NO.19 Tells You To Display Five Essentials, Make Your Shop Easily Earn Millions.

　　 First, the basic principles and characteristics of store color.

1. the basic principles of color:

The color change rule of stores is built on color On the basis of the basic principles, only by grasping the basic principles of color can we apply flexibly according to the special rules of stores.

Related terms and explanations of A. color:

1]. hue, lightness and purity.

Hue: the name of the appearance of a color.

Lightness: the brightness of a color.

Purity: the purity of color.

2]. cool colors, warm colors, neutral colors.

Cool colors and warm colors refer to colors that give people different feelings such as cold or warm.

Neutral colors are also known as colorless and consist of black, white and grey colors. Neutral colors often play the role of interval and harmony in collocation. They are widely used in display, and are good at using neutral colors, which will achieve twice the result with half the effort for clothing display.

3]. similar color and contrast color:

According to the different positions on the color ring, color is generally divided into five colors: adjacent color, similar color, medium difference color, contrast color, complementary color. In practical application, we usually divide it into two categories: similar color and contrast color. That is to say, the colors arranged within 60 degrees in the color ring are collectively referred to as similar colors, and the colors of 110 degrees to 180 degrees are collectively referred to as contrasting colors.

Similar coloring has a soft, orderly and harmonious feeling. Most of them are used for display in store shelves. Contrasting coloring with strong visual impact, color is usually used for window display, or for some ornament in the store, in order to attract customers' attention and adjust the mood of customers.

B. The influence of color on customer emotion:

Different colors will give people different feelings. Different coloring will bring different feelings to customers.

1]. cold and warm colors: warm colors produce passion, brightness, liveliness, warmth and so on. Cool colors make people feel calm, calm, steady and passive.

2]. lightness: high lightness will give people a sense of lightness and lightness, and low lightness will create a steady and steady feeling.

3]. Purity: high purity, high coloring, low purity color gives people a gentle and elegant feeling.

4]. color sense of gravity: in the same volume, lightness of light, there is a sense of expansion, low lightness of the heavier, there is a sense of contraction.

5]. color advance or retreat: high lightness has a sense of advancement, low lightness has a sense of retreat.

2. color characteristics of clothing stores:

Clothing is a product of popularity. It contains not only material but also spiritual aspects. Compared with other commodities, clothing has its own characteristics. Only by fully grasping its characteristics can clothing's color planning be better accomplished.

According to the product characteristics, sales techniques and sales target of clothing, the color characteristics of clothing are summarized as follows:

1. diversity:

The existence of multiple stores and colors is a feature of clothing. Each clothing brand has its own specific consumer group, but even in the same group of consumers, its aesthetic appearance is different. Therefore, in order to meet the needs of different consumers, each brand will launch several styles of different series in each season. There will usually be 3 - 4 series. The colors and styles of these series are different, so there will be many colors coexist in such a store. Polychromatic stores are also testing Chen's ability to control and deploy the entire store.

2. variability:

Clothing is a very seasonal commodity, because of the seasonal climate change is very frequent, so the color matching in the store is also complicated. Especially in the two seasons, there will be two parallel seasons in the stores. Therefore, how to arrange the changing colors in the store and connect the colors of the two seasons before and after the season alternately is also the skill that Chen should have.

3. popularity:

Clothing is the most popular thing in commodities. Every year, some international fashion agencies will introduce some new popular colors. Therefore, Chen Li should not only learn the conventional collocation methods, but also constantly observe and discover new fashion coloring methods, bring forth new ideas, and constantly add new connotations to the color planning in the store.

　　 Two. Color planning for clothing stores

A store is a picture. If you want to paint this picture, you must make up the color of the painting. Do a good job in the overall color planning of stores.

The color layout in the store should pay attention to details, and attach importance to the overall color planning. Successful color planning is not only to achieve coordination and harmony, but also to have a sense of hierarchy and rhythm. It can attract customers into the store, and constantly create surprises in the store, and more importantly, it can use color to induce customers' desire to buy. A store without planning is often messy or bland. Customers are prone to visual fatigue and lack of passion when shopping.

The color planning of stores should be from big to small. First, from the overall color planning of stores, the color plan of store display area -- the color plan of single cabinet can be grasped so as to grasp the color trend of stores and grasp the details.

