The right use of color plays a very important part in creating a particular feel in your store, but it's an often overlooked aspect of design. If your store's colors are cold, it will seem less inviting and your shoppers will probably not linger inside very long.

Stores where space is limited might think this solves the overcrowding problem, encouraging people to get in and out more quickly. But, in reality, a cold store will negatively affect sales.

Within every color, there are tones that are cold as well as warm, cool and hot. You have to find the right shade of a color to add warmth.

Tones: Think about the different stores you may frequent. Consider the contrast between Starbucks and Jamba Juice, for instance. Starbucks' earthy tones present a warm and inviting, come-sit-and-stay-awhile atmosphere, whereas Jamba Juice's citrusy palette projects a cool, full-of-energy, don't-sit-down sense.

Starbucks colors are more natural-browns, burnt oranges, greens and tans-that suggest relaxation. Jamba Juice colors are bright yellows, lime greens and oranges that communicate refreshment.

Because your store is located in a church, you may be somewhat limited in your color choices by the overall design and use of color elsewhere in the facility. Choose colors for the bookstore that coordinate with the church, to help create a sense of flow and cohesion, but avoid trying to match everything exactly.

Walls: Simple adjustments here can make a huge difference. If the walls are too bright and white, you can create far too sterile an atmosphere-more like a hospital storage room than a hospitable store. It is easy to change that feeling by toning down the white to a tan or ecru color, which will completely switch the sense that is projected from cold to warm.

Review your current color schemes, and if needed, schedule a workday for the bookstore, and get some volunteers to help you paint the exposed walls. It won't take a lot of time or money, and you will be amazed at the difference.

-Michelle Amster is president of Integra GP and has more than 20 years of experience in designing church and Christian retail stores.

-Click here to read the complete article: http://www.thechurchbookstore.com/a.php?ArticleID=16596

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