The Psychology of Color at Retail

By Patricia Beks From http://www.retailcustomerexperience.com















The one major psychological influence that all retailers can — and do — make use of is color. Color can be everything to a successful store, if the palettes work well across the whole shop and complement other elements such as product displays and lighting. The point, according to retail designers, isn't about creating the most beautiful shop, but one that has coherence.

Color is central to coherence because we react instinctively to it. Red means "stop" and green means "go." Our brains are hot-wired to respond to color and, for modern retailers, the trick to using color is to understand both its physiological and psychological influences.

Color psychology perhaps explains why people are allegedly more relaxed in a green room and why weightlifters perform better in blue gyms. It's certainly the reason why some paint manufacturers now have color cards setting out the therapeutic aspects of each color, and why some cosmetic companies have introduced "color therapy" ranges.

To make things more complicated, the success of a retail store isn't so much influenced by the chosen color scheme but by how their target customers react to it. Is the store aimed at teenagers? Thirty-somethings? Senior citizens? The success of the store depends on how the customer reacts to both the products on display and the sales environment. Younger people like the energy of bold colors; older people prefer more subtle palettes. Get those colors wrong, and a retailer will find that their customers simply won't relate to the brand.

Color association also extends into food retailing. For example, most fast-food restaurants are decorated in vivid reds and oranges. These are colors that encourage us to eat quickly and leave — exactly what the fast-food operator wants us to do. Luxurious brands, on the other hand, favor softer colors that appear more sophisticated. In classier restaurants, those are the colors that encourage us to linger — and to order another drink, another coffee.

Some retailers are now using carpeting to influence patterns of travel around a store — particularly from the crucial zone just inside the shop entrance, often referred to as the compression or transition zone — the place where customers first orientate themselves with what's inside. Here, carpeting is being used to subtly direct shoppers deeper into the store or, by using different colors and patterns, create subconscious walkways that shoppers will tend to follow.

By recognizing how color influences us, retailers are better able to induce feelings of warmth, intimacy or serenity — or, by using more vibrant palettes, to excite or stimulate. It's about understanding target markets, the product lines to appeal to them and the kind of brand the retailer wants to convey. Lastly, it's about conveying that brand though color and design.

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Merchandising 101: How to Maintain a Dynamic Display

One of the great mantras of merchandising gurus is "Keep It Dynamic." They tell you to update your displays frequently. All of your big-box competitors have a department at corporate, and usually at least a few regional staffers, devoted to maintaining a constant barrage of changing visuals, seasonal displays, eye-catching end-caps, and the like.

When you read about industry trends, somebody with ambiguous all caps initials after their name is always touting the merit of a reset, that is, closing for a day (or pulling an all-hands all-nighter), taking all the fixtures you have purchased and... you guessed it, throwing them away. Then, with your inventory in a heap, assembling and installing all new, modern, highly effective fixtures. This, they tell you, will give you an annual sales increase the likes of which you can hardly believe. The pain, they tell you, is far worth it because of the additional revenue that comes.

And why does the extra cash come? It comes because you changed something. And why did you change something? Because statistics show that dynamic displays sell more than static displays.
So why do most retailers staunchly refuse to update their fixtures, to replace their displays with something new? Do retailers want to send all their fixtures to the landfill? No. In fact, many independent retailers do almost nothing. They rotate stock, sometimes. They bring in seasonal items and display them, usually. But fixtures - though we all agree that dynamic is better - for the most part, stay the same. Year after year.

So the question is, what should you do? If you do nothing, then you will learn first-hand a lesson that has been proven throughout the history of retail- that an object at rest tends to remain at rest, on your shelf. But what if doing is rest is just not financially viable? Here is a simple recipe for consistent success in merchandising. Create a list of monthly tasks to be done or delegated. Here is an example:

1) Move two fixtures, even if just a little, to change the feel of the space.
2) Move at least two product families - make logical, though emotional decisions about what to put where - move books about traveling to Venice near the Italian Cookbooks, etc.
3) Pick one fixture you want to get rid of - ugly, dysfunctional, outdated, etc. and plan to put something new in its place this quarter.
4) When you do add a new fixture - either to replace the ugly one, or to add a new product, etc - consider the fixture's ability to change, to move, to be dynamic.
5) When you are done, write down your plan for what to do next month. You do not have to stick to it, but having a plan for the next move while completing this one adds a sense of continuity to the changes.

