Anne Cote Design

Cactus Clothing, Huang Sanxiu-Shi Fu-Gao Weidong-Song Shuaiqi, photo Shen Qiang


By Anne Côté


Seriously, how much thought have you given to the colors and tones for your showroom or store? With the intensified competition, attracting and retaining the customers has become a top concern for businesses. Color has been identified as one of most significant factors influencing consumers’ purchasing behavior so choosing the right color can practically mean how much revenue you can earn.

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Cactus Clothing, Huang Sanxiu-Shi Fu-Gao Weidong-Song Shuaiqi, photo Shen Qiang

Did you know that 85% of shoppers identify color as the main influencing reason for purchasing a particular product? The environment color in which they shop in is as important as different colors bring out different moods. Color is therefore crucial and must be well considered when designing your retail spaces.

The idea that colors affect our behavior is not a new concept in the professional field. We know that
people react to colors in psychological and deeply personal ways. Color has a huge impact upon us, whether we are conscious of it or not.

Our brain registers colors first, followed by words and shapes according to color psychology expert Karen Haller. Colors affect customer behavior including whether they make a purchase or not. Since many consumers shop on a subconscious level, it’s important to understand how each hue evokes different emotions.

Fig, Scott & Scott Architects, photo Olivia Bull

How do colors affect consumer behavior?

There are colors that entice people to buy with different intentions. In an article written by the Daily Mail, researchers found that using the color red encouraged impulse purchases while navy blue triggered a more thoughtful and budget-conscious buying response. Let’s explore some other colors.

Yellow is much more subdued than red while still being attractive and grabbing your attention. In general, yellow gives consumers feelings of warmth, cheerfulness, and optimism. Yellow can also stimulate mental activity and boost energy levels.

Orange is on the spectrum between red and yellow, combines their associations. It plays off red’s energy and yellow’s optimism and happiness. It evokes feelings of joy.  It can also motivate people, invoking feelings of enthusiasm, determination, encouragement, and stimulation

Blue, As the color of the sky and the ocean, provides a sense of relaxation and security.  It can ease customers through a difficult purchase decision as it prompts the secretion of calming hormones. Blue evokes imagination, sincerity, and compassion.

Green is the color of nature which can indicate purity, health, and freshness. Its association with plants invokes feelings of growth and vitality. It can be invigorating and productive as well as gentle and relaxing. As it reminds us of nature, it can also represent harmony and connection.

Purple, although a bit unexpected may evoke freshness but it is mostly associated with luxury and power and has a royalty edge. If redder, it can represent ambition and power. Overall it reminds us of wisdom, dignity, independence, mystery, magic, and creativity.

Pink is associated with childhood, youthfulness and love which makes it a powerful marketing tool. It represents innocence, optimism, and hope. Have you notice a lot of pink environments? I did and found out that it’s called the Millennial pink with a new meaning on gender roles.  

Alcalá de Henares Idea Arquitectura photo Miguel de Guzmán
Adidas Original

Black is quite versatile, making it an excellent neutral color to pair with many branded color schemes. When black is a more prominent feature of the brand, it can hold many meanings. It could represent elegance, sophistication, formality, and power. It can also be a symbol of mourning and grief. White as black’s opposite, white gives off feelings of purity, goodness, and innocence. Like a blank canvas, it looks perfect or might even have a sterile feel. It also represents newness and youthfulness.

Gray is a true neutral. Like a cloudy day, it can invoke feelings of hibernation and when used with other sophisticated branding elements, it can represent maturity. Certain shades give us a sense of balance or calm. 

Branding: Personalize your store

Colors increase brand recognition by up to 80%. Choose paint colors that relate to your brand so customers can always identify you and your services. Using your logo colors in your store design helps build brand awareness as well.

Poho Double Bay by Akin Atelier photo Dave Wheeler
Poho Double Bay by Akin Atelier photo Dave Wheele
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Consumers need something to associate your business with. Colors that stand out will help them remember your brand and the experience they had with you. It does matter how you communicate your color choice to your target market. 

As today’s brick-and-mortar retailers face increasing competition from online shopping, it’s more important than ever to use color to create a unique shopping experience and influence customer behavior.

The Daily Edited by Pattern Studio photo Traianos Pakioufak

How about using your brand colors also in your workplace as well? When a potential buyer is in your workspace, you have the best chance of making a sale. Using your brand color will enhance your brand appeal and make that sale even easier.

Big brands never miss an opportunity to build brand awareness. When you walk through the doors of a large company, you will notice that they make full use of their brand colors. Used to their full effect, your brand colors will give you a competitive edge, elicit the right emotional response from your prospects, and dramatically increase your sales.

Finding the perfect color for your store involves more than just choosing your favorite colors. It’s important to look past your own personal preferences and consider your target audience. Also note that the symbolic perception of color is not universal as it is about the associations, the aesthetic ideas, and the cultural values. We “read” colors vastly differently depending on our cultural standpoint.

Avoiding using color as simply decoration or an afterthought but Instead as a subliminal language will be another way to communicate and attract your ideal customers. 

By Anne Côté