According to Guerra, the colors in the design "assume the role of seduction, glamour, passion and sensuality, the transformation of a star." When trying on a variety of clothes, these sensations are ideal for selling apparel to the unsure individual. By being surrounded with this environment, Guerra hopes to subconsciously influence buyers in the most effective way possible. The David Guerra Hi-lo store exposes the power of color on the consumer mindset.
Implications - With so many products saturating the marketplace, businesses must grab consumers' attention at a single glance. Using a variety of vivid colors in a product design or campaign is a great way to earn the recognition of a large target demographic.