Is the Color of Your Store Killing Sales???
It’s the time of new beginnings, so why
not take a moment to examine the
impression your store gives to potential customers?
started designing textiles for fashion in NYC then moved into home furnishings for
many years. Now I’m back in
fashion and have been designing jewelry for the past 18 years.
They may be different industries, but they all have the same issues. Experience has taught me the one
thing that is absolute in designing is that
COLOR IS KING.
for the furniture industry taught me some very important facts. A customer first walks into the store
and is attracted to the COLOR which
gets them to walk over to the piece. This would be the same with gemstones,
pearls etc. in jewelry. We call
that eye appeal.
Next, the customer sits on the furniture to see how COMFORTABLE it is; this we call butt appeal. This is the same thing when a customer tries on a piece of
jewelry and checks it out in a mirror. And to the surprise of the VP of Sales,
last thing they did, not first, was look at the PRICE tag.
know what we learned? If they
absolutely loved the color and the comfort, and it was somewhat out of their
budget, they suddenly upped their budget to accommodate the purchase! PRICE
IS ALWAYS LAST WHEN THE COLOR, DESIGN AND FIT WORK.
ONLY 90 SECONDS!
environment in your store is also extremely important to inspire
customers to buy your goods!
a moment and stand outside your store front as this is the first point of
contact. Take a good hard look to
see if the signage and colors match who you are trying to draw into your store. Look with a discerning eye because the
time is short. A potential customer makes up their mind in about 90 seconds whether to enter or not!
It’s your sales pitch, your elevator speech, and it’s got to draw them
in fast. It’s a lot like when
you went out on a first date. You
knew fairly quickly if you were going to want to see that person again or not!
sure the exterior matches what they expect to find inside. Too much orange or yellow is the universal
sign for inexpensive or discounts, unless that’s your kind of store, of course. If you want your store to stand out for passers-by be careful
how you use color. Unexpected
colors put people off. You
can do it more by lighting and exceptional landscaping. Look also at very successful local
stores in the jewelry business or other businesses. Remember aesthetics are important, but response is more important. So beautiful is not necessarily what works.
STROKES FOR DIFFERENT FOLKS
colors are appealing to different socio-economic groups. Are you using colors
inside and out to which your target market responds?
are two types of colors people respond to: complex and simple. A simple
color is clear and not toned by another color and looks like sky blue
or grass green or fire engine red.
Complex colors have a
main hue but hints of other colors to make it look different. They also are hard to describe and take
many words to do so. Mauve and
taupe are such examples.
lower you are on the socio-economic scale the simpler the colors MUST
BE to get a positive buyer response. Complex colors to them look old, hand-me-down and dull and
uninteresting. The higher the
socio-economic scale the more complex the colors MAY BE. The difference between the must
be/may be is that the upper income group has a greater number of colors with a
positive buyer feedback.
They don’t have to worry if something looks old or new because both are
acceptable, as in antiques. Their
life experience is broader and usually their range of travel has brought them
in contact with varied colors and textures giving them a broader range of
positive buyer response colors.
know this to be a fact from my days I designed fabrics for K-Mart. The colors had to be basic primary
colors on a background of white.
When I designed for the high-end stores or department stores it had to
be maroons, teals, periwinkles and all accented with black, grey or almond…NEVER
white. So know
interior color must meet two criteria: integrate
the exterior and interior and appeal to your socio-economic group while
serving as a backdrop to your merchandise. It should enhance the response to all your
colored jewelry and other products to create an excitement so they are more
likely to buy. Too many stores are painted boring pastels, or
have forgotten they don’t have windows and are an oppressive dark color. In most jewelry stores dusty or grey
mid-tones are great to give a sense of luxury without feeling like a cave.
must be chosen in the type of light your store will be using. So don’t carry the color chips into the
sunlight unless you’re furnishing the parking lot!
Most stores work best with
“color zones” to set the best background for different customers. Is the section appealing to men? Women? Young men?
Brides? Everyone? Men have a
preference for yellow-based reds, blue, brown, green and black and not tinted
with white. Women like blue-based
reds, most other colors and tinted or pastel colors. Strongly colored backgrounds are useful for creating
atmosphere when the color of the pieces sold in these zones is not
Fifth Avenue has used a beige background in their children’s area which is not
a kid oriented color at all.
However they know this is their Beverly Hills location and Grandma is
the shopper who feels good in the tasteful and elegant surroundings. She knows the quality of the product
and doesn’t need a simulated nursery.
This is not true for lower-end shoppers who would appreciate a
child–like display to shop in.
who’s shopping where in your store!
There’s so much to know
about the effects of color! I have
only tapped into a small percentage of the psychographics of consumer buying as
related to color. Many years ago I
heard the late Carlton Wagner speak about color and the psychology of it’s
power. He founded the Institute
for Color Research located in Santa Barbara, CA. If you want to
know more his books, Color Power and The Wagner Color Response Report from which I have taken many facts for
this newsletter you can be bought at www.amazon.com.
Thanks and enjoy great sales this year!