Colour trick supermarkets use to make you think they're cheaper

UK shoppers have specific preferences when it comes to their favourite supermarkets. M&S was voted as the best in a recent survey, followed closely by German discounter Aldi . Aldi’s position is evidence of how discount retailers are reshaping consumer perceptions and the sector as a whole, writes Melisa Mete of the University of Reading.

The success of the Clubcard logo lies in the brand image that consumers associate with Tesco. The store makes use of the perception that it’s not cheap, unlike Lidl. Tesco allows Clubcard owners to access branded products at discounted prices, through Clubcard membership. It still maintains its brand image as one of the “ big four ” supermarkets, as well as a retailer that provides benefits with a membership.

Unsurprisingly, other retailers like Morrisons and Asda recently introduced similar schemes, leading this pricing approach almost to be a sector norm. In acknowledging that their offer faces stiff competition from discounters, they’re trying to keep up with Aldi and Lidl. And with consumers now expecting price matches, the supermarkets are also attempting to keep pace with each other.

In the ten years after the 2008-2009 financial crisis, average earnings stayed relatively low, and disposable income hasn’t seen much growth either. These factors have affected confidence in the retail sector. Although there has been a slight growth since late 2022, consumer confidence remains well below pre-pandemic levels.

Consumer research shows us that colours have a clear effect on our feelings and purchasing behaviour. Yellow has been associated with happiness, and in general warm colours make us think the temperature is warmer than it actually is. Yellow and red also appeal to impulse buyers.

Marks & Spencer Morrisons Tesco Waitrose Tendendo

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