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Color and Texture

Color and Texture

In Visual Merchandising class, we learned the importance of using color and texture in display. How it affects the consumer and how it represents the store’s overall image. Color influences your emotions when you don’t even realize it.

The color wheel shows the relationship between primary colors, secondary colors, complimentary colors, etc.
The three Primary Colors are:
  • Red
  • Blue
  • Yellow

Secondary colors are created by mixing primary colors together:

  • Red + Blue= Purple
  • Red + Yellow= Orange
  • Blue + Yellow= Green

Complementary Colors are colors that are opposite of each other, for example:

Red and Green
Yellow and Purple
Blue and Orange

Analogous Colors are colors that sit next to each other on the color wheel. Analogous colors are great to put next to each other. Since they are so closely related, they often look pleasant next to each other. The warm analogous colors displayed above remind me of springtime and they look nice displayed from left to right.


Tint refers to when you take a hue and add white to it. The picture displayed above shows when navy has white added to it, it soon becomes a baby blue.
Shade is when you add black to a hue. The light pink becomes a fuchsia like color after adding black to it.
Not only does color affect the way we display, texture plays an extremely important role as well. Texture can also affect the color of a piece of merchandise.
If a piece of merchandise is smooth or shiny, it will reflect light making the color appear lighter.
A rough texture can make the product absorb light which will make the color appear darker.
Texture can be seen or touched, it helps enhance the features of merchandise to make them either more appealing or unappealing. Even if a texture unpleasant, it still stands out to the consumer which is a positive thing for a store.
All of these factors, plus many more affect the way a consumer shops.