Retail Marketing and the Psychology of Color

Did you know that the colors used in any form of marketing  can have a major impact on your customers? Colors really can have an immediate emotional effect, changing a customer’s mood and/or their attitude to the content they are being presented with.

For retailers, whether they operate online, offline or both, understanding how the colors they use in their stores, on their website, within their product images and even in their retail packaging and physical marketing collateral (flyers, brochures, catalogs etc.) is of special importance. They can set the tone for a retailer’s brand in general, encourage additional purchases and more.

As a smaller retailer though you can only make use of the psychology of color in your business and marketing efforts if you understand it yourself. It is possible to study the subject for hours on end, but for a very busy business owner simply knowing the basics can be a big help. That’s why we created the infographic below.

By recognizing how color influences us, retailers are better able to induce feelings of warmth, intimacy or serenity — or, by using more vibrant palettes, to excite or stimulate. It’s about understanding target markets, the product lines to appeal to them and the kind of brand the retailer wants to convey. Lastly, it’s about conveying that brand though color and design. And we hope this piece provides you with a great place to start.

Koehler Home Decor is a wholesaler of home decor accessories and unique gifts. Source quality wholesale merchandise at and find tips for promoting your business on our blog.

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