There are different tastes: psychocoloristics in marketing
Posted: Thu Feb 20, 2025 3:44 am
The ability of color to change the spatial and emotional perception of material objects was noted a long time ago. But only relatively recently the foundations of psychocoloristics (or color psychometry) - the science of mental perception of colors - began to be applied in empirical retail marketing, in particular, in planning the exterior and in organizing the interior space of shopping centers. It has now been proven that color has a profound psychoemotional impact on a person. The perception of color evokes a range of complex associations in a person. This phenomenon is complex and consists in the fact that a certain color excites certain emotions, images, sensations in a person, the centers of the brain responsible for the work of other senses (taste, hearing, smell, touch) are included in the work. In addition, color involves imagination and memory.
With the help of color, you can "lift" or, on the contrary, "flatten" the building of mexico mobile database the shopping center to the ground, make it "wider" or "narrower". Using certain colors and color combinations, you can "expand" the interior space of the shopping center or, on the contrary, make it more cozy and intimate. With the help of color, you can make the object "more significant" or "more frivolous" in the eyes of potential visitors. The same applies to the color highlighting of individual shopping areas, external and internal merchandising, advertising design of stores on the territory of the shopping center.
It is quite difficult to conduct a "color diagnostics" of an existing shopping center and it is better to entrust this matter to specialists in psychocoloristics. For the purposes of express diagnostics, you can conduct informal observation of the behavior of visitors to the shopping center.
Management company marketers should be wary of two directly opposite situations:
excessively high speed of visitor traffic along shopping malls, excessive “purposefulness” of visitors in their movement around the shopping center, gazes rigidly directed forward as they move;
disoriented, uncertain behavior of visitors, a large number of “wandering”, seemingly confused glances.
In the first case, a possible reason for the described behavior of visitors may be a monotonous, emotionless color scheme of the interior retail space (for example, a "sterile" design in white and gray). One of the possible reasons for the second problematic situation is a color imbalance or "color eclecticism" - excessive variety or imbalance of colors. This situation is characterized by the fact that the color scheme of the interior space - the floor, trade and technological equipment, interior items, decor, advertising - does not produce a holistic emotional impression on visitors, creating a feeling of unconscious psychological dissonance (in psychology, this phenomenon is called cognitive dissonance).
In order to provide recommendations on the use of color in experiential marketing of a shopping center, we will provide brief psychometric and marketing characteristics of primary colors.
With the help of color, you can "lift" or, on the contrary, "flatten" the building of mexico mobile database the shopping center to the ground, make it "wider" or "narrower". Using certain colors and color combinations, you can "expand" the interior space of the shopping center or, on the contrary, make it more cozy and intimate. With the help of color, you can make the object "more significant" or "more frivolous" in the eyes of potential visitors. The same applies to the color highlighting of individual shopping areas, external and internal merchandising, advertising design of stores on the territory of the shopping center.
It is quite difficult to conduct a "color diagnostics" of an existing shopping center and it is better to entrust this matter to specialists in psychocoloristics. For the purposes of express diagnostics, you can conduct informal observation of the behavior of visitors to the shopping center.
Management company marketers should be wary of two directly opposite situations:
excessively high speed of visitor traffic along shopping malls, excessive “purposefulness” of visitors in their movement around the shopping center, gazes rigidly directed forward as they move;
disoriented, uncertain behavior of visitors, a large number of “wandering”, seemingly confused glances.
In the first case, a possible reason for the described behavior of visitors may be a monotonous, emotionless color scheme of the interior retail space (for example, a "sterile" design in white and gray). One of the possible reasons for the second problematic situation is a color imbalance or "color eclecticism" - excessive variety or imbalance of colors. This situation is characterized by the fact that the color scheme of the interior space - the floor, trade and technological equipment, interior items, decor, advertising - does not produce a holistic emotional impression on visitors, creating a feeling of unconscious psychological dissonance (in psychology, this phenomenon is called cognitive dissonance).
In order to provide recommendations on the use of color in experiential marketing of a shopping center, we will provide brief psychometric and marketing characteristics of primary colors.