Store color planning methods:

1. analyze the classification characteristics of store clothing:

According to their brand characteristics, sales methods and consumer groups, each clothing brand has a specific classification method for clothing in the store. The classification of goods in the store usually includes several methods, such as series, category, object, material, purpose, price and size.

Different classification methods adopt different methods in color planning. Therefore, before making color planning, we must make clear the classification method of the brand, and then we can carry out different color planning according to its characteristics.

2., grasp the color balance of stores:

A enclosed shopping mall usually has four walls, that is, four display panels. In practical applications, the front wall is usually a door and a window. In fact, there are three display sides, the front and the sides. In the planning of these three display surfaces, we should consider the balance of color and lightness as well as the color coordination of three display surfaces.

For example, the display color on the left side of the store is low in color. {page_break} The high brightness of the right side will create a sense of imbalances in the store, as if the whole store tilted to the left.

The overall planning of the display area of a store is usually planned from the characteristics of color. Such as according to the principle of color lightness. Put the bright clothing series in the front of the store. The low brightness series is placed in the back of the store, which can increase the sense of space in the store. For stores with cold and warm colors and neutral colors at the same time. In general, the cool and warm colors are separated and placed on the left and right sides respectively. In the face of the customer's display, neutral colors or contrasting colors are available.

3. the sense of rhythm in making stores.

A shop with a sense of rhythm can make people feel Volvo and change. The change of rhythm is not only reflected in shape, but also different colors can produce rhythm. The rhythmic sense of coloring can break the steady and dull situation in the store, and make the whole store full of vitality. The production of rhythm in a store can usually be achieved by altering the collocation of colors.

　　 Three. Basic display mode of store color:

There are many ways to display store colors. These display modes are based on the basic principles of color and combined with the actual operation requirements. It mainly regularizes and unify the colorful colors according to the rules of colors, making them serialized, making the primary and secondary stores clear and easy for consumers to identify and select. After mastering the basic principles of color, we can create more ways of display based on practical experience.

1. contrast collocation method:

Contrasting collocation is characterized by stronger color and greater visual impact. Therefore, this color matching is often applied in display, especially in window display.

The contrast collocation is also divided into the contrast coloring of clothing and the contrast of clothing and background.

2. a similar collocation method:

Similar coloring has a sense of softness and order. Similar color collocation is also applied to the similar color collocation of clothing and clothing, and the similar coloring of clothing and background.

Contrast and similar two color matching methods complement each other in the color planning of stores. If all collocations in the store are similar, they will feel too quiet and lack of movement. On the contrary, too much contrast will make people feel restless. Therefore, every brand must be based on its brand culture. {page_break} Choose the appropriate color matching scheme with the location of customers and plan the ratio between them.

3. lightness arrangement:

Color is different from hue or hue. Like the same color, yellowish yellow is higher than yellow and yellow. In different hue, yellow is higher than red. Lightness is an important index in color. Therefore, a good grasp of the change of brightness can make clothing on the shelf become orderly.

The lightness arrangement method arranges colors according to the order of lightness and depth. Color changes progressively step by step, giving people a quiet and harmonious sense of beauty. This arrangement is often used in side hanging and stacking display. The lightness arrangement method is generally suitable for similar colors and adjacent colors with certain gradients on lightness. But if the lightness of color is too close, it is easy to mix up, but feel inanimate.

The lightness arrangement method has the following specific ways:

1]. is shallow and deep: in general, people have a tendency to pursue stability in vision. Therefore, we usually use the shallow and deep lightness arrangement on the shelf and display color of the store. It is to put the bright clothes on the top, and the low brightness clothes are placed below, which can increase the visual stability of the whole shelf. We usually use this method when we are in human modeling and hanging out. But sometimes, in order to increase the dynamic of the store, we often use the opposite method, that is, to increase the activity of the store in the deep, shallow way.

2]. left deep right shallow: in practical application, it doesn't need to be dogmatic. It doesn't have to be left deep, right shallow, or right shallow left deep. The key is to have a unified sequence specification in a store. This arrangement is widely used when hanging on the side, usually in a shelf, changing colors with different colors.