So if you've ever been to one of my retail workshops or are familiar with my work you’ll
know that I’m a great advocate of using colour to attract attention. It’s relatively
easy to do and if used wisely (see colour wheel notes below) will have dramatic
effect and be sure to get you noticed.
During our
day to day routine most of the time we are on automatic pilot, particularly when
going from A to B. We’re creatures of habit, we like familiarity and being in
our comfort zone, our brain assumes everything to be the same which on the whole
it probably is! Of course the problem with
this is that we stop looking and taking notice of things which isn’t something
that works in your favour if you’re a retailer!
A new
shop opening on the high street will trigger a change in the subconscious mind for the people on the street. Their urban landscape has changed and they become
curious. So for new retailers those first few weeks of opening will see lots of
activity, business will be bright and brisk but, after time the newness wears
off and for the people on the street its back to the familiar – that’s if you
let it!
This
can be particularly challenging for independent retailers who don’t have the
resources or cash flow to be constantly introducing new stock and refreshing their
product ranges as bigger stores do.
So here’s
a simple approach to attract customers. First of all look at your stock and
decide what you have most of in tones or shades of one colour. Choose the best
pieces for your new window or in store display. Colour the background/display
boxes to match the products, either a tone lighter or darker depending what
materials are available. If you’re feeling confident you could try using one of
the alternative colour options for the background as described below (see
colour wheel notes). There are a variety of inexpensive materials you can
use to do this, for instance matt emulsion paint, fadeless coloured paper or coloured
casement fabric (contact me if you want more information). And, if it’s for a window display remember to
edit your product range, you don’t need to put everything in the window, just
the best pieces. The objective is to get your customers attention - you’ve got
less than three seconds to do this!
Using
colour in this way will make a dramatic difference to what your customers see.
Colour can have a real positive effect on customers, lighten their mood and put
them in a good place, which is exactly where they need to be if you want them
to stay and shop…
evergreen
inthepink
yellowfever
getthegreenlight
Use colours
in the same triangle segment (tonal colour) for eye catching effect. Colours on
opposite sides of the colour wheel (contrasting colour) will create dramatic
impact. If you want a more sophisticated look use colours that sit next to
each other on the colour wheel (complimentary colour)
All the best
Peter
#visualcommunicator #retailconsultant
#designer
tel 07907 691711
email info@artysmith2.com
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