80% of purchase decisions are irrational, even some studies ensure that 95% of purchasing decisions are emotional.
That's why intangible elements such as smell, color, music or light are so important to create moods and feelings that encourage the purchase.
What should we take into account?
To determine the type of light we want, we have chosen previously what sensation we want to transmit when entering the store.
The more light and power of a jewelry store will make the environment more dynamic. On the other hand, if we want a relaxing and peaceful atmosphere that invites us to spend more time in the jewelry we will bet on the indirect light.
From 2Shapes we recommend betting on illuminated areas that intersect general light with a precise light that enhances your jewels, in this way we can have a soft interior intensity but giving prominence to your product.
To do this, a more direct light center is checked with indirect and diffuse lights that frame everything in a single set.
The smell is important if we want our store to be remembered.
Humans are able to recognize approximately 10,000 different odors, and what’s more remarkable, we are able to recall smells with 65% accuracy after a year, in contrast to only 50% of visuals after three months. (Sense of Smell Institute).
But it does not only affect the memory, but it also does it in making purchasing decisions. Because it is highly emotive. Smells alert us, make us flee or attack, connect us with moments from our past and make us relive feelings and emotions.
Scientific studies show that aromas connect with our unconscious and activate emotions and instincts that influence our mood and this happens long before we can perceive it. Instincts and emotions are the reason for 90% of the purchase decisions we make.
Preferably, customers like it when it is neutral but with a characteristic touch that goes with the essence of the brand. If you create an aroma for your jewelry stores, you will be able to position yourself in the minds of your customer every time they smell a similar aroma. An aroma diffuser can be your great ally!
It is a well-known fact that music is a conditioner of psychoanalytical processes and that is why it becomes a key element of marketing.
Music can reinforce this feeling that we pursue with light and smell. In supermarkets, for example, if Italian music sounds more Italian food is sold.
For your jewelry, we recommend relaxing music always controlling it in a soft volume that does not disturb. Jazz music or quiet backgrounds of acoustic versions can be a good option.
When we talk about texture we refer to the global quality of a space, it has a lot to do with the predominant material component of our jewelry.
- Wood: Safety and warmth sensation
- Steel: Harmony and cold sensation
- Glass: Sophistication and delicacy
- Vapor materials (silk): They bring brightness
- Cotton and linen: Naturalness
- Marble: They reflect light
Even so, we do not have to associate the product's characteristics with the store's materials, a sophisticated product can be exposed to a natural or less-worked context such as a rock. We give you ideas of materials according to the air you want to transmit:
- Minimalist air: Steels and glass
- Sophisticated air: Noble materials such as quality hides and wood
- Naturalistic air: Clear fibers and wood
Colors are an effective tool that can influence mood and even physiological reactions. Certain colors have been associated with increased blood pressure or metabolism. So it is a powerful tool to use in our jewelry stores.
Each color creates different emotions, so the key is to choose the emotion that we want to achieve.
- Blue: Sincerity, honesty and is related to things that are considered healthy and reliable.
- Lilac: It brings a sense of exclusivity, some femininity and uniqueness.
- Red: Invites the action, it is a vibrant, exciting color that insinuates risk and desire.
- Green: Freshness, relaxation and air of naturalness.
- Yellow / Orange: Optimism, full of life and joy.
- Brown: Warmth, relaxing and encouraging people to stay longer in the store.
- Black and gray: Seriousness, rigor, elegance and sophistication.
Apply these 5 elements and you can create unique experiences for your consumers.
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