Colour schemes for stores such as Tiffany's, in which consumers are making a high-involvement purchase and need time to make a decision, are best suited to cool colours.

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Cool colours, such as blue and green, are known to have a calming effect and can promote a sense of trust and security, which can be beneficial in a high-involvement purchase situation where consumers need to feel confident in their decision.

Colour Schemes for Stores Such as Tiffany's, in Which Consumers