After a year or so of this you will have effectively reset your store. You will have minimized the financial pain of an overnight reset. You will have kept the attention of your customers by constantly offering them something new to see. You will have established a pattern of keeping the merchandising plan dynamic with minimal effort, and you will have developed an eye for what works. You may even want to add some initials after your name.

Winning Your Customer's Purchase

Running a retail store can be tough when consumers are constantly bombarded with reports of high gas prices and the possibility of a recession. Thrifty customers doesn't have to mean poor sales, however. They still have wants and needs, and you have things they want and need in your store. They just a little extra convincing that what you offer is worth their hard-earned money. Here are five tips for making your wares as appealing as possible to your customers:

1. Always be aware of the season. The time of year is in the customers' minds even when they aren't thinking about it, so display your offerings in the context of the season, no matter what they are. Use spring colors when the season rolls around and people are tired of winter gray, and make sure your displays have a sunny, outside feel during the summertime.

2. Use light to your advantage. Not many people are put in a good mood by dark, dreary surroundings. A visitor's shopping experience (and how much they buy) totally depends on their mood, so give them an invigorating, well-lit place to shop. Use light colored rugs and white ceilings to give the whole store a clear, illuminated look, and try placing mirrors and glass decorations to liven up any potential dark spots.

3. Be a good host. Your visitors are basically your guests, so why do so many retail stores feel like they have no human side at all? Customers appreciate when a store has more to offer than just things they can buy- a friendly face and meaningful interaction goes a long way. Small amenities are valuable too, like a well-kept restroom or a fresh cup of coffee on a cold day in January.

4. Take advantage of branding. Customers like to know they're getting value back for what they pay, so make them aware of what brand they're looking at, especially if it is one with a strong identity. Work with your suppliers to obtain brand merchandising items and display them in a place where customers can see them. Do this on a regular basis as posters, accessories, and other displays with seasonal themes change frequently. Remember, your suppliers want you to sell a lot too!

3' x 3' Compact Yarn Displays

Smart Fixtures offers a variety of shelving solutions for yarn stores, including the 3' x 3' Compact Shelving Unit, shown below. Without the appropriate fixtures, yarn displays can appear cluttered and confusing to customers, with negative results. The 3' x 3's clean, clean lines and roomy storage cubes are perfect for presenting yarn products to your visitors in a clear and organized way. If you'd like to maximize the number of offerings on your floor space, stack 3' x 3's on top of and beside each other.

Stand Alone Displays by Smart Fixtures

Looking to utilize that space in the middle of your store without putting up imposing shelving units? Smart Fixtures has recently added a number of new free standing displays combining functionality and style. In addition to fitting where larger shelves will not, free standing displays offer excellent product visibility and encourage customer interaction. Studies have shown that customers are much more likely to purchase a good if they take that first step of picking it up, so why not encourage them by putting your things out in the open? Below you will find a number of versatile Smart Fixtures free standing displays to present your products. Shown here is the Adjustable Round Table with a wood veneer surface and chrome base. This table's height easily adjusts from 19.5 inches to 31 inches, allowing you to display smaller items at various levels.

Looking for something with a little more color? These Glass Top Cafe Tables have plenty. Also featuring adjustable height, these delightful round tables have a matching display surface and base, making them stand out anywhere.

Also available is the 3' x 3'Double Arc Display, which offers multiple shelving levels and lots of top surface area without taking up too much space. As part of the Smart Fixtures Design on Demand^® shelving system, this item can be modified and customized to better fit your particular retail space.

