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Visual Merchandising by Tony Morgan

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Color

The use of red and gold in this window from Printemps in Paris gives a rich, warm feel to the window. Note how the rich pattern of the background is in harmony with the theme.

The use of color can create drama and atmosphere. Most retailers rely on color as an inexpensive tool to change the window’s look and image. Color can be added in many ways, the most obvious being paint. Lighting, fabric, and graphics can also create impact.

Colors can be extremely personal; not everyone’s tastes and preferences are the same. In different cultures, colors may mean different things. For example, pink is seen as the navy blue of India. Some colors have ...

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