Colour scheme is an extremely important factor that brands tirelessly contemplate when designing products and packaging. However, this influence is not limited to just merchandise. Colour also plays a role in the overall layout of the retail store, and (whether they realise it or not) can affect customers’ purchasing decisions. According to Shopify, customers make a decision about a store within 90 seconds of viewing. Believe it or not, roughly 62% to 90% of those decisions are based solely on colour. Furthermore, the same study found that 85% of consumers listed colour as the main reason they bought a particular product.
The five senses can be powerful allies to any organisation, and especially true for brick-and-mortar retailers who have the unique opportunity to enlist all of the critical human senses – sound, touch, smell, taste and sight – to help turn a “window shopper” into a paying customer. For brick-and-mortar retailers, sight is by far the single most powerful and influential sense and much research has been devoted to this topic. But all the experts agree: having the right visuals in-store can make or break the sale.