Looking to Increase Your Retail Sales? Purchasing Advice for Salon Owners

Minor investments in the look and feel of your salon fixtures can create a substantial boost in sales if done correctly. In addition to increased sales, a stimulating set of displays with the right product mix will give your salon ambiance and a higher perceived value to your clients. However you choose to present your products, the decision process should not be taken lightly. Here are a few remodeling tips to help you get the most out of your budget.

1. Consider where customers will be walking when placing new fixtures. It makes perfect sense that customers will be more likely to buy something if they don’t have to go far to get it. No matter what the layout of your store is, there should be an optimal place for showing off your wares. Two frequently used locations is the area around customer seating and near the cash register; every salon is different, but wherever a customer can stop for a moment and have a look around is usually a good place for your displays.

2. The look of your products needs balance. A shelf with too many bulky items on one side will create a sense of discomfort with your customers. The same can be said for a shelf with too many smaller items cluttered in one corner. An awkward arrangement will make your visitors subconsciously shy away from your products, so try to give the items on your shelves a sense of harmony. If you want to place a larger product on the end of one shelf to make it stand out, put an item of comparable size on the opposite side. Things don’t have to be perfectly symmetric, but they should not be lopsided either.

3. Mind the height of your displays. Your products that are at or near eye-level will see the best sales. Items that are located on the bottom shelf only sell around two percent of the time, so put your winners high where people can see them. Consider using a free-standing display as opposed to a large shelf if you want to feature products away from a wall (like near the front desk when a visitor is paying).Nesting tables are one solution as free-standing displays.

4. Experiment with your lighting. Poor lighting can cast awkward shadows on your products and make them unappealing to your clients. Avoid placing lighting directly over a shelf or table; instead, place lighting fixtures to the front and sides of your displays. Try multiple arrangements before making a decision.

5. Are your displays mobile and versatile? A salon should alter its displays every two to three months to spur customer interest. Changing your merchandising around every so often will spark your clients’ interest when they are due for their next visit. It also keeps your salon feeling vibrant and creative. So before you purchase a set of fixtures, ask yourself-could this go anywhere in the store, or does it only fit in one spot? Also important is whether or not your displays can accommodate different sized objects. Remember, variety is key in getting your customers’ attention. Setups that never change appear dull and too familiar- and your guests won’t look twice at them.

Innovative Window Displays by Smart Fixtures

Find yourself wondering whether you're using that spacious (or not so spacious) window at the front of your store effectively? You're not the only one. Regardless of what they sell, store owners across the spectrum recognize that the front window display is a crucial element of any merchandising strategy. Whatever lies behind that sheet of glass gives customers their first impression of your store. In many instances, a window display can be the deciding factor in whether a passerby even enters in the first place.

Regrettably, many retailers find themselves limited in how they can present window displays to potential customers. Traditional rigid fixtures dictate what goods can be presented to audiences outside, and owners must often sacrifice aesthetics for functionality if they want fixtures that can adapt to their ever-changing product mix.

Fortunately, a solution exists for retailers who want their window displays to match their own dynamic vision. With your specific retail space in mind, Smart Fixtures designers will create custom window displays that look simply fantastic. Made 100% in the USA, Smart Fixtures' tool-free, contemporary products come with a lifetime guarantee, and our unique, components-based shelving line allows you to make display that fit your store perfectly.

How it Works
Starting with a sketch of your store, Smart Fixtures designers create complementary designs based on your input and your individual needs. Clients are encouraged to modify their designs along the way to ensure that they get exactly what their store requires. The whole process can be completed in a matter of hours. When the time comes to change the look of your Smart Fixtures displays, our designers are just a phone call away if you need assistance reconfiguring your display.

Smart Fixtures 4' x 9' Echelon Window Display

With Smart Fixtures solutions readily available, you can have confidence that your window displays draw in an optimal number of visitors. Smart Fixtures recognizes that retailers need more than static merchandising options-which is why our products offer flexibility, assemble tool-free, and most importantly, start with your vision.