Close
 

Colour psychology in retail spaces

  • Opinion
  • December 3, 2015
  • Lizzi Hines
Colour psychology in retail spaces

I don’t want to take the mickey. I know colour is a trendy subject which can offer high value to retailers. After all, colour in a retail space is imperative and crucial to its design, plus the overall success of the look and feel of that store.

However, it’s a wild generalisation to say one colour means the same thing for everyone who walks into that store. Basically, if people are saying blue is calming and red means energy, you’re making a wild assumption that we all have had exactly the same colour experiences in our lives.

Take a moment to consider what weddings mean to you. To me, weddings are all about white, purity and transparency. However to you, weddings could mean bright, popping and saturated colours. See what I’m getting at here?

We love colour at Spaceworks and definitely don’t think you should be stripping it out. What’s important is the balance of colour and whether it should dominate or complement what you’re selling. If you’re wanting your product to be the hero, don’t splash all your walls with a bright saturated red and always consider your brand colours and how this can be weaved throughout to engage your shopper subliminally.

For retailers, shopping is the art of persuasion and there are many factors that influence how and what consumers buy and a great deal is decided by visual cues, one of which is colour. 

Highlight rather than overpower your product. Be careful not to drown out what you're selling by immersing it in too much colour. Ideally you want the merchandise to pop and not the surroundings.

If you have a plethora of products in assorted packaging, make sure the colours you choose doesn’t make the store too overwhelming and confusing for the customer. Take for instance one of our favourite stores – Isabel Harris whereby, a muted colour was used throughout, making the array of product the star of the show.

Tell a story with color. Rather than simply select colours you like, it can be more effective to start with a theme and choose colors that represent that concept. For example, you could capture the essence of British street style with graffiti art, old-style phone box red and concrete grey, which were all used in the Clash Boutique in Newmarket. Or if you’re wanting to invoke the beach, choose colours reminiscent of sand, water and sunshine. By doing this you can transport customers to an environment they associate your product with and subsequently making them far more engaged.

Colour build brand recognition. Colours can increase brand recognition, it’s a proven fact so finding a way to work your logo colours into your retail design will help customers associate and connect with your store and brand. Think beyond just the paint on your walls, this can be weaved in surreptitiously to the design of your space.

Colour is not the enemy here but I am a big fan of using it in the best way for your product, brand and retail space - not about a specific colour coercing the customer into making a purchase.

This piece originally appeared in NZ Retail magazine issue 740 October / November 2015.

​ ​

This is a community discussion forum. Comment is free but please respect our rules:

  1. Don’t be abusive or use sweary type words
  2. Don’t break the law: libel, slander and defamatory comments are forbidden
  3. Don’t resort to name-calling, mean-spiritedness, or slagging off
  4. Don’t pretend to be someone else.

If we find you doing these things, your comments will be edited without recourse and you may be asked to go away and reconsider your actions.
We respect the right to free speech and anonymous comments. Don’t abuse the privilege.

 

A challenger appears: Homegrown furniture giant Nido to compete with Ikea

  • News
  • January 21, 2019
  • The Register team
A challenger appears: Homegrown furniture giant Nido to compete with Ikea

Within a few weeks of confirmation that Ikea will come to New Zealand comes the announcement that New Zealand’s largest-ever retailer is set to open in Auckland. This new mega-retailer is nothing to do with Ikea, however: it’s a homegrown furniture and homewares concept store called Nido.

Read more
 
 
News

Getting drastic about plastic

Government plans to phase out single-use plastic bags have been heartily embraced by leaders in the grocery sector, but there are plenty of other ways ...

 
 

H&M extends footprint into Auckland

  • News
  • January 17, 2019
H&M extends footprint into Auckland

H&M has continued to strengthen its portfolio of stores in New Zealand. The Swedish fashion chain is now brining a third store to the Auckland region, to be located in Botany Town Centre.

Read more
 

Social scoreboard

Zavy and The Register have worked together to create a scoreboard that compares how the top 25 traditional media advertising spenders in New Zealand have performed on social media over the past 30 days, updated in real time.

 
topics
Concept to closet
Business coverage of New Zealand Fashion Week.
Town centres
A positive retail environment over the past 12 ...
Amazon Arrival
Keeping up with all things Amazon as it ...
The Retail Yearbook 2017
As we battle our way through the busiest ...
Hospitality enhancing retail
Some think food and integrated hospitality offerings will ...
The future is bright
We spoke with four retailers in their twenties ...
Spotlight on signage
At first glance, the humble in-store sign might ...
Red Awards 2016
The Red Awards for retail interior design celebrate ...
Auckland Unitary Plan
Auckland is changing. The Unitary Plan will decide ...
How to open a store
Sarah Dunn considers what it would take to ...
All things to all people
Kiwi retailers share their omnichannel strategies.
Rising stars
Retail's top young achievers.
Delivering on your promises
The sale isn't over until your item is ...
Retail in heartland New Zealand
Retailers keep the regions pumping, but how strong ...
Sisterhood
Women in retail help one another. We spoke ...
The changing face of retail
Shifting demographics are creating big changes in New ...
The retail yearbook
With the help of experts in the retail ...
Retail rogues
We put the spotlight on staff training. Jai ...
Here come the giants
Topshop has arrived in Auckland’s CBD, David Jones ...
Window shopping: A spotlight on social media
Sarah Dunn and Elly Strang look at how ...
From retail to e-tail
Ecommerce has become part of the way mainstream ...
Loyalty in the digital age
How are retailers maintaining loyalty? Sarah Dunn, Elly ...
The Innovators | In partnership with Spark Business
Technology is rapidly changing the retail industry as ...
 
Sponsored content

Why unified commerce changes everything

eStar chief technology officer, Matt Neale discusses why true unified commerce changes everything

 
 

Jack Ma to step down from Alibaba position

  • Who's Where
  • January 15, 2019
Jack Ma to step down from Alibaba position

Jack Ma, executive chairman of shopping platform Alibaba has announced plans to step down September of this year.

Read more
 

Bottoms up: Absolut Vodka takes a stance on sustainability

  • News
  • January 14, 2019
  • Courtney Devereux
Bottoms up: Absolut Vodka takes a stance on sustainability

A new responsible cocktail era is on the cards as Absolut Vodka introduces its new sustainability focused campaign, The Green Hustle.

Read more
 
Next page
Results for
Topics
Jobs
About us.

The Register provides essential industry news and intelligence, updated daily. And the digital newsletter delivers the latest news to your inbox twice a week — for free!

©2009–2015 Tangible Media. All rights reserved.
Use of this site constitutes acceptance of our Privacy policy.

Advertise
The Register

editor@theregister.co.nz

Content marketing/advertising? Email anita.hayhoe@icg.co.nz or call 022 639 3004

View Media Kit

}