I’ve seen it a hundred times, at least. Hapless shopper wanders into store, without anything particular in mind. And then… they see it. The shelf of tee shirts in 19 colors. The round rack of cardigans in 24 colors. OR the wall of socks in every color of the rainbow (yes, I’m talking to you, Bon Marche!).
When this shopper came into the store, their feelings about buying were “Will I buy?”.
But then they see this assortment, and they automatically start to evaluate the various colors, mentally sorting them into piles of “yuck”, “nice but I couldn’t wear it”, “possible”, and (this is the fatal one) “my colors”.
And of course, when you see something in “my color”, it should therefore become “my garment”, right?
So “Will I buy?” becomes “Which will I buy?”
And the store gets a sale.
And the shopper now proudly owns their 9th red cardigan, or their 13th rose tee shirt, or their 22nd pair of black argyle socks…
Forewarned is forearmed.