Visual Merchandising

1. Visual Merchandising Chapter 2 Color and Texture

2. What you will learn • The relationship between color and visual merchandising • The common associations with, and reactions to, various colors • Warm and cool colors • The concepts of color mixing and of value as it relates to color • Primary, secondary, and tertiary colors

3. What you will learn, continued • The difference between a tint and a shade • The relationship of colors to each other on the color wheel • How neutral colors are best used in store design • The relationship between texture and color

4. Color and V.M./Display • Color is the biggest motivation for shopping. Consumers buy color before they buy size, fit, or price. • Many stores will introduce new color palettes each season: • GAP • Lacoste • Crocs

5. Color and V.M./Display • Color not only is chosen carefully for merchandise but for V.M./Display as well • Retailers consider color as a way to draw shoppers into the store and KEEP them there. • Color says something about the kind of store, merchandise and market the retailer is trying attract.

7. Color • A sensation of light that is transmitted to the brain through the eye. • This light consists of waves of energy that travel at different wavelengths • . • The colors or huesthat the human eye can detect are called the visible spectrum • Other wavelengths that humans cannot detect include: gamma rays, x-rays, ultraviolet light, and infrared light.

8. Physical and Psychological Reactions to Color • Color psychology is very important in visual merchandising • Color can immediately create a mood • Color can make us “feel’ hot or cool • Color taste can change dramatically over time

9. How can we tell what colors are “in”? • COLOR FORECASTERS • CMG-Color Marketing Group • Pantone

11. Yellow

12. Orange

13. Red

14. Pink

15. Green

16. Blue

17. Purple

19. Color Families • Warm • Cool • Neutral

20. Color Mixing

21. Color Schemes

22. Using Color to Promote Color

23. Texture