1. Chapter 2 Color and Texture
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 hues that 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