When it comes to retail store interior design, the key word is emotion, and the choice of colors becomes paramount in conveying feelings, conveying purchases and making customers feel at home.
About 73 percent of purchasing decisions are made in the store, where on average a customer in about 90 seconds gets an idea and makes a judgment, often based precisely on colors. Color, in fact, increases brand recognition and aids memory by actually adding extra stimulus to the brain aimed at purchase. But let’s see how to choose the right color for you!
Use colors to appeal to your target market
Selecting your target audience is always important in marketing strategies and also in choosing the right interpor design. For example, young people are most attracted to fresh, bright and bold colors, while older people prefer pastel tones.
If your target audience consists mainly of women probably the perfect colors are blue, purple and green, while if your target audience consists of men then the favorites are blue, green and black. If your product works best as an impulse buy, you may want to use black, royal blue or red-orange.
One must, of course, take into account the sector in which one operates: a bakery will tend to use the wood color that recalls the wood-fired oven in which the bread is baked to convey a sense of authenticity and tradition; a pastry shop, on the other hand, favors white because it recalls cleanliness and order, as well as trivially the cream used in the preparation of many desserts.
The psychology of color in interior design
“The human brain is not designed to navigate the retail environment. But the retail environment is carefully crafted to navigate the peculiarities of the human brain.”
CESTRIAN
Assuming that the purchase decision is made from the heart and the brain works to “justify” the purchase, we can say that:
– Red is the color of attention, which increases heart rate, reduces analytical thinking and requires immediate decisions, so much so that it is often used to signal discounts! It is also used in the food business because it increases appetite (see McDonald’s, Burger King, KFC, etc…);
– Pink evokes serenity and romance and is used for a primarily female target audience;
– Orange is the color of happiness, enthusiasm, energy and generates a positive effect on people, motivating them to purchase;
– Blue inspires trust and confidence, which is why it is often used by companies in the field of technology (Samsung, Facebook, Twitter, etc…). In the field of food, however, it is widely used because it is reminiscent of the calmness of the sky and the sea, and thus it is particularly used in stores that deal with seafood cuisine;
– Black expresses strength, authority and class and is suitable for drawing attention to certain products by conveying the idea of high quality.