While Pantone may have chosen a dreamy, vacation-inspired
hue of turquoise as the color of the year for 2010, I have seen a prevelance of
yellow just about everywhere. And
we’re not talking about some subtle yellow, but bright, cheery, canary yellow.
Color trends typically last more than one season. And this
year is no exception as we saw the yellow trend take hold last year (I have my
bright yellow polo among other apparel and I’m thrilled I’ll get to wear it
another year) and it shows no signs of abating.
THE REAL WORLD RETAILING TAKEAWAY
Use trend color to drive sales.
Canary yellow is a great compliment to the Pantone color of
the year, simply because they’re both tropical colors that work great together.
So how do you take advantage of it?
yellow merchandise. With major retailers everywhere showcasing the color,
the shopping public is trained to note that it’s a hot color (and to snap
up items in the color hue if they want to remain current and on trend). So
stock items in yellow.
yellow in your store. Sometimes
it’s as simple as pulling together items in trend colors and subtely
featuring them, as Sur La Table did on their home page. I you’re running a
feature during April on a particular line of products, pull the yellow (or
turquoise for that matter) part of the line forward so it smacks customers
in the face the minute they walk in. Beyond products, you can use yellow
in visual merchandising, props and in-store signage.
yellow in your marketing. A yellow background, a yellow font on a turquoise
background, yellow color blocking, yellow products. All are ways to
feature yellow in your marketing materials and show your customers you’re
in the know.
Surely I’m not advocating painting your store yellow, but
use of the color in-store and in external marketing can boost your status among
hip trendsters. And what better way to do that than with a color so closely
associated with spring and warm summer sun.
How are you using yellow in your store?
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photo courtesy flickr user ornelles