Visual memory is easier to summon up and colours are often the reason why a person attaches an association with a store, a product or a brand. Just as a logo creates a recall, attractive colours also perform a similar function.
Colours capture attention
An aesthetic use of displays to attract potential customers into a store is what visual merchandising is all about. Visual merchandising needs to grab the customer’s attention in a maximum of five seconds. Laying an emphasis on the sensible use of colour is an effective way to draw customer’s attention to your store. Colours are often associated with certain emotions, for example red is an attention grabbing colour and signifies energy, love, danger etc. depending on the context it is used at. When used commercially, red signifies brightness and catches attention. Pink is associated with femininity whereas brown and green evoke a sense of nature and ecology. A retailer should have a keen understanding of these associations. To create an association of a brand name with a colour is what a retailer should aim at. Ajay Saini, COO, Yo! China aptly puts it, “The colours of your store need to scream out louder than those of others, to effectively attract the customer’s attention.” Elaborating on Yo! China’s use of red and yellow, he says that, “Visibility is a primary factor behind selecting these colours. Red and yellow, being the brightest of shades, create a quick recall in a person’s mind.”
Colour your brand’s popularity
A retailer although, should be cautious when using bright shades like hot pink or red for his store. He can run a risk of making the store look flashy and too bright which can fail the purpose of attracting positive attention. A colour should be used in its correct tone to aptly convey the retailer’s message to the consumer. For example, Levi’s entirely red store and trial room also in the same shade remains forever embedded in a shopper’s mind because of the effect it creates. Colours create a stronger recall than catchy taglines, as they create an association with your product which makes it easier for the customer to remember and relate to. The purple and red of a Café Coffee Day outlet will be visible from quite a distance away even if the name is not visible to the eye. This association which a brand creates with a colour makes its visibility in an already crowded market area much stronger.
Not only do colours evoke emotions but also engage the eye, and the brighter the shade the more pleasing effect it has. The chocolate brown and fiery orange of a Barista coffee shop plays a major part in attracting its clientele. Aarti, a frequent visitor, says, “After college gets over, I am always here and the bright and friendly décor makes it a great place to chill with friends.”
Colour it Right!
The aim of a retailer is to showcase his products and capture the customer’s attention. Colours are an effective and powerful tool and help create an association with a product which the customer will remember for a long time. An aesthetic colour scheme always has a pleasing effect, and a retailer needs to be talented enough to creatively use colours for his store’s benefit.