Retail Store Design and Merchandising Guidelines: Color and Lighting

The color choices you make for your store are very important. It is critical that you know who your target customer is so that you can design your store to match the look and feel that attracts them and makes them feel comfortable. Sample descriptions of colors and the moods associated with them are shown below:

Color & Texture – People react to color and it will impact your sales!

·         Yellow – Optimism, Relaxation, Acceptance, Innovation
·         Orange – Friendly, Sociable, Overt, Exciting, Vibrant
·         Red – Exciting, Stimulation, Loving, Powerful, Sexy, Assertive
·         Pink – Sweet, Loving, Girlish
·         Green – Alive, Cool, Growing
·         Blue – Cool, Calm, Comfortable
·         Blue / Green – Sensitive, Restful, Alive
·         Peach – Warmth, Happy, Excitement, Smiling
·         Rust – Earthy
·         Violet / Purple – Regal, Aloof, Cool, Distinctive
·         Grey – Range from Highly Elegant to Depressive
·         Brown – Earth, Home, Simple
·         White – Innocence, Hope, Sterile, Antiseptic
·         Black – Night, Mystery, Sexy, Sophisticated
·         Shadows – Shadows are color too!

Color Groupings
·         Warm, Aggressive, Spirited – Red, Orange, Yellow, Pink, Rust, Peach
·         Cool, Receding – Blue, Green, Violet, Blue / Green
·         Neutral – White, Black, Grey, Brown

Textures can also be used with colors to make a statement. Examples of these are:

·         Satin
·         Smooth / Shiny
·         Rough
·         Velvety

While selecting colors, the design lines that you create in your store should also be considered.

The lines (lines your eyes follow) you employ set a “subtle direction” for your customers. Different design lines can suggest different moods. Examples of these include:

Vertical lines – Strength, Pride, Majesty
Horizontal lines – Peace, Calm, Restful
Curved / Arched lines – Grace, Charm
Diagonal lines – Action, Forceful, Dynamic

Related to color are the lighting choices you employ. Your lighting choices are also very important and will play a role in creating a mood in your store that will either stimulate more sales or it may encourage shoppers to leave. Examples of some lighting options include:

Lighting Choices Make a Difference

·         Florescent
      o   Less expensive
   o   smooth white light
   o   Check Colors and Faces
·         Incandescent
   o   Warm
   o   Can be combined with Other Lighting for Effect
·         High Intensity
   o   Bright Spots
·         LED
   o   New
   o   Expensive to Install