A Little Less Bright, Please
Colour can be used in many ways to complement a shopping environment and contribute to the branding of a store. In the earlier days of Home Depot, that meant painting everything but the cashiers' finger nails orange.Revy differentiated itself by painting its stores blue. Fixtures, counters, signs and hundreds of overhead doors were all drowned with Revy blue. Rona similarly relied on Rona gold and created monotone box stores through the late 1990s. The con- cept was to take the dominant colour in the logo and use it to dominate the environment. This was a literal interpretation of colour and a limited view of branding. The problem was that for customers, this environment was oppressive. They would get what they needed—then get the heck out!