Martin M Pegler
Anne Kong
Visual Merchandising and
Copyright © Bloomsbury
Display Publishing Inc. 2018
7th Edition
Martin Pegler and Anne Kong All rights reserved. No
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Part 1:
Getting Started—Visual Merchandising and Display Basics
Chapter 2
Color and Texture
2
Color is the biggest motivation for shoppers –
people buy color before they buy size, fit, or price
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Texture adds depth and interest
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Psychological Reactions to
Color
• Yellow – sunshine, gold
• Orange – friendly, sociable
• Red – exciting, passionate
• Pink – sweet, lovely, pretty
• Green – alive, cool, “growing”
• Blue – cool, calm, comfortable
• Blue-Green – sensitive, restful
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5
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Psychological Reactions to
Color
• Peach – warmth, autumn
• Rust – deep, rich, earthy
• Violet/Purple – regal, high-fashion
• Gray – neutral barrier
• Brown – earth, hearth, home
• White – innocence, hope, light
• Black – mystery, sex, death
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Color Families
• Warm – Red, yellow, pink, rust,
brown, peach
• Cool – Blue, green, violet, blue-green
• Neutral – White, gray, black, brown
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Color Schemes
Analogous and
Adjacent Colors
8
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Color Schemes
Complementary
Colors
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Color Schemes
Contrasting
Colors
10
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Color Schemes
Monochromatic
Colors
11
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Color Schemes
Neutral Colors
12
Kong, Chapter 2 Published by Fairchild Books, an imprint of Bloomsbury Publishing Inc.
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Color and the Brand Identity
©2010 Fairchild Books, A Division of Condé Nast Publications.
Chapter 2 13
M. Pegler