Colors can impact our mood and how we feel about a certain product, display, packaging collection, you name it. Retailers who identify and tap into that frame of mind will have a distinct advantage over their competition. Pantone Color Institute forecasts color trends and works with companies to maximize their marketing strategies through the use of color. As Pantone suggests, “When 80% of human experience is filtered through the eyes… the choice of color is critical”.
Packaging is the party of a purchase. Imagine getting a birthday cake that has no personalized touch. No “Happy Birthday Jane”. Or a birthday card that only has the generic text printed inside. Not signed by anyone. It’s disappointing to even think about. Blank and boring packaging is that cake and card for your customers. Custom packaging does more than you think.
Recent scientific research of the impacts on colors in marketing activities reveals that 60 to 90 percent of the consumer’s decision about a product is based on colors. When it comes to communicating a brand’s function and a package’s appeal, color is one of the most significant variables. Bear in mind that the psychological reaction to a color, and associated logo or brand, ultimately depends on the consumer’s personal experiences and preferences.
Color Psychology Matters in Marketing
A consumer’s purchasing intent is impacted by colors because the aesthetics influence the perception of the brand. That is, the colors define how consumers interpret the company’s logo, brand and personality. It is no secret that certain brain functions, such as cognitive heuristics, biologically condition the individual to focus on familiar and safe things. When creating a brand identity, color is the best way for a small- to medium-sized business to differentiate themselves from competition. Brands and logos that present a dominate trait, such as sincerity, excitement, competence, sophistication and ruggedness, can create a bond with the customer and continue to grow a customer relationship with them. Continue reading
One of the most popular trends of the past year has been how brick-and-mortar retailers are revamping the experiences they provide for customers. Anyone can sell an item, but the companies that last are the ones that invest in crafting a unique story that connects them with their customers. Studies show that customers love experiences and companies are going the extra mile to create new ways to give them the best. The newest innovation on that front comes from a start-up in Denver called Spruce-Bot (Check out the bot in action). While mobile POS devices and store apps (Think Amazon Go.) have been moving steadily into the storefront, Spruce Bot is going in a different direction. Continue reading
In the world of retail marketing, competition is fierce. Not only does everyone have access to selling the same products, they all use the same means of advertising, from newspapers ads to social media. It seems that the only way to get ahead is to spend more money in an effort to get better exposure. But there is a better way. It’s known as visual merchandising.
Visual merchandising isn’t new, it’s been around as long as the “display window” has; but very few companies use it both efficiently and effectively. Let’s look at 4 ways to get the most out of your displays. Continue reading