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Color Psychology Secrets

The Amazing Ways Color Can Influence Shoppers

Selecting the basic color scheme for your new store or upcoming store makeover, sounds pretty straightforward.  All you have to do as a store owner is select your favorite color, similar to how you choose a new sweater or shirt when going shopping, and that’s it - you come back home happy and eager to wear your recent purchase.

So simple right? Well, turns out it’s not that simple…

Color can be everything to a successful store, because the color surrounding shoppers while being in the store can influence whether they make a purchase or leave the store after a few minutes, empty handed.

Did you know that every color conveys a different feeling to your customer?

Color is one of the most powerful methods of design and various studies have shown that shoppers choose what they buy based on color - it can account for up to 85% of the reason people buy one product over another.That’s why it’s super important to understand how Color Psychology works and consider how your customers will subconsciously interpret your use of color.

Color Psychology Secrets

Let’s talk about a few of the basic colors, there are two main groups:

Primary Colors: Blue, Red and Yellow (Cannot be made from mixing other colors).

Secondary Colors: Green, Orange and Purple (Can be made by mixing the primary colors together).

You can also create additional color shades by mixing primary and secondary colors, and each of the colors can be made lighter or darker by adding white or black.

Color Psychology Secrets

Each of the colors in the 2 groups above has the ability to influence shoppers in its’ own unique way:

Blue as your basic color scheme, encourages calmness and can be used to soothe customers. It creates the sensation of trust and security and that’s why it is often seen in banks and other businesses.

Red encourages customers to take action and gives a sense of urgency which makes it ideal for a promotion or a clearance sale. However it is an aggressive color that many people cannot tolerate in large doses, since it raises blood pressure and can make people anxious and angry. That’s why it is best to use red as a spot color to attract attention to a certain item or group of items.

Yellow makes people feel optimistic and youthful. Also we see yellow before we see any other color which makes it perfect for grabbing window shoppers’ attention. However too much yellow can be hard on the eyes and cause fatigue or agitation.

Green is calming and refreshing and it is the easiest color for the eyes to process. So you can use it when you want to reassure customers and encourage trust. However, be careful not to use too much green since it is often associated with money, and might make shoppers think about the money they’re about to spend.

Orange reflects excitement & enthusiasm, it makes customers happy and will help you create a friendly, cheerful and welcoming environment.

Purple is used to symbolize luxury and sophistication. It’s often used in cosmetics and anti-aging products and represents imaginative and creative brands.

Color Psychology Secrets

So now it’s time to get to work! But before selecting a color scheme you must do your homework and base your decision on the following:

  • The kind of customers you are trying to attract to your store 
    (for example younger people prefer bright colors, while seniors prefer subtle ones)
  • Your merchandise
  • Your brand identity

Fact File

Customer Projects: 

Soccer Plus, Dayton OH

Runners Plus, Dayton OH


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