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Color strategy as a visual merchandising tool

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The use of a color strategy is one of the most effective and powerful tools in visual merchandising. As a merchandising tool, color could impact the buying decision of a customer; it either can push or drop a sale. This is because customers have color preferences and an emotional connection to it. Customers link color with how they feel, what they want to project, mood, and emotions. For retailers, it is imperative to take the right color strategy for their product presentation in order to set a winning theme that connects with customer emotions. We can take by example a customer that want to dress something breeze and light, it is highly probably that customer would choose whites, light blues and greens, among other colors that connect with the way he or she feels.

With this in mind, retailers should be aware of the color tastes and preferences of its target customer in order create product presentations accordingly. As product presentations usually are seasonal developed, color palette is delimited as well. For Summer season, colors such as: sunny yellow, sky blue, flirty pink, lime, navy blue, and white are usually seen. While for Autumn, the predominant colors are: orange, dark burgundy, surplus green, oatmeal, and brown. Despite of those traditional rules, try to be a more experimental, and coordinate together colors that create connection between them, no matter that color is not necessarily within a certain season. Adding that pop-up of color can distinguish your brand and product from others in your same segment.

Please be cautioned playing with color, you do not want to confuse your buyers, you will want to attract them through a strong clear message that make them connect with your product and brand.

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