Colour influences perception. Every colour used in your store tells a story that will determine how shoppers perceive your merchandise.
The right store colour can enhance your message and overall brand message. Basically, a right choice of colour can have a huge impact on customer experience, engagement and store sales.
Why Colour Matters in Retail Store Interior Design?
When it comes to sales, retail store displays are more than about looking pretty. Study and research says –
- 73% of purchasing decisions are made in-store.
- Potential customers make a subconscious judgement within 90 seconds of entering a store.
- 62%-90% of first impressions are based on colour.
- 52% of shoppers won’t return to a store if they don’t like the aesthetics.
- 93% of purchasing decisions are based on visual appearance.
- Colour advertisements are read 42% more than black and white.
When it Comes to Retail Store Interior Design, It’s All About Emotions!
Colour evokes emotional responses in most people. Take a look at this diagram which shows each colour brings unique connection and ambiance and has a special emotion, which gives a very special effect on the customer when combined with the overall brand appearance.
Further we will take you through four ways about how a store’s colour can influence shoppers .
Let’s dive in:
1. A right colour tells a good brand story
The right store colours can create a unique brand story which is hard to ignore. A study shows that colour increases brand recognition by up to 80 percent. It’s important to find consistency when using store colours. Frequent changes in colour patterns can confuse customers about what your brand truly depicts.
Say you want to label your store as a ‘funky’ brand. Use colour schemes which include orange, yellow, and pink – representing youthfulness, happiness, and excitement which will captivate or attract the youth who are the target audience of your brand very quickly.
2. Makes the customer feel secure
You can’t expect shoppers to buy anything if they don’t feel ‘safe’ and protected around your store. One of the reasons for this insecurity is the negative notion shoppers have already built in their minds.
To assure shoppers of safety and bring reliability to your store, use the colour 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. It adds some flavour 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 colours to market your store.
But, don’t keep these colours 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 colour scheme remains consistent on both offline and online channels.
One of the popular colours used during Black Friday is a mix of strong to vivid shades of yellow (gold), black, and red.
4. Project luxury
Blackberry, Ralph Lauren, Adidas, and many more luxury brands use black as part of their store as well as brands logo colour. Black can make an expensive cologne and a cheap lipstick look all the same – it’s the signature colour 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 colour can make your store as well as brand look classy.
No matter which colour you choose, the important thing is keeping coherence with your store colours. 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.
