Beyond the framing process, color plays an important role in the custom framing business

Custom framers should be mindful of the colors used in their store because color can impact the mood of the shopping experience. Choosing the right colors for your frame shop is critical in creating your store's persona. The colors used in your store, marketing materials and window displays should present a consistent yet memorable image of your business or service and should also be attractive to your customers. Here are some new ways to think about using color in your store:

Use Color... to Create Dramatic Walls

Instead of sticking with basic neutrals for your walls, try something more dramatic and interesting. Use some "nuanced neutrals" that have a more distinctive undertone or finish. For example, a greenish mossy gray, rosy taupe or pewter paint color will look stylish while still maintaining a subtle background that won't distract from the merchandise. Another idea is to select a brighter, bolder color for one wall in your store. Museums and gift boutiques frequently use this technique, which helps add interest to a specific area. Another idea is to select a brighter, bolder color for one wall in your store. Museums and gift boutiques frequently use this technique, which helps add interest to a specific area.

Use Color... to Highlight Merchandise

To attract customers outside of the store, develop a cohesive color story in your window display. Select themed artwork pieces to create an upscale look. Or, work with a color that will excite customers in their shopping experience, such as red. For instance, displaying black and white family photos with red matboard (RagMat's True Red- 1612) will provide an unexpected twist and make the pieces pop. Since customers are always looking for new ways to display photos in their homes, this attention-grabbing display will inspire them to come into your store. Another trick is to use matboard that glimmers such as RagMat's Old Gold 1768.

Use Color... to Build and Market Your Store

Not only is color important within your store's retail space, it is also a simple yet effective way to reflect your business' image on business logos, letterhead, Web sites and fliers. Use certain color combinations to capture your store's brand.

 • Traditional and detail-oriented - Be conservative with light to
   mid-tone neutral grays. Contrast with darker gray, black,
   wine or navy.
 • Warm and approachable - Use cream or warm beige with
   deep browns.
 • Upscale and contemporary - Mid-tones and contrasting deep tones,
   such as mauve and plum or turquoise and grayed-green,
   create a fashionable look.
 • Bold and animated - Be unique with quirky combinations and
   daring, complementary combinations such as purple and
   yellow or hot pink and green.
 • Imaginative and artistic - Show your creativity by using unusual
   color combinations, such as army green,
   bright pink or tan.

Overall, color should be used to your advantage throughout your business to convey the personality of your custom frame shop.

Editorial content provided by Leatrice Eiseman, author of "The Color Answer Book."