By Leah Swain, Contributor (Email me here)
Please note, this is post 3 of 6 on using the senses to market more effectively to customers in the retail environment.
Sight is so diverse in how it relates to your store! There are many things to consider in this category. Textures fit not only in touch but also in sight, (see above.) Not only the simplicity of how an item is displayed, whether is it shelved or hanging, but where it is displayed is crucial as well. Products at eye level are normally more popular, as they are easier to see. Also grouping different items together help to push secondary items that are normally forgotten. I think of Nelly in her dry goods store. She is sure to have specialty muffin liners next to the muffin mixes but also near baking supplies.
Displays should be made using the textures, colors, and similar items grouped in an eye-catching array. They should use colors and tones that draw the attention to the items you are selling while affiliating the same emotion that the customer will have from using such Items. See the photo above? Jonas’s wonderful sales associate made the above display from chicken wire and papier-mache. It pulls in your attention using dried grass (it was spring at the time) and the texture on the faux logs giving you the feeling of being in nature. Tis is perfect for the product they are displaying for sale! All weather boots, fishing apparel, and later they added a fishing pole and tackle box. All the items are grouped perfectly as it makes sense to purchase them all together. Perhaps the customer had intended on buying a tackle box and is now reminded the boots he wore last time were leaking.
Window displays should focus on in season themes without signage. This is to draw “window shoppers” off the sidewalk into the store. People are naturally draw to seasonal decorations as well as in season items. Use that to your advantage!
Just as textures convey a certain emotion or expectations, colors also affect a person’s mood and memory. Think of Fast Food. What two colors come to mind? Most people will recall Red and Yellow (or Red and Orange) in association with fast food. The interesting thing here is those two colors are iconic in the food industry, think golden arches in the 80’s! Is it a coincidence that it reminds us of Ketchup and Mustard? These colors have been shown to increase appetite, however when used repeatedly in one area can cause anxiety and drives people away. Just what you want in a fast food restaurant, eat and run so the next person and do the same! On the other hand, deeper colors, such as blue, reduce your appetite and make you feel like staying a while. Let’s get more information on colors:
- Red: Anxious, Aggressive, Attracts Attention, Deep shades Romantic, increases Appetite, Use for Sales notices, or in dark corners to draw the eye
- Yellow: Cheerful, Inspiring, uplifting, appeals to children. Embodies Sunshine and happiness. Use in spring displays, or in bakery displays to enhance lemon flavors.
- Orange: Exhilarating, Increases Appetite, also makes one believe an item is high end. Use in fall displays, food orientated businesses, and to excite a customer about a product.
- Purple: Creative, Aristocratic, Mysterious, Spiritual. Use for crafting item, creative writing, magic, or religious displays.
- Pink: High Energy, Fun, Romantic. Appeals to young girls and all athletes. Promotes youth and wellness. Use in moderation however as it is a shade of red and can be overwhelming. Use to display exercise equipment, active toys and game displays.
- Brown: Stable, Natural, Durable, blends in and moves the eye away. Use in high traffic area as a lead color. Too much Brown can have a negative effect.
- Grey: Use grey to bolden and enhance other colors in the display or signage.
- White: Pure, Simple, Easy to Use, Clean, Fresh. Too much is overwhelming and blinding. Off set with grey when needed to reduce the brilliance. Use in creative displays, to remind one of snow for seasonal products.
- Warm Colors: Reds & Yellows. Favorable in seaside and tropic locations.
- Cool Colors: Blues & Greens. Northern Climates.
- Bold Colors appeal to younger teens, while subtle colors and pastels appeal to seniors.