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Colour is a powerful element in display. Some visual merchandisers say that it is the most important element. It is effective in attracting and holding customer attention. When a display concentrates on a single vibrant colour, the impact increases. When apparel is displayed, colour is often the primary fashion story or theme.
Proper colour combinations have a pleasing psychological effect, whereas jarring combinations may have a negative effect. Warm colours such as reds, oranges and yellows are stimulating and encourage activity. Cool colours such as blues and greens are restful, relaxing and more elegant in feeling. Neutral whites, grays and beiges are more conservative and less dominating in a display.
Colours and combinations suggest the season of the year, type of merchandise, age of customer and even the price level of the store. For example, typical fall colours include darker earth tones such as browns, Oranges and gold’s. Spring colours run to brighter colours and pastels. Store displays must take the season into account as well as fashion trends when planning colours.
Colour is a useful tool in projecting image and creating a mood. Colour is extremely important in display; merchandise fixtures are often organized according to colour. A common colour sequence used in arranging merchandise is white, yellow, orange, red, green, purple, blue, brown and black. Merchandise that is colorized has a far greater visual impact than does merchandise organized by some other manner such as style, fabric and brand.
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