Chapter 2 Summary

        Chapter 2 summaries the use of color. Color is the biggest motivation for shopping. From malls to small specialty stores are beginning to reconsider the colors they use to attract shoppers and keep them in the store after the initial walk in. Color psychology is very important in visual merchandising. Problems that occur for the visual merchandiser is that each person may have a different reaction to the same color, which causes a great challenge for the visual merchandiser. The color wheel shows the relationship of colors to each other,which can become extremely useful when trying to create a color story in a display. Understanding the effect of color on color will enable the display person to select the right background and accessories to create the perfect store image.