Psychology
of Selling
Advice
Why the colour of
your store matters
Keep these rules of colour
conduct in mind when selecting
shades for your store
HUE
HARMONY
IN VISUAL COMMUNICATION, it’s estimated
that 80 per cent of the impact of the message results from the use of colour, and to
humans colour has always had a critical influence on purchasing behavior. That’s why
choosing the right colours for every component of your store is important. A bad
colour scheme can have a negative impact
on not only your merchandise, but also on
the overall look and feel of your space, and
how a customer perceives your store.
Rule number one: The colours in your
space should always be subordinate to your
product. For most gift, décor and housewares stores, soft neutrals are highly recommended main or backdrop colours for
walls, floors and fixtures, particularly if you
sell colourful products. A soft backdrop
allows the product to stand out.
In feature displays, use one strong
colour in combination with subordinate
colours to create order. For example, a
table covered in a bright green tablecloth,
paired with pale or neutral product is har-
monious to the eye, while a combination of
strong colours is confusing. Customers will
actually turn away from – instead of toward
– displays with too many strong colours.
James Dion has a bachelors and masters degree
in psychology from the Chicago State University
and a Ph.D. in industrial psychology from the Illinois
Institute of Technology. Coupled with 30 years
of hands-on retail experience, he’s one of the most
sought-after retail consultants internationally.
He’s also the author of three books including Retail
Selling Ain’t Brain Surgery, It’s Twice As Hard.
