how use color

8/11/2019 How Use Color

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THE SECRET LANGUAGE OF

DESIGNED BY

EIGHT AND A HALF

BROOKLYN, NY

SCIENCE, NATURE, HISTORY, CULTURE, BEAUTY OF RED,ORANGE, YELLOW, GREEN, BLUE&VIOLET

JOANN ECKSTUT AND ARIELLE ECKSTUT

:


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Joann Eckstut is a leading color consultant

and interior designer who works with a wide range

of professionals including architects, developers and

manufacturers of name-brand products. She is the

founder of TheRoomWorks, a prominent New York Cityinterior design rm, and is one of twelve designers

chosen by the Color Association of the United States

to create the yearly interior/environmental forecast that

is bought by major industries to keep up with color

trends. She divides her time between New York City

and upstate New York.

Arielle Eckstut is the author of nine books including

The Essential Guide To Getting Your Book Published.

She and her husband David Henry Sterry founded

The Book Doctors, a company dedicated to helping

writers successfully publish their books. She is also

co-founder of the iconic, colorful company, LittleMiss-Matched. The award-winning LittleMissMatched stores

can be found all over the United States including

Disneyland and Fifth Avenue in New York City.

Arielle is also on the childrens committee of the

Color Association of the United States. She lives in

Montclair, New Jersey.


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Do you wish your bookstore would attract

customers like bees to a lavender bush?

Hummingbirds to a red ower? A Blue-footed

Booby to its turquoise appendaged mate?

Nature employs color tocatch the attention of animals of every stripe.

Just as a colorful plant is more likely to attract animals to disperse

their seeds and pollinate them, a colorful bookstore can do the same

for book buyers.

How To AttractCustomers


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DO YOU COME HERE OFTEN?

Not all pollinators are attracted to the same

color flowers. Instead particular colors

attract particular members of the animal

kingdom. Smell also comes into

the picture, especially for flies,

which are attracted to flowersthat smell like rotting flesh.

animal

nto

r flies,

wers.


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Color MapsFor millions of years, color hasserved as a map to help living

creatures.

Our world is literallycolor-coded. We know when to stop and when

to go; what to reach for in the supermarket without even reading

a label; what subway line to takeall due to color.

Color is so omnipresent in our lives and nds its way into so many disciplines

because over 80% of the activity in the neocortex (the part of our brain that dealswith everything from language to movement to problem-solving) comes via our

eyes. The vast majority of information we process from the outside world is visual.

And everything we see is colored.


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Why do we see color?We happen to be a planetbathed in sunlight. Because

of this sunlight we, and many

of our fellow living things,

evolved to see colorand notjust your basic red, orange,

yellow, green, blue and violet.

Humans can see a whopping

10 million colors! As a result

color colors nearly every

aspect of our waking world.

To help your bookstore make the most of ourcolor vision, weve

identied the best places to use color and how. And unlike so much

of interior design, color is one of the least expensive ways to make

profound change in your store.


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Branding | Signage

Just like the honey guidesinside owers help bees

gure out where the nectar

resides, your stores signage

can help your customers nd

just what theyre looking for.


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If your logo is aspectral hue,

use a neutral gray or a putty background.

Take a cue from the exterior building materials to nd a neutral

that is physically included in the structure.


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Or, if you decide on an intensely colorful background...

keep your text/logo neutral.

The key is to be sure there is a contrast in value (lightness/darkness)

between the logo color and the background.


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Experiment with using a background color

other than white for your logo color.Pick a color you want to work with and then see what other

colors it works with. Try a monochromatic scheme where you use

all dierent version of the same color. An analogous scheme,

where you use colors that are close to each other on the color wheel.

Or a complementary scheme where you use colors oppositeeach other on the color wheel.


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Haveseveral background colors on hand

to use behind your logo in dierent areas of yourstore or for dierent marketing campaigns.


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Signage for author appearances can be coordinated with the

book cover color to create a monochromatic display.

Create signage about in-store events, facts/info about readers,

how reading improves your quality of life, etc. done in the store colors.

Color code sectionsby changing the background color

of the signage but keep the text in your logo color.


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Look at the context in which

the store building sits.

Decide if you want

tot in or stand out

from your surroundings.

Select the palette for

the door, windows and trim

accordingly.

If you really wantthe logo

to pop, have the faade

materials all be close in

value, say red brick and

wood trim in a burntorange and have your green

logo pop in contrast.

