail experience.

Author Kirsten Ghaster

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