The right palette can improve response
By Lois Boyle
There's a reason catalogs aren't printed in black and white: Color sells. How can you sell denim without showing the blue? Or oranges without, well, orange? While color is crucial to accurately presenting products, it's also important to use color as a tool to attract attention and maintain visual interest.
The following is a list that designers should consider when selecting a palette.
1. Support of Brand
Some catalogs are easy to recognize by their use of color. Why? Because they've established a well-defined color palette, and the color scheme becomes essential to their brand identity.
Victoria's Secret urged customers to "Think Pink." Not only was this a marketing slogan, it was a reminder of the color that people identify with the brand. Sharper Image is another example. It uses dominant black with splashes of vibrant pink and blue so consumers know exactly whose pages they're perusing.
Creative and consistent use of color tells customers who you are, and helps separate yourself from the many other catalogs in the mail.
2. Shopping By Color
The majority of individuals shop within a primary or secondary color palette they're comfortable with.
If you love wearing black, your eye naturally will gravitate toward black garments. Savvy merchandisers share this information with designers so successful palettes can be presented in key hot spots.
3. Tie a Spread Together
Sometimes a merchandise concept is built around a color scheme. For instance, Coldwater Creek (below) uses color to tell a story when building spreads. Instead of selling two to three apparel items in the same color, it includes jewelry, shoes and even household items in that same color scheme. If a woman likes an item, chances are good that she likes the color and would be willing to buy other items in the same scheme.