THE RELATIONSHIP BETWEEN COLOUR AND VISUAL MERCHANDISING

colour is one of the most important and effective tools in marketing and communications. over the years fashion brands, retailers and brands make use of elements like colour to stimulate positive response and attract customers to purchase their products. colour  induces moods and emotions it also helps to position a company and differentiate it from its competition (Aslam2006).

Due its relevance in marketing and communication . colour has become an important feature of a  product as well as the visual merchandising of a store.  Visual merchandising is concerned with  how the product and the  brand is visually communicated to the customer and also whether this message is understood by the consumers (Kerfoot et al  2006). once the message is understood it is believed that it would lead to consumers purchasing the product. As such fashion retailers put  in so much time money and effort on their visual merchandising,. some fashion retailers  like Selfridges even take this to another level. colours are  important in this aspect because they exercise powerful effects and induce reactions based on instincts and association. colours act as a surrogate cue  in the retail environment most especially in the retail sector (Aslam2006). most consumers expect to feel excited when they walk into a store. it is the duty of fashion retailers to understand their consumers and know what brings colours  about  a positive response.