Recent research has shown that customers prefer supermarket uniforms in calm colours. On the one hand, shoppers appreciate it when supermarkets incorporate their corporate colours into their workwear. On the other hand, they prefer uniforms that are not too bright or eye-catching. However, there are more factors that influence how customers experience supermarket uniforms. In this article, I take a closer look at the research and explain why some uniforms perform better than others.
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Supermarket uniforms in calm colours
British workwear supplier Clothes2order conducted research into which supermarket uniforms are rated most positively by the public in England and Scotland.
The research showed that Tesco came out on top, receiving 37.5% of the votes for its workwear. Employees wear a blue fleece jacket with red accents, as shown below. Customers described the uniform as both professional and comfortable and appreciated the fact that the company’s corporate colours are reflected in the clothing.
With 34.2% of the votes, M&S Food came in second. The workwear worn by employees mainly consists of dark grey and brown. Respondents described the uniforms as professional, classic and well presented.
In the photo below, you can see a group of employees from M&S West Bridgford. By clicking the right arrow, you can also view the uniforms worn by the bakery and coffee department staff.
The green supermarket uniforms worn by Asda employees received the lowest rating. According to respondents, the combination of different shades of green is too bright and gives the uniforms a cheap appearance.
What customers find important in uniforms
One interesting finding from the research is that opinions can differ by region. For example, Asda’s uniforms received the lowest rating in England, while respondents in Scotland were less negative about them.
According to the researchers, customers like to see a supermarket’s corporate colours reflected in the uniforms, but only when there is a good balance. In Asda’s case, a calm base colour combined with bright green accents would probably work better than large green panels. This creates brand recognition without making the uniforms look too loud.
The influence of colour psychology on supermarket uniforms
Besides the balance between colours, colour psychology also plays an important role. The highest-rated uniforms mainly feature dark blue, grey and brown.
In colour psychology, dark blue represents trust, professionalism and calmness. Grey creates a neutral and business-like appearance, while brown conveys trust and has a strong connection with nature.
These are, of course, qualities that supermarkets want to communicate. In addition, we live in a society where bright colours are often seen as less professional and more childish. It is therefore not surprising that a combination of bright green and grass green is perceived as less professional. If Asda had chosen a darker shade of green instead, possibly combined with an accent colour, the uniforms would have created a very different impression. Green represents harmony and sustainability. In a working environment, however, it is usually better to choose a deeper, less vibrant shade.
Comfort is just as important as colour in supermarket uniforms
It is clear that colours and the psychology behind them play an important role, but the research also highlights comfort. That is not surprising, as we live in a time when comfortable clothing has become increasingly important. We have moved away from the idea that appearance alone defines professionalism. Today, we want clothing to feel comfortable, and we like to see that reflected in what other people wear as well. In that respect, our view of aesthetics has changed. A professional appearance is no longer determined solely by how clothing looks, but also by how comfortable someone appears to feel while wearing it.
Want to read more about colour psychology and workwear?
Also check:
- Why dark blue uniforms are so popular
- The influence of colour on a police uniform
- The influence of coloured clothing on doctors
Kind regards,
Aileen
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