Color is a huge part of the foundation of visual merchandising. Here’s the basics everyone should know:  The color wheel has twelve different colors including primary – red, blue, yellow; secondary –purple, green, orange; and tertiary – all the remaining. (pro-tip: print your own color wheel for reference until you have it memorized). Cool colors are from green to violet and warm colors are red violet to yellow green on the color wheel. Shades of hues (the color itself) are made by adding black and tints are made by adding white, which I find to be commonly misunderstood. Now, that we have established some basic principles let me explain the power of color. Each color has a deeper feeling that it stirs within people and can create a specific mood. That’s because colors have a psychological profile, which can change from region to region and person to person.

           

               There are seven main color schemes, but today we are going to focus on my favorite – Analogous. Analogous color schemes utilize two or more colors that are adjacent on the color wheel. Below I have shown two different examples of this technique (keep in mind that black, white, gray, and neutrals are not considered relevant colors). The Anthropologie window display is almost like a gradient from yellow to blue and use 5 hues from the color wheel. The blues, greens, and yellow give off a calming, happy, and natural mood, which appeals to the target customer. Overall, this window display makes Anthropologie look whimsical and inviting. The second display is Louis Vuitton. The six colors on the color wheel from red violet to yellow are showcased and create a lively, spontaneous, and bold look for the front of the store. A Louis Vuitton handbag is featured in the center and stands out against the pink light from the neon sign. The colors in this display present a trendy and imaginative mood. Both of these window displays are from very different retailers, but each creatively and artfully present the same type of color scheme. Isn’t it wild how these two images evoke almost opposite moods through the use of analogous color schemes?

              

               Color is a pathway into the consumers mind. So much can be understood and communicated through the use of color schemes and we need to take advantage of it. Want to attract new customers into your store? Try switching up the window display by using these tips about color to make it more visually interesting!