Colors influence the psychology of consumers and define, to a certain extent, the way they feel, think and share in a place. That is, the colors have a strong influence on the purchase decision.
After the pandemic, the view of a business is decisive for a customer to buy there. For example, a dilapidated, neglected and old restaurant can appear dirty and give a bad impression to the customer, preventing them from entering and consuming.
“The famous saying ‘love is born from sight,’ is a reflection of the effect that visual stimuli have on all people,” says Héctor Escamilla, Director of Strategy and Professional Specification at PPG Comex.
According to the study The Impact of Color on Marketing, 90% of purchasing decisions are influenced by the use of color, therefore, the manual De Pinta Por Mi Local de Comex, details what sensations the business transmits according to to its color and how to create a better feeling.
Hygiene
The colors, smells and textures that refer to concepts of cleanliness, safety and freshness convey hygiene, which is important for any business, especially after the pandemic, as consumers seek clean places to shop and thus avoid, to the extent possible, Covid-19 infections and diseases.
It is recommended to use light or bright colors and have good lighting, also opt for modern materials and finishes that are antibacterial and/or easy to clean, such as: copper elements, paints, sealants and coatings with antibacterial and antiviral properties.
“Pay special attention to elements with high traffic and with which the user has direct contact, such as: doors, floors, counters, railings and handles. Lean on sensory resources that help you enhance the experience such as good ventilation and flavorings or scented plants that provide a sensation of freshness”, highlights the manual
Amplitude
Providing a sanction of amplitude can be achieved by reducing the saturation of physical elements, using light and bright colors in small spaces.
You can also choose to look for different ways to accommodate the physical and visual elements, seeking greater distance between them and more order. It’s okay leave empty spaces or clean walls.
“The spaces and the configuration of the elements in a more symmetrical way favor the sensation of cleanliness and visual order, generating the idea of spaciousness”.
Agility
Reduce the time the consumer spends in the store avoid crowds and generates a greater sense of security, to achieve this easy, intuitive and fast experience, it begins by simplifying spaces and experiences.
“The use of color can help you generate psychological divisions of spaces so that the user can more quickly identify the place where they should go.”
It ensures that there are good circulation spaces and reduces the number of elements that can confuse the user, and the number of decisions that must be made in the store, a shorter or better categorized menu or portfolio of products can help you in this regard.
Calm
Regardless of the line of business, it is important that the premises transmit calm, confidence and familiarity, to achieve this it combines colors and textures that refer to familiar and welcoming spaces. Wood and textiles are ideal.
The De Pinta Por Mi Local manual recommends using rounded shapes instead of straight lines, because they help create a softer and more welcoming atmosphere.
Lighting is also important to provide a sense of calm, but if your business requires harsh or cool lighting, try combining it with neutral or warm lighting in spaces where possible.
Finally, rely on textures in different elements, such as furniture, shelves and walls to generate a slight sensation of movement and warmth.
Remember, after the pandemic, consumer expectations have changed and it is necessary to address the new priorities to maintain business and offer a better service.
