Make color work for your store with these three pointers from savvy retailers:
1. Use Colorful Window Displays to Attract Attention. If your store has a window display, you have prime real estate to entice potential customers walking by. Bill Horton, creative director of the three Pinto Ranch locations in Houston, Dallas and Las Vegas, says color is his method of choice to attract walk-in customers.
“I think color is one of the very first things that a person notices,” Horton says. “You basically have six seconds to capture the attention of someone passing by. To do that, you either do it with color, you do it with texture, or you do it with some sort of ornamental accent like a prop or a fixture that is extraordinary.”
2. Tell a Color Story. Invite customers to wander through your store by weaving colors into displays around your location. To create a display, Starr Zizza, co-owner of Rusty Spur Couture in Kansas City, Missouri, starts with one product and builds around it. She finds she’s able to upsell other items when they’re grouped this way.
“I make a color story,” Zizza says. “If a product I’m wanting to feature has a certain color in it, than I’m going to find other products that complement that color and keep the whole story going.”
3. Make Color Move. Dolores Smith, co-owner of Smith and Western Online in Wickenburg, Arizona, rearranges her traveling store twice a year to emphasize the new spring or fall items. She uses colors in the latest trends to draw attention to the new displays she’s moved to the front of the store, where they are guaranteed to attract the eye.
“Each winter I’ll put the fall [items] to the back and put the new spring collection at the front,” Smith said. “I move collections back and forth to make them look new. Every six months, I always switch.”