Spring is just around the corner, and I can’t wait for bursts of color to start warming up the season. We recently talked about new and continuing trends for 2017. Color choices will continue to be a big factor in this. But what is the psychology behind color selections and how can this boost sales?
Research will tell you that color selection is often based on personal preference, experiences, upbringing, cultural differences and so forth, often muddying the effect individual colors have on us.
However, if you are to examine the color preferences between men and women, as done in Joe Hallock’s Color Assignments, you get a rough idea of colors that are most universally appealing. Although there are apparent differences between gender choices there are also glaring similarities. For example, both men and women most preferred blue, green, orange and red in similar amounts. The same can be said for least preferred colors between the both being brown, orange and yellow. Another example shows that men prefer bright toned colors whereas women prefer softer toned colors. Obviously this diagram lacks the broad spectrum of colors available in the flowers you could possibly sell, and again it is all down to consumer personal preference.
Another factor that influences color choices is seasons, whether that is the typical colours associated with the season or dependent on the varieties that are available. Most gardeners planning for spring are looking forward to bursts of colors that are uplifting after a cold and dreary winter. Think of those yellow daffodils again!
People like choices. It’s a fact. But too much choice will often overwhelm a consumer, which is why presenting consumers with only the most popular colors is usually the way to go. But it’s still important to provide enough of a selection that people feel like they can express themselves individually.
Pantone recently announced their color of the year for 2017 which will be Greenery. It’s a great choice for us in the horticulture and floriculture industry with its zesty yellow-green shade being a common color easy to find in a variety of mosses, ferns and succulents.
Pantone has also released their Spring color report which is hugely influential in many industries. Their choices for 2017 are an excellent mix of colors favoured by men and women and easily reproduced in many floral variations. Flower Council Holland has also reflected many of these choices in their garden plant choices for 2017.
What should you do?
You should aim to have a varied selection of colors to choose from as male and female color preferences vary so greatly. Consider what time of year consumers are buying, the most popular trends set for the year and the type of consumer that you sell to the most. Bear in mind there is no definitive right or wrong answer to color choices!