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  3. 5.6. Color Psychology in Retail: How Interior Colors Motivate Shoppers

5.6. Color Psychology in Retail: How Interior Colors Motivate Shoppers

Interior design in a retail store is a complex and multifaceted challenge, requiring a spectrum of design knowledge. From zoning, choosing the right colors and lighting, to selecting furniture and accessories, and effective product placement, every aspect must be harmoniously blended, especially considering the marketing strategies involved. The store’s design, particularly the color scheme, plays a pivotal role in influencing customer behavior and enhancing sales.

Let’s delve into how different colors evoke various emotions:

 

  • Red signifies energy, activity, and danger;
  • Orange represents cheerfulness;
  • Yellow is associated with liveliness, lightness, and sociability;
  • Green denotes calmness;
  • Blue conveys coolness;
  • Purple suggests mystique;
  • Brown signifies steadiness and reliability;
  • White symbolizes perfection.

However, color alone, without context, has limited impact on the psyche. The distinction between the color of a ripe tomato and red flames, for instance, invokes different associations – one pleasant and the other alarming.

 

Therefore, applying different color solutions in retail spaces must be balanced, primarily based on the store’s purpose. Here are some typical color schemes and combinations for specialized stores:

 

  • Coffee or tea shops – brown, beige;
  • Dairy products – white, cream;
  • Fish stores – blue, turquoise, green;
  • Jewelry stores – blue, purple, black;
  • Fishing and hunting goods – green, brown, khaki;
  • Computer stores – grey, black, white.

 

These are standard color schemes for stores with specific specializations. But what about designing interiors for general merchandise stores, super- and hypermarkets?

To answer this, let’s consider the psychological impact of certain colors on buying behavior.

 

Creating the Right Temperature

 

Warm tones visually increase the temperature in a sales area, ‘warming up’ the customer for purchases. However, caution is advised with colors like red and orange, which can create feelings of irritation and impatience, potentially driving customers away. Use these colors sparingly, as bright accents.

For women’s products stores, I recommend using pastel and golden colors to create a warm, relaxing atmosphere. Yellow, associated with low prices, should be used during sales and discount events.

Conversely, cool tones induce feelings of calmness and reliability in customers, prompting thoughtful and ‘cooled-down’ buying decisions. This approach is particularly effective for upscale stores and large retail spaces. I suggest using neutral light shades for large store interiors to make them appear more spacious. Lighter ceilings compared to walls can visually ‘raise’ the height of the room.

 

Perception of Color Combinations

 

It’s established that the following background and text color combinations are most vividly perceived:

  • Yellow background with black, blue text;
  • White background with black, blue, green, red text;
  • Black background with yellow, white text;
  • Blue background with white text;
  • Green background with white text;
  • Red background with white, yellow text.

However, avoid using yellow text on blue backgrounds or blue text on red backgrounds in advertising, as these combinations are poorly perceived and cause emotional discomfort.

 

Attracting Attention

 

Finally, a few visual tricks to attract customer attention using color:

  • Place contrasting colored products next to each other;
  • Display products needing promotion against a contrasting backdrop;
  • Use bright, contrasting packaging.

I’ll limit my discussion to this information for now, but if you wish to learn more about color schemes in retail settings, feel free to consult me, Olesya Blashchenko, an interior designer. I’ll not only teach you how to create effective color schemes but also assist in resolving color selection challenges for your store’s design.

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