Before the rise in popularity of online shopping, brick-and-mortar retail stores were viewed as a destination in and of itself – and still is today, even with e-commerce thriving. Yes, sure, it’s far more convenient to order products through the internet and have them delivered to your front doorstep, but nothing beats the in-store experience.

Although there’s less reason to visit physical stores in this modern age, that doesn’t mean that there’s no reason to visit them. For one, in-store expertise from employees can provide helpful, immediate assistance in a way that websites cannot. Secondly, there are times when immediate gratification is necessary when waiting for a delivery is not a viable option. And thirdly, many people prefer to experience the merchandise by touching, smelling and interacting with it before purchasing to ensure that it’s exactly what they want and need.

However, this does mean that physical retail stores need to work a little harder than they previously needed to in order to attract customers. One of the main ways to do this is through your shop’s fit out – more specifically, through your choice of colour.

In today’s article, we look at why choosing the right colour scheme for your brick-and-mortar retail store is important.

Quick facts about colour

Fohlio notes a few interesting statistics about the use of colour in retail stores:

• 62% to 90% of a customer’s first impressions of a product are based on colour.

• 52% of shoppers won’t return to a store if they don’t like the aesthetics.

• 93% of purchasing decisions are based on visual appearance.

• Colour advertisements are read 42% more than those in black and white.

• Colour increases brand recognition by up to 80%.

• Colour boosts memory by adding an extra stimulus for the brain.

• Colour can also save you money on operational costs, specifically on cooling and heating.

Why does the right colour scheme matter?

Here are the main reasons why choosing the right colour scheme for your retail store matters:

• It tells your brand’s story
  
  Every aspect of your retail store fit out should reflect your brand, especially the colour scheme. In fact, as we mentioned above, colour can increase brand recognition by up to 80%. In this way, your store’s colours almost become a silent language that can subtly influence your customers’ perception of your brand.

  However, be sure to remember that frequently changing your store’s colour patterns can confuse shoppers, so you want to remain consistent throughout.

• Makes customers feel comfortable and calm
  
  Shoppers should feel at ease and secure from the minute they enter your store right up to the moment they leave. To ensure this, you’ll want to use a colour scheme that exudes calm and tranquillity, like the lighter shades of blue.
  

• It projects luxury

  This point is specifically aimed at stores that aim to project luxury, style and class. The right colour can make even the cheapest fragrance seem like an expensive cologne.

• Alerts your shoppers to certain products

  Shoppers’ eyes are immediately attracted to bright, vivid colours like yellow, orange and red. Therefore, these are the best colours to use when you want to draw attention to certain displays or products.

How to pick the right colour scheme for your store

The colour scheme you pick for your retail store should involve more thought than just which one you like the most. Here are a few things to keep in mind when choosing a colour for your shop’s fit out:

• Target customer

  Every business across all sectors and industries has a target customer that they try to connect with and attract to sell their product or service. Retail stores are no exception, which is why it is highly suggested that you paint your retail store according to the age and gender of your buyers, as it will have a direct impact on their thought process.

• The age group of customers

  Research shows that teenagers and younger shoppers are more likely to be attracted to vivid, bold colours, while older and elderly customers tend to prefer soft and subtle paint colours.

  This information is important because your target audience will more than likely consist largely of a specific age group, and having the right colour scheme will influence them to purchase your products.

• Size of your store
  
  The size of your retail store will play a big role in deciding which colour scheme you should go with. For instance, high cavernous areas should have ceilings painted with darker hues to give the illusion of the roof being closer to the customer, which, in turn, enhances the space. Smaller stores, on the other hand, should have ceilings painted with light colour tones, such as pitch, sky blue or even white, to give the appearance of more square footage.
  

• Traditional colours associated with your industry

  If your store sells organic, eco-friendly products then you want to create an atmosphere that relates to the merchandise, which means using a green colour scheme. Or if you stock beach or pool-related items then you’ll want to use different shades of blue.

• Think outside the box

  There are certain go-to colours that most retail stores use in their fit outs – usually red, blue, black and white. However, just because these colours are commonly used throughout the industry doesn’t mean that they will automatically be a good fit for your brand.

  This is especially true if you’re a smaller niche store, as it is critical for your business to stand out from the competition. Thus, you shouldn’t be afraid to think outside the box and get creative with colours outside the top choices.

What colours attract customers to buy?

Some colours are more influential than others when it comes to persuading customers to purchase products in your store. Here are the more compelling colours to use in your retail store:

• Green

  We tend to associate the colour green with organic and eco-friendly products. So, if this is what your store specialises in, it would be highly recommended to base your colour scheme around different shades of green.

  Plus, green is also the universal symbol for ‘go’, reminding us to move forward and grow – making it the perfect colour for buying decisions that are urgent and more permissive.

• Black

  Commonly associated with elegance, power and luxury, black is a highly adaptable colour that can be used as a background or as the primary colour in the logo and marketing materials, apart from the walls of the store.

  Since black usually alludes to exclusivity and luxury, it’s best used when selling high-end products, like cars, perfumes, jewellery and other expensive items.

  Furthermore, the colour also creates a calm and tranquil environment in the retail store, providing shoppers with the opportunity to pause and think before making a purchase.

• Red
  
  Red evokes urgency, risk and strength in people – and is not usually associated with joy or happiness – which means it should be used sparingly. Incorporating red into your colour scheme can trigger psychological reactions like elevated heart rates, sweating and pupil dilation in customers. This, in turn, reminds us of blood, which can come in handy when selling fitness and comforting products.

  In addition, red provokes a lot of emotions, making it the perfect colour scheme for retail stores that sell innovative products.

• Blue
  
  The colour blue has the best track record of attracting more customers and increasing revenue. It has the added benefit of inspiring calm and serenity in people, helping customers to relax and making them more susceptible to purchasing products.

  Blue is best used in retail stores that sell high-value merchandise with a lot of stakes on them.
  
  

• Orange

  A vibrant and eye-catching colour, orange creates an energetic and joyful environment in your retail store. This, in turn, can motivate customers to act and make a purchase decision right away.

Need help with your retail store fit out?

If you feel it's time to spruce up your retail store with a better colour scheme, then you’ve come to the right place.

Contractors.Direct offers a curated database of thoroughly vetted, quality contractors, interior designers and interior architects who can bring your vision to life, on time and on budget. Get in touch with us and we’ll be happy to connect you with the right people for the job.