Colours and Textures in Retail Design: How to Subconsciously Influence Customers

You walk into the shop and immediately feel its atmosphere. You might be surrounded by soothing shades of blue and green that feel harmonious and trustworthy. Or you're assaulted by red and orange sale signs that motivate you to make a quick purchase. You don't even think about it, but your mood and decision-making have already been affected.

Colours and textures are not just aesthetic elements of retail design - they are powerful tools that shape the customer experience and subconsciously guide their behaviour.

How does colour psychology work?

Each colour evokes a certain emotion. It's no coincidence that luxury brands opt for dark, muted shades and sports stores full of energy rely on dynamic colours. Colours can calm customers, encourage impulse buying or give them a sense of exclusivity.

Warm colours: energy and impulsiveness

Red, orange and yellow are the colours of action. They attract attention, stimulate the brain and encourage quick decisions. That's why you'll see them in fast food joints, sale zones or shops that want to get customers to make an immediate purchase.

• Red - Raises the heart rate, creates a sense of urgency (discount ends in 24 hours!).
• ‍Orange - Feels friendly and encourages interaction, great for creative brands.
• ‍Yellow - Exudes optimism, but can be aggressive in large quantities.

Supermarkets often use red and yellow signs for sale products, as these colours get customers to make quick decisions.

Cool colours: calmness and confidence

Blue, green and purple are the colours of sophistication and coolness. They work well in environments where customers need calm and time to make decisions - such as premium boutiques, wellness studios or organic stores.

• Blue - Creates a feeling of credibility, suitable for banks and high-tech shops.
• ‍Green - Associated with nature and health, ideal for organic products and cafes.
• ‍Purple - Symbol of luxury, used in exclusive perfumeries and fashion boutiques.

Premium cosmetic stores choose subtle shades of purple to emphasize the luxurious nature of their products.

Texture: the hidden language of materials

Colours may catch the eye, but textures affect customers on a deeper level - linking visual impression with tactile sensations. When you touch the smooth velvet of a chair in a luxury boutique or feel the rough wood panel of a rustic café, it immediately evokes a certain feeling.

Rough vs. smooth surfaces

• ‍Rough surfaces (stone, wood, concrete) - Evoke authenticity and naturalness. Great for eco-shops or industrial interiors.‍
• Smooth and glossy surfaces (glass, metal, plastic) - Appear modern and exclusive, ideal for tech stores and premium brands.

Combination of textures for maximum effect

• ‍Wood + metal - Popular in industrial style, adds warmth and modern contrast.‍
• Velvet + Gold - A luxurious combination for the high-end segment.‍
• Concrete + Glass - Minimalist elegance that works in tech and urban concepts.

Luxury hotels and fashion boutiques often use velvet seats and gold elements to create a feeling of exclusivity and comfort.

How to combine colours and textures into a perfect whole?

• Know your customer. Young people appreciate bold and playful colours, while the premium segment is looking for elegant and sophisticated tones.
• Maintain a visual identity. The space should reflect your brand - an organic store will look different than a luxury showroom.
• Don't be afraid of contrasts. Combining warm and cool colours or smooth and rough textures will create an interesting dynamic.

Cafés connected to the bookstore often choose dark woods, soft textiles and warm tones to create a cosy atmosphere that encourages sitting for long periods of time.

How do colours and textures support your success?

The right colours and textures aren't just decoration - they're a strategy. They help create an atmosphere that:

• Strengthens the customer experience.
• Influences decision making and increases time spent in store.
• Emphasises brand identity and increases brand memorability.

Customers are not only driven by reason, but also by emotion. And colours and textures are what shape these emotions. How will customers feel when they enter your store?

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Source:

• Color Psychology in Retail Design - a study on the influence of color on customer behavior.
• Pantone Color Institute - analysis of color trends and their impact on brand perception.
• Color Matters - research on the psychology of color in advertising and marketing.
• ‍Retail Design Institute - Information on the role of materials in the retail environment.
• ArchDaily - Retail Space Trends - Overview of design trends, including the use of textures and surfaces.
• Material Connexion - Database of material innovations and their applications in interior design.
• ‍Harvard Business Review - The Science of Shopping - A study of how the store environment influences customer decision making.
• National Retail Federation (NRF) - Trends in customer experience and visual merchandising.
• Google Scholar - Scholarly articles and research focused on retail psychology and design.‍