Friday, September 12, 2008

Effectively using color in marketing

The holiday season is just around the corner. In fact, the Halloween merchandise has been on the shelves for weeks now. In a time when retail spending is down, what tools can you use to boost sales? Think color. Choosing the right color scheme in your store design and marketing material can subconsciously stimulate and attract customer attention.

Jeff Grant from Trio Display offers some great tips on how to effectively use color to design an environment that not only helps you build your brand and promote your product, but also generate more sales.

The Retailer's Guide to Color in Store Design

Color is often underestimated as a marketing tool. That’s right, I said “marketing” tool. Think about it for a second: some of more powerful brand associations you can think of connect through color. UPS: “What Can Brown Do for You?” IBM is “Big Blue.” Home Depot and orange are forever linked.

Coloring Between the Lines

Marketers are merely taking advantage of the fact that we respond strongly to color on a visceral level, reacting and making judgments almost instantly without being aware of it. Here are a couple common associations…

• White: Cleanliness, purity, honesty.
• Red: Vitality, passion, love.
• Blue: Calm, stability, peacefulness.
• Brown: Open, reliable, grounded.
• Orange: Energetic, warm, happy.

Blue vs. Pink

Gender plays a part in color choice. Darker colors or brighter colors seem to appeal more to men than women, while softer or more “ambiguous” colors find a better reception with female clientele. Which particular colors are preferred tend to be tied to culture. It is worth noting that a standard blue is favored by both genders. If your retail space is heavily weighted toward one sex or the other, scheme appropriately.

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