Colour Psychology in Retail Space Design: Implications for Consumer Behaviour in Nigerian Supermarkets

Colour is among the most powerful design variables in retail environment management, influencing consumer mood, dwell time, product perception, and purchasing decisions. Despite the rapid growth of modern supermarket retailing in Nigerian cities, colour psychology principles are applied inconsistently and without empirical grounding in the design of most retail spaces. This study examines the relationship between colour scheme application and consumer behaviour in twelve supermarkets operating in Lagos, Abuja, and Kano, applying retail design audit methodologies, behavioural observation, and psychological response surveys to assess the influence of interior colour environments on shopping experience and purchase outcomes. A retail colour audit framework is applied to categorise sampled supermarkets by dominant colour scheme type across four zones: entrance and transition, fresh produce, packaged goods, and checkout. Structured surveys administered to four hundred and eighty shoppers assess self-reported mood, product appeal perceptions, and stated purchase intentions across colour zone types. Findings indicate significant positive associations between warm-toned produce zones and fresh food purchase intention, and between cool-toned packaged goods aisles and perceived product quality. Supermarkets with coherent colour zone differentiation record significantly higher self-reported shopping satisfaction scores. The study proposes a Nigerian Retail Colour Design Framework providing evidence-based colour scheme recommendations for each retail zone type. Recommendations include incorporation of colour psychology assessment in retail interior design briefs and professional development workshops for interior designers in the retail sector. Keywords: colour psychology, retail design, consumer behaviour, Nigerian supermarkets, interior design.