Marketing studies show us that all consumers are moved to act by the colours and shapes they find in the

marketplace. Different consumer groups simply respond differently to specific colours and shapes and so

can make or break your business.

Louis Cheskin founder of the colour research institute wrote about the power of colours and shapes in his

book “Why People Buy”. Images and colours are often great motivating forces. He created a study on the

why women bought a certain colour of blouse. Some bought it because the colour flattered them, some

because it was in fashion and some because it was the colour they liked. Each chose a colour because it

satisfied their strongest urge or fulfilled the greatest wish.

What do the colours of your building exterior and interior say to your customer? Are they matching the

identity/profile of your ideal customer? Young, middle-aged, female, male, family, trendy, traditional, or?

Does your colour scheme match your offer? Food, Wine, Coffee, Meetings, Music, Cocktails or? What

atmosphere are you portraying? See this useful chart to find out.