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Colour is a powerful tool in exterior displays. It can aid creativity for exterior window displays and can have a unique effect on the consumer. The use of color can create atmosphere, grab the attention of by-passers, and attract them to the store. Different colors can trigger different emotional responses. For example, blue can trigger a calm response, green and brown can promote restfulness, warm
colours such as red, orange and yellow can initiate exciting, cheerful, friendly, vibrant, simulating reactions, purple can give the impression of elegance and sophistication, while grey colours can give off a depressing, dull feel. Using colors that associate with a certain product or brand representation is also a useful technique when planning window displays. For example, using neutral colors such as green and brown when promoting environmentally friendly products is favorable, as they give off an earthy, relaxing effect; therefore, the consumer perceives those products as environmentally friendly.
Colour is a significant tool used in visual merchandising. It can be used to influence the behavior of consumers and evoke different reactions. Each color can make consumers feel a different emotion, and therefore, retailers will use colors selectively to help consumers make associations about their products on display.Bright and warm colors such as red and yellow can be used to attract attention as well as excite the viewer.Cooler colors such a blue and green gives a calm and tranquil response to the viewer while purple gives the feeling of sophistication and elegance. A mixture of colors to create a contrasting background to the products on display can have a high recall rate by consumers.International retailers need to be wise on their choice of colors used in visual merchandising as colors take a different meaning in different countries. For example, red is seen as a color of luck and good fortune in many Asian countries while it represents danger and excitement in Western countries.Therefore, global retailers are not able to use one set of colors for their visual merchandising across all their stores around the world.
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