By Eric Leuenberger
Color can be a powerful sales tool, as it drives mood, perception and what we like. Use colors correctly and the rewards can be great. Here are a few insights into the psychological effects of color, and how to use it to create a mood in your booth and attract the right crowd:
- Traditionalists are drawn to pastels, and impulse buyers tend to respond to red-orange, black and royal blue.
- Red draws attention, and evokes passion and excitement, and is most often used in conjunction with sales and promotions. It typically creates a feeling of need or desire and encourages immediate action.
- Yellow represents knowledge, joy, intellect, youth, happiness, energy, warmth and sunshine.
- Green is about wealth, healing, success, growth, nature, relaxation and abundance.
- Blue conveys knowledge, trust, wisdom, dependability, reliability, tranquility, calm, peace and cool. It is often listed as the most popular color.
- White is a color for purity, healing, perfection and virtue.
- Black is associated with fear, secrecy, luxury, sophistication, elegance and seduction. It is easy to overwhelm people with too much black, so be careful when using it.
As you contemplate your décor, signage and products, keep your sales goals in mind. Visualize the type of atmosphere that would attract your desired buyer and choose colors that would appeal to them. If you are selling an edgy product, for example, think red-orange, black and royal blue. If you carry children’s products and your appeal is to parents, try using blue, which conveys trust, and yellow, which is associated with happiness. A well thought out color scheme can do wonders to enhance sales.