Storefront


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Or if your facade is something you cant

change,paint your entry door a bright color

that coordinates with the rest of the paletteto say welcome.

Bring exterior color inside.


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Relate color elements

of the window display to an

architectural element in thestore like a wall or door.

Consider the backdrop

and oor colors.

Keeping both the same

color will make the displaypop. Or keep their value

in sharp contrast to the

subject matter being

displayed. Try making both

black for drama.

Window Displays


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Build a window displayaround a

central color scheme.


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Use props with acolor theme.


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Try a spectral display for a holiday

or special occasion.


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Books are multicolored. In order to display them as standouts on a

display table, keep the table and oor colors similar in hueand not too

dierent in value. This helps the eye focus on the myriad of colors/titles

on the table.

Do a mixed merchandise display with a one color themeusing books,

cards, writing implements, and other items you may sell.

Do a merchandise display with multiple color themes in groups.


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Make a special display where books are laid out

spectrally or by color group. Or do just one color

andcreate a fun heading like, In The Red.


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If you have a special event for an author,

use the color of the books cover tocreate a color story.

For example, if the predominant color of the cover is red, do

the event signage, calendar, event tableware (tablecloths, cups,

napkins, etc.) in that color. Ask the author to wear red!


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architecture,

xtures & furnitureIn nature, color tends to stand out or fall to the background. Camouaged animals

blend in so they can surprise their prey or hide from their predator. But a bright

pink ower is calling out for a buttery to visit. What youre trying to sell is what

needs to stand out. Everything else needs to be, well, camouaged. Ceilings,oors, bookshelves and furniture are the green leaves to your multicolored

owers. But this isnt to say that your xtures all need to be natural wood.


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Create drama...Highly contrasting background walls help whatever you

are displaying to stand out.


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The value and intensity of the walls, ceiling and oor willcreate a particular ambiance in your store.

Dark, warm colors have a way of drawing things together

and creating intimate spaces. Light, cool colors have a way of opening

things up and making them more expansive. Especially if they

are similar hue and value.


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Amonochromatic scheme

is the best way to feature

your products.

An analogous scheme willadd a bit more contrast.

A complementary scheme will

add even more contrast and

can be distracting. However,

if you tone down the colorsof a complementary scheme,

the eect will be more subtle.


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Floor and shelving in

one accent color

But dont be afraid to use color. Here are three eective

methods of using coloreven very bright colors.

Floor plus bookcase

back and sides

in one accent color.

Floor, walls, and book

rails all one color.


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Keepoor and tablecolors consistent to highlight your products.


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Or use colorssimilar in value(darkness/lightness) for your shelves,

oors, walls and ceilings to help your merchandise remain the center of attention.

Similar values tend to create warmer spaces.


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Paint the interiors of the bookshelves a color

or the wall behind it if the bookshelves have no back in an accent color.


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Choose a complementery

color for the furnitureand possibly a second

element if you want them

to havevisual interest.


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Even something as simple as colored paper on your ceiling can

add dramatic eect without taking away from your merchandise.


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Baby animals like to play as much as our human babies. And color can

signal play to children. If theres one part of your store where you can indulge in

arainbow aesthetic, this is your place to do so.

Kids Section


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Use blackboard paint, which now comes in many colors, tocreate an accent

wall thats scribbleable. It can be applied to walls, oors, furniture. Or use a

coating that creates a whiteboard for markers like Wink or Tabrasa.


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But be careful to

keep the walls and oor

neutral in areas wherea lot o spectral color

abounds like the

childrens section.


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If you loveintense color but dont want to detract from the books,

apply it to lighting xtures, your register area, or an accent wall.


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LED lighting can make theordinary extraordinary. At ordinary prices.


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If youre a bit of a

shrinking violet about color,

just look to the master

of color,Mother Nature,for answers.

Shes got every solution

scattered throughout the

natural world.


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THE SECRET LANGUAGE OF

DESIGNED BY

EIGHT AND A HALFBROOKLYN, NY

SCIENCE, NATURE, HISTORY, CULTURE, BEAUTY OF RED,ORANGE, YELLOW, GREEN, BLUE&VIOLET

JOANN ECKSTUT AND ARIELLE ECKSTUT

1 1 1- . 1 1 :1

To learn more, please visit www.secretlanguageofcolor.com

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