IT'S ABOUT COLOR

Color turns me on. Spaces can be made to seem even more dimensional with color. Architectural elements can be emphasized. I avoid using white. White is boring. Admittedly, reaction to color is an individual thing. But since I am writing this blog my opinion is the right one...the best one.

For almost 20 years I have been designing the "skin" of supermarkets in the greater San Francisco Bay area. Since we are a design/build firm I work with architects and construction people. They design and build the "bones" of a building and I design the "skin"...the part that people see.

The longer I am in this business I find that I avoid the use of white as much as possible. It is frustrating that in food prep areas health departments require the walls and ceiling to have a 70% light reflectance value. This is a challenge and sometimes, I admit, I do see how much I can get away with.

Contrary to common belief, dark colors do not make a space feel smaller. Light colors advance and dark colors receed. Lighter colors come at you. Darker colors retreat into shadow...you are not quite sure where the color plane is.

Since we mainly do supermarkets I like to have the product in the refrigerated cases be the show. I like to have the color of the outside of the case be very similar in color or value to the surrounding walls. (Value is lightness or darkness.) Having a black interior in refrigerated cases also helps the merchandise to "pop" out and be more prominent.

Manipulating the mind with the use of color is not a conscious thing I do. My work is intuitive. It is interesting to hear that colors have different effects on the behaviour or mood of people (customers). I do know that blue is not a food color. There is only one store in my 20 year career where blue has been a prominent color. The client wanted it and has been very happy with it in two of his stores. Go figure.

Generally, I use warm earthy colors. I sometimes create variations by either using a monochromatic (several tones and shades of one color) schemes. Other times I add bright accent colors. I particularly enjoy working with clients that want to be courageous with the use of color.

I look forward to receiving your comments about color. You could call me, Steve Olsen, at 650-343-4244. By the way I work for Sutti Associates in Burlingame, California.