Choosing the colour for a product – whether it is a textile, a sweater, a car or a chair – can sometimes feel like a daunting prospect. What if you pick the wrong colour? The consequences might be dramatic – the product might be a good one, but it could still flop if the colour isn’t a hit with consumers.
Brand positioning vs. using colours to boost sales
Some colours may generate attention but not pull in many product sales. They might be of value in the positioning of the company and the brand, even though they have low sales volume. Other colours may sell a lot, but attract little attention. Getting the balance right between these two poles is the important thing to master. Different colour shades can target different audiences, while some shades are rarely popular. In purchasing situations, 85% of customers state that colour is the most important criterion; therefore we say that targeted colour use can be a very effective sales tool.
Single colours or collections
While a collection of colours should remain relevant for several years, choosing a single colour can feel less permanent. However, the market is moving towards sustainability and product longevity, and customers expect that a single colour will last a long time, meaning its selection should be just as important as a colour collection. This does not mean that you have to choose boring colours, because fortunately we are entering a more colourful era than we have seen in a long time.
The Colour Studio delivers colour palettes for both small and large projects (products or collections) and works closely with designers and brands to ensure that the vision is realised. The studio can also offer advice and research on the selected colours, which will be an important part of the finished product.