The brain is a powerful thing. So powerful, in fact, that it immediately reacts to virtually everything you come into contact with, including the color of the walls of the room you are in.

Scientists have spent countless hours conducting research and experiments to determine how different colors affect our mental state and have discovered some very useful and interesting results. From their overall mood to making purchasing decisions, you have a chance to influence a shopper’s entire experience in your store by choosing the right color.

How to Use Colors to Positively Influence Customers

Determine Your Goals

How would you like customers to spend their time in your store? Some stores are looking for customers to quickly make a purchase while others would rather have them stick around and browse for a while. Keep in mind that this decision should not be taken lightly; it has been proven that our minds are programmed to react emotionally to different colors and patterns. You have a real opportunity to influence shoppers from the moment that walk into your store until the minute they bring their full shopping cart to check out.

Set the Mood

Stores that utilize warmer colors, such as orange and yellow, will create a welcoming environment that invites shoppers to stick around. Shoppers that spend more time browsing in your store will be more likely to make add-on purchases or finding something they didn’t even have in mind initially. Colors on the cooler end of the spectrum will produce a calm environment where shoppers free comfortable and stress-free. They will not feel rushed and take their time before deciding on a purchase.

Grab Their Attention

As colors have the ability to elicit a response from a customer, they can be used to highlight certain products or sales. Bright and bold colors will grab shoppers’ attention and steer them towards products you are promoting or trying to sell. One of the most common examples of this technique is how stores use the color red. Whether is a stop sign or ambulance light, the color red is instantly associated with stopping and noticing, which is why retail stores have been using red signs to indicate sales and clearances for years. Be careful not to flood them with a sea of red, though, as it is also the color most people associate with anger, which could end up bothering customers and making them feel pressured.

Define Your Brand

Having a consistent look between your store and your branding elements can lead to customers associate the colors of your logo with your store. Finding a way to subtly incorporate your company colors into the colors used in your store is a very effective way to build brand recognition with your customer base. This doesn’t mean you simply paint your walls the color of your logo and wait. Find more innovative ways to include your brand’s colors, such as lighting fixtures or even merchandise tags. Remember, consistency is essential to building brand recognition.

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