It turns out yellow isn’t mellow, according to the latest research in sales-generating POP colors from the University of Wisconsin. In addition to its obvious visibility benefits, yellow is also closely linked with memory retention. Here are the highlights:

• Yellow is king. And especially so when contrasted with blues and blacks. These color combinations are more visible from a distance than any other combination. Yellow also stays in the memory longer than other colors and it is the single most attention getting color. You have to be careful how you use it though, because it can also be one of the most irritating colors. It’s great for conveying discounts but not always a good color choice when promoting high priced or luxury type products.
• Combos connect. Instead of choosing individual colors, it’s important to think in terms of high contrast combinations. “You have to take the overall environment into account and look for effective contrast,” explains FBJ VP of Sales Jody Henry. “High contrast is especially important for impulse buys and it can increase the visibility of the POP significantly”. As mentioned above, yellow is the most distracting color but it won’t do anything for you if your yellow POP is displayed against a yellow background.
• Ditch the white. Blue and green POP backgrounds attracted the most “stop and look” attention from 500 consumers exposed to 17 different displays, while white received the least, according to the UW study.
• Evoke the senses. Use color to conjure up vibrant textures, airy or bold tastes or other whimsical experiences. The more you engage the consumer via the senses the more likely they are to purchase the product. This technique made an air freshener glamorous with Febreze Air Effects!
• Match the message. POP must positively influence the attitude of your brand at retail. It should reflect the mood of the brand to transform noticeable signage or a display into a solid sales generator. Various color studies show that the proper use of color can increase your brand recognition by up to 80 percent.
• It’s not all about the color, but almost. Don’t let color make you blue … other significant factors to consider when designing POP include images, the message and the pricing strategy. Consumers are able to recall only 1-2 product messages per each piece of POP. Keep your messages and offers short.
• For the greatest impact, repeat your messages. Consumer awareness is significantly increased when a message is repeated more than once in different areas of a store. If possible, try to repeat the same message at least 3 times in different areas. If you have a limited budget, save these promotions for your higher margin products.


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