Editor's View - July 2012

The Power Of Color
By Wanda Jankowski, Editor-in-Chief

Connecting with consumers is at the heart of all retail, whether it’s through product design that offers functional benefits or pleasing aesthetics, advertising and promotions that attract attention through words and pictures, or store design and layout that offer a visually interesting, exciting and comfortable place to shop.

An instantaneous way to reach consumers emotionally and build attractions between them and the products you offer is through color.

In the Summer 2012 Edition of “The Trend Forecaster,” the author, Jill Sands, CMG, (visit her site at thetrendforecaster.com) writes, “Color speaks to the soul of each individual in a completely personal manner. Color is the primary ‘hook’ to a consumer. On-trend colors and combinations are the first ‘attractors’, compelling a consumer to reach out to touch and feel an item. Color is alluring, making a room feel festive and cheery.

“We’ll be seeing a bright, cheery palette through 2013...optimistic and energetic. Brights are refreshing and rejuvenating, offering a sense of celebration. Used as major accents, they embolden a palette. As minor accents, they offer life and upswing to a more timid palette.”

Who hasn’t seen a woman strolling by this Spring and Summer wearing a coral or orange garment or accessory? It seems that this year, more than in any year past, consumers have embraced the Pantone Color of the Year, which for 2012 is sunshiny Tangerine Tango. The doldrums of the post-recession have shoppers craving upbeat color palettes to brighten their outlooks—and home textile suppliers are not disappointing when it comes to incorporating “happy,” updated colors into their offerings.

The Waverly Fabric Collection for Fall 2012 by P.K. Lifestyles is replete with vibrant, fresh, clear colors. I couldn’t write about the value of color without including some scrumptious examples from their Fall groupings. Below (left to right) are: Sweet Things in capri from Modern Essentials III, Secret Violets in voilet from Vintage Nouveau and Make Waves in bluebell from Modern Essentials I.

Colorful options also abound in our “Setting The Pace” area rug feature and the “Southern Charmers” preview of products debuting during the Atlanta Market.

Take advantage of one of the most powerful attractors in establishing an immediate emotional connection with your customers. Use color well in your merchandising displays, promotions and store design elements. And of course, select the best options for your clientele from this year’s new product resources, all decked out in on-trend brilliant brights.


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