Color Psychology and the Art of Persuasion
Selling is an art of persuasion. There are a variety of active and passive techniques that go into influencing a shopper’s purchasing decision. Many of the most effective passive techniques are visual cues. As people, we receive and process countless visual cues that subconsciously and consciously affect us each day. Body language, text, light, and most importantly: color. Marketers have used color psychology for decades to elicit different emotions and reactions from their audience. Consumers also use color psychology, especially when selecting home goods, décor, and linens.
PANTONE Color Institute recently announced their 2017 Color of the Year: Greenery. The yellow-green shade is reminiscent of the first days of spring and new beginnings. Green is considered nature’s neutral color. It has a calming and refreshing effect. Yellow is an extremely active color. It is the brightest color in the visible spectrum and the most noticeable to the human eye.
As we embark into 2017, consumers are searching for a fresh start after a rollercoaster 2016. Leatrice Eiseman, executive director of PANTONE Color Institute, says, “Greenery bursts forth in 2017 to provide us with the reassurance we yearn for amid a tumultuous social and political environment. Satisfying our growing desire to rejuvenate and revitalize, Greenery symbolizes the reconnection we seek with nature, one another and a larger purpose.” Greenery is a trans-seasonal color with versatility that can be combined with neutrals, bright tints, deep shades, pastels, and even metallics. Just like Rose Quartz, the 2016 Color of the Year, was pervasive throughout the home décor and design industries, Greenery is expected to be a best-selling shade throughout the year.
When stocking inventory for 2017, consider diversifying your selection with Greenery and Greenery-inspired colors and patterns. Especially as we approach the spring months, consumers are looking to ditch the heavy, dark linens that are currently in their homes in exchange for bright, lightweight alternatives. Give them the fresh start they are looking for by displaying bright, high-quality linens and textiles.