Color and Retailing Case Study

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Color Priming

What do you think of the influence of color on consumer perception of freshness?

Priming, particularly in a retail setting is pivotal to generating sales and revenue growth. Retail is a peculiar industry as the barriers to entry are relatively low. Theoretically, anyone can start a retail operation. The advent and subsequent utilization of the internet creates further competitive pressures within the industry. Consumers now have more choice in regards to their purchasing decisions. Retails therefore must respond with tactics designed to encourage consumption and brand loyalty. Priming is one such technique that has been used by retailers for years. Priming, particularly through use of human senses provides an atmosphere designed to encourage enjoyable feelings, which ultimately translate into higher sales.

Consumers react fundamentally to colors because color helps humans simplify their surroundings. It is estimated that roughly 80% of information reaches our brains via our eyes. It means that we are instinctively more comfortable when colors remind us of something familiar. For example, a soft shade of blue triggers associations with the sky and a psychological sense of calm.

Color in particular is a profound method by which retailers can help influence purchasing decisions.

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For example, sales are often marked in red which creates a sense of urgency in regards to consumers. Red is synonymous with stopping at an intersection or danger, which evokes a sense of urgency and suspense. Sales signs marked in red for instance help convey the lack of a particular product and the unlikelihood of it being in the store after a certain period of time has elapsed. Consumers, fearing that the opportunity to purchase a particular product at a reduced price may be lost if they wait, rush to obtain the product. In addition, red often is used to signal traffic to stop. This same concept is used to help stop shoppers in hopes of generating interest in a particular product category. Red sale signs are generally placed deep within the store requiring consumers to stop to view the sign, and then if interested, walk through the store to look at the merchandise. As such, the consumer is exposed to….....

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