How Does Color Affect Visual Merchandising?


What is Visual Merchandising?

Visual merchandising is the art of using aesthetically pleasing displays and presentations to attract potential buyers. Presenting products in an artistic and engaging manner can grab the attention of window shoppers and turn them into customers. Examples of visual merchandising can include signs, window and interior displays, and special promotions. Visual merchandising needs to grab the customer’s attention in a maximum of 5 seconds.

Using Color in Visual Merchandising

One effective way to grab your customer’s attention is with a knowledgeable use of color. Colors frequently carry associations of emotions, holidays and gender. By understanding some of these associations, you can gear your marketing to the right audience just by choosing the right palette. The right colors will invoke pleasing thoughts and emotions in association with your product.

Basic Color Association

Here are some color basics. Yellow and red are attention grabbers. Green evokes the idea of health, freshness and natural products. Consumers with an eye for eco-friendly products will zoom in on this color. Brown speaks of home, hearth and a certain earthiness. For an air of sophistication, elegance, and exclusivity, choose black. Trust and reliability are often associated with the color blue. However, blue can have a negative effect if associated with food. Violet evokes a mystical aura and is associated with whimsy and imagination. Pink is associated strongly with femininity, with the brighter hues lending towards a younger, bolder audience.

Color and the Holidays

Another important color association is that related to the holidays. For Valentine's Day, use red, white and pink. Easter colors are generally green, yellow and pastel blue, pink and violet. Halloween is represented with orange and black. Thanksgiving is associated with harvest colors such as orange, brown and gold. Red, green, gold and silver are used for Christmas. Keep in mind that using these color combinations for products not associated with the particular holiday may still evoke those festive thoughts. The careful use of color in visual marketing can send a quick message without a single word, so develop your promotions with a purposeful palette in mind.

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