The Impact of Color on Retail Product Displays


The use of color in retail product displays is more than just an aesthetic choice. It has a significant impact on consumer behavior and can ultimately determine the success or failure of a product. In this article, we will explore the power of visual merchandising and the role of color in product packaging when it comes to retail products.

Understanding Color Psychology

To understand the impact of color on retail product displays, we must first delve into the world of color psychology. Color psychology is the study of how colors affect human behavior and emotions. It is a powerful tool used by retailers to influence consumers and create a desired response.

Different colors evoke different emotions and can subconsciously influence our thoughts and actions. For example, red is often associated with passion, excitement, and urgency, while blue is linked to trust, reliability, and calmness. By understanding the meaning behind colors, retailers can strategically use them in their product displays to evoke desired emotions and behaviors in consumers.

The Power of Visual Merchandising

Visual merchandising is a marketing technique that uses visual elements such as color, lighting, and layout to create an attractive display and enhance the shopping experience. Color plays a crucial role in visual merchandising, which helps product display design that sells itself and can significantly impact consumer behavior. Let’s take a look at some ways color can influence our perception and purchasing decisions.

1. Attracts Attention

The use of bright and bold colors in retail product displays can attract attention and entice customers to explore the products further. For example, red is often used in clearance sales as it is eye-catching and creates a sense of urgency in consumers to make a purchase before the sale ends.

2. Creates a Mood

Colors can also create a mood or atmosphere in a retail environment. Warm colors like red, orange, and yellow can create an energetic and vibrant atmosphere, while cool colors like blue and green can give off a calming and relaxing vibe. Retailers can use this to their advantage by choosing colors that align with the desired shopping experience for their target audience.

3. Differentiates Products

Color can also be used to differentiate products and create a sense of variety in retail product displays. By using different colors for similar products, retailers can make it easier for consumers to distinguish between them and make informed purchasing decisions.

The Role of Color in Product Packaging

Packaging is an essential aspect of retail product displays, and color plays a significant role in this. In fact, 85% of shoppers say that color is the primary reason they choose to buy a particular product. The right color on packaging can make a product stand out on crowded shelves and catch the attention of consumers.

Color can also convey important information about a product, such as its brand, quality, and benefits. For example, green is often associated with organic and natural products, while black is often used for luxury items. By strategically using color in packaging, retailers can influence consumer perceptions and purchasing decisions.


The impact of color on retail product displays cannot be underestimated. It has a powerful effect on our emotions, behaviors, and purchasing decisions. As a retailer, understanding color psychology and leveraging it in visual merchandising and product packaging can greatly enhance the success of your products. Additionally, knowing the top tips to design a retail display that stands out and incorporating the right colors can create an engaging and memorable shopping experience for your customers. So, next time you’re designing a retail product display, remember to consider the impact of color. So, start experimenting with different colors and see the positive impact they can have on your retail business.