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Visual marketing - this is the right way to present your goods!
Katharina Rösner
Through well-thought-out marketing strategies, consumers in their Buying decisions heavily influenced. It is sometimes difficult to say how much happens subconsciously or consciously. They are used for this paints and furniture that is deliberately arranged to a corresponding atmosphere to create and at Shopping feelings to produce.
Marketing makes use of the insight that emotions processed more strongly by the brain than rational information. But also the environmental, and therefore also artificially created environment such as spaces and buildings, influences our wellness, like the environmental psychology shows. Interior design is also based on this approach as well as architectural psychology to emotionalize and influence buying decisions. This includes furniture, light, colors, arrangement and textiles as key factors. Color psychology assumes that colors are emotionally charged which also applies to materials. This creates a sense of space that you can or should actively design.
With all options, you want to create an atmosphere, that either attracts customers to your store, or entices to buy a specific product. This plays a role wherever people can shop, i.e. in retailing, food retail, but also generally in inner cities, pedestrian zones and now also in ecommerce. Because even in online shops you would like to visually optimize the customer experience. That means your website is clearly laid out, clearly structured, color-coordinated, atmospheric and not too cluttered, but not too empty either. Colours play just as an important a role as they do in brick-and-mortar retail.
For example, shades of brown, beige and green convey sentiment of naturalness and closeness to nature. They create serenity and work relaxing. This biophilic design ensures that visitors coming to your shop feel good. This feeling should also arise on your website and must of course also match the product.
You should feel comfortable in stores and spend as much time as possible buying even more. You can even design your market stand, farm shop or even a sales hut in an appealing way that you attract even more visitors or encourage spontaneous purchases.
But colors and environmental influences also play a role in other everyday situations. Modern offices can thus invite you to work productively and collaborate. Senses should be stimulated to release positive emotions through associations and souvenirs.
Based on a retail store it is important that the entrance is appealing and tempts you to go in. Buying incentives are created by your customers staying in your shop for a long time due to the atmosphere and design. For example, large rooms should not be too empty and small rooms should not be too full. Unless you want to create exactly that flea market atmosphere. It depends on the products and the target group off. For a long time, it was true for retailers that commodity printing ensures more turnover. However, low pressure on goods gives a shop a certain sense of luxury, as the shop does not look too crowded. Appropriate colors such as gold and black can underline this.
Tiling can be emotionally involved, for example, if they contain flowing colors and structures. For example, they also interact with light by allowing dark tiles to absorb light; matte tiles reflect light less than shiny ones. Smooth surfaces function modern, rough rustic surfaces. You can design the furniture and the floor rustic or sterile and minimalist, depending on which tidings should reach your customers or visitors. A rustic interior with natural wood can create an atmosphere that fits quite good for a farm shop , or a shop that sells similar products but exists independently of a farm.
Furniture or shelving made of light wood or even in white can create a decelerating, lovely atmosphere and may be expected in a decorative shop. DIY stores convey exactly the opposite, where the atmosphere is virtually and pragmatically, but it does not only result from the thing or the purpose. But is also intentionally designed in such a rustic way to appeal to the maker mentality of customers. The color design you should choose corresponding to the Corporate identity, because otherwise the image will be contradictory. In addition, of course, it must match the product and also fit the target group.
For organic or farm shops earth tones are a good fit because they broadcast freshness, tranquillity and naturalness. If your farm shop is spatially integrated into the original production, i.e. in a former barn, for example, you can set it up cosy. If, on the other hand, it looks more like a retail health food store, it might be more appropriate to design it in a more modern way. So, for example, with smooth tiles in shades of gray-brown-green. It can also be a good idea for sales huts and market stands to design them in such a way that they look as professional as possible.
You can group the goods by topic and encourage to cross-buying by presenting a mix of matching topics. The arrangement of the products plays a particular role at the beginning and end of the customer journey. The presentation of goods is a marketing strategy directly at the point of sale. Experience areas work well in retail, such as outdoor clothing against a mountain backdrop, which gives your customers an interactive impression and gives the scene a feeling of joy or nostalgia.
For a farm shop, action tables may be more suitable in front of the cash register. Little things right on the checkout seduce to impulse buying. This is not only the case in food retail, but a strategy that works in every store. Even in farm shops. Action tables can be placed in an inviting central location and designed in such a way that there is lots to discover and browse. The colors of the shelves and tables should also match the products and the atmosphere. Should it look more modern or a bit more rustic? Woven baskets give off a DIY feeling and can complement a natural shopping experience. They look nicer than boxes that look a bit more makeshift. The presentation of goods also includes decoration. In doing so, you reinforce the feeling and atmosphere that you want to create among your customers when shopping.
You don't just have to arrange products beautifully, but also package them nicely to provide buying incentives. Because design also conveys values and feelings through typography and color that customers should identify with. This is particularly important when you have several variants of a type of product to choose from. It also depends on what is important to your customers. Depending on the target group, for example sustainability is trending.
It works well for wrapping, but there is a lot of trickery in the process. Shades of brown and green, for example, can convey that the product is particularly close to nature. That can be well received, even if it is not true at all. Ultimately, the packaging doesn't say anything about the product it contains or about sustainability. Since that packaging is designed so that customers don't question this so carefully, you can just use it for your own products.
Through well-thought-out marketing strategies are consumers in their buying decisions heavily influenced. Colours play a major role and strongly influence our buying decisions, which often happens subconsciously - even if we think that we won't be misled by them. In research, the approach is that humans are aware of the effect of colors. Furnishing is absolutely crucial for the shop atmosphere and for the length of stay of your customers. Think about what feelings your products, packaging, your business, your market stand, your sales hut or your farm shop should mediate. Because even in the regional direct marketing design and the product presentation play an important role. Are you still looking for a suitable ERP software? FrachtPilot might be the right choice ;) Have a look at us, book a free webinar to get to know us or try FrachtPilot for free. We're looking forward to seeing you!
