CONSUMER trend forecaster WGSN is urging retailers to become "mindful" to give stressed shoppers a calmer experience and build brand loyalty along the way.

"In-store retail is experiencing a renaissance, and mindful design is becoming increasingly important to appeal to stressed shoppers," WGSN Senior Strategist Laura Saunter said in a sample report.

Saunter said brands can create a calming and tranquil environment by using stress-relieving colors as well as those typically associated with well-being.

"Create a sense of serenity and comfort through soft neutral tones. Take inspiration from wellness-infused interiors via healing colors, such as soft blue, soothing pink and pale green," she said.

Saunter said they can also experiment with color-drenching for an immersive, enveloping feel, wherein the same color is applied throughout the interior.

"Use calming color applications in your spatial design to encourage shoppers to slow down, pause and reflect, leveraging the emotive power of color commerce," she added. "For a less permanent take on the trend, tap into transformative colored lighting to introduce color into spaces quickly and easily."

Saunter also underscored the importance of bringing elements of nature to retail design to decrease shopping stress by inviting customers to enjoy the space as they would the outdoors.

As consumers increasingly seek to reconnect with nature, lush greenery and biophilic store design elements will come to the fore, she said.

"Experiment with plants, trees, living walls and natural materials that not only fit the brand identity but also the shop's specific environmental surroundings. Choose plants with anti-anxiety benefits and air-purifying qualities," Saunter said.

She also called on brands to look to nature-centric design and natural architecture to resonate with today's generation of plant parents and wider consumer shifts around urban gardening.

"Use plant life and trees in-store to restore ecological balance to urban surroundings. Conveying the purity and healthiness of your store will connect with consumers who are increasingly living for longevity," she added.