Exercise 7 - Colour and Consumer Culture

INSIDE RICHMOND CENTRE......

1. How do these colour choices convey a specific “identity”? How does it “label” the space?

The colour scheme labels the environment as an easy-going, relaxed place to hang out and shop. The textures of marbles, a giant natural skylight, large Roman posts and arches invite the outside light in and give it a open, larger feeling giving a natural feeling to the architecture.

2. How does this palette use the psychological effects of colour to influence consumer behavior?

The light tints and earthy tones hark of open spaces and the outdoors putting the person/customer in the environment at ease. The more at ease and relaxed the customer is, the more they will wander the building and ultimately BUY MORE!

3. How do these colour choices relate to questions of “sampling” cultures or histories?

This colour scheme acknowledges the Aztec/New Mexico way of decorating that was popular around the late 80’s/early 90’s close to when Richmond centre was rebuild from a tiny little craphole to what it is now….I remember shopping there when it was about 8 stores when I was younger. The New Mexico decorating style represented the desert and tipped it’s hat to the Mexican people and their visual culture as well as their adobo architecture. The natural environment of areas in Mexico could be the basis for this colour scheme as well. If you look at photos or paintings of the Aztec era of even of modern day Mayan ruins, you see a lot of red orange stone with bright blue sky. The mall uses a red orange marble that texturally refers to natural stone and clay.

4. What is your personal reaction/relationship to these colour choices? Are there elements that could be improved in the design?

The colour choices inside Richmond centre is a triad colour scheme with the red-orange tints and the sky blue of the skylight and the green from all the plants. However, the mixture of light tints and dark tints of red orange don’t vibe right design wise with the vibrant saturated blues and greens. I would prefer to see colours of the same saturation and “density” to calm the environment a bit more.

Note: HMV wouldn't let me take pictures so all I have are outside pictures and the one I found on the net for interior signage is pretty sufficient to what was in the store at the time I was there.

INSIDE HMV........

1. How do these colour choices convey a specific “identity”? How does it “label” the space?

The bright pink with black for the HMV give it a young, edgy look.That look is a probably a good thing when you're selling music. I think it's safe to say that people 40 and under probably account for a good chunk of CD consumers. The store needs to portray that they know what they're talking about and what they're selling They're trying to portray that their young too and know cool music.

2. How does this palette use the psychological affects of colour to influence consumer behavior?

The greys used inside with black and bits of pink pink calm down the very saturated pink. It still looks young and edgy but the greys/darks along with the slightly blue tinted spot lights are very relaxing and almost enveloping. Which is also the feeling I believe most people would like from their music as well.

3. How do these colour choices relate to questions of “sampling” cultures or histories?

Perhaps it's sampling design culture. I've seen quite a few designs that have been created over the decades, more so in the last 10 years that use the bright CMYK colours. To pair cyan, magenta or yellow with black makes a statement which will ultimately attract people inside.

4. What is your personal reaction/relationship to these colour choices? Are there elements that could be improved in the design?

I personally think the design for HMV is strong. It thinks it's effective for who it's targeting. I like the feeling inside the store.