Pantone, the color-matching service, just announced that they were introducing 315 new colors. It made my head hurt. I am not sure the world needs that many more choices with obviously so little distinction between the colors that already exist.
And apparently, I am not the only one who feels that way. In order to combat color-remorse, Lowe’s has introduced Paint Insurance. For less than four bucks, you can try your color at home but receive a replacement if it turns out not to be to your liking or if the color on your wall appears differently than it does on the tiny piece of sample paper. This is a blessing for those of us who can’t identify a warm color from a cool color or tell the difference between Delicious Mint and Peaceful Bay. We just know what we like on the wall and what we don’t!
Two thoughts to consider today: 1) before you expand your offerings – whether that be the number of color choices, the variety of services you offer, the options you provide or the ways in which you deliver something – pause to consider whether choice adds value or just dilutes it; and 2) if you do provide a multitude of alternatives, also include an escape hatch that allows users to alter their choices afterward. Many may not utilize your insurance, but it will provide peace of mind and help mitigate remorse just to know it’s there.
Choice is powerful on the front end – giving buyers the illusion that they are able to pick something perfectly suited to them – but it’s more powerful on the back end as it allows people to like something because they don’t feel forced into keeping it.