The Effect of Color in Store Design – Scholastic Study

By on January 25, 2013 — Updated on January 25, 2013

The results of a research conducted by Joseph A. Bellizzi, Ayn E. Crowly and Ronal W. Hasty suggest that the color can have customer drawing power as image creating potential in retail store design.

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Download: The Effect of Color in Store Design [PDF]

This is not a new study but facts would be very helpful for visual merchandisers and retailers when dealing with the application of color in the field.

To give you an overview of the content of the study, here are some interesting findings of the research and recommendations from the authors:

  1. Subjects may be physically drawn to warm colors, but feel that warm-color environment are generlly unpleasant.
  2. Warm color (family of yellow and red)environment are appropriate for store windows and entrnces as well for buying situations associated with unplanned impulse purchases.
  3. Cool colors (family of green and blue)are suggested for retail store and departments offering higher-price, higher-risk shopping goods where deliberation may be lengthy.
  4. Warm, tense colors in stituations where deliberations are common may make shopping unpleasant for consumers and may result i premature termination of premature shopping trip.
  5. Retailers (of course, including visula merchandisiers) may also experiment with warm colors for dipartment or floor display-entrances as way to draw customers and then cool colors within the center display area to create pleasant environemnt.
  6. Subjects perceived merchandise in a warm-color retail environment as being  more up to date than merchandise in a cool-color environment.
  7. Merchandise in the red evironment was rated as most up to date.
  8. The colors used in the study did not affect the perception of price nor quality of merchandise.


  • JOSEPH A. BELLIZZI, Associate Proffessor of Marketing, Colorado State University, Fort Collins, Colorado
  • AYN E. CROWLEY, Research Analyst, Lord, Sullivan and Yoder Advertising, Des Moines, Iowa
  • RONALD W. HASTY, Dean, College of Business Administration, University of Texas at El Paso, El Paso, Texas

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