To improve the store entry rate, trial wear rate and sales performance of clothing stores, this paper adopts the method of combining case analysis and practical summary to explore the application logic and practical skills of color matching in store display. By sorting out the color application principles of core scenarios such as store appearance, window display and in-store planning, four special color matching methods including accent color and separation color are extracted, and a five-step display optimization process of "cleaning - toning - grouping - highlighting - coordinating" is summarized. The research shows that scientific color matching can enhance the visual appeal of stores, convey brand style, promote the associated sales of products, and provide practical reference for the terminal display of clothing brands.