Products displayed in green point-of-sale (POS) positions have a much better chance of catching the eye and ending up in consumers shopping trolleys, according to new research due to be presented next week.
New research on the effect of colour on consumers behaviour suggests that people spot green items faster than any other colour tested, according to Cathrine Jansson of the UK’s Society of Chemical Industry (SCI).
Janssons research focused on consumers subconscious responses to colour in a busy retail environment. Volunteers were asked to find a coloured target hidden in a range of distractors. The targets were either in basic colours (blue, red or green) or non-basic colours (turquoise, beige and peach), and Jansson found that the colours significantly affected the speed and accuracy with which the volunteers identified each target.
Peach took the longest time to pick out, according to Jansson, while the volunteers identified turquoise-coloured targets with least accuracy. In contrast, green targets were noticed faster and more accurately, and the basic colours in general were always easier to spot than non-basic ones.
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