Amplifying Color Reactions
1 + 1 = ?
1 + 1 = ?
Rauschnabel and colleagues link thinking that an object is closer to more positive feelings for that object’s brand. They report that “Our results show that because AR [augmented reality] makes digital objects appear directly in front of the consumer, or even virtually applied to the consumer's body, it can increase the perceived physical closeness between a consumer and a brand. Study 2 shows that this effect is more powerful when AR is more realistic and hence produces a greater sense of local presence . . . for the digital objects.
Szocs and colleagues evaluated design options for stores yet to be built. They determined that “retailers must leverage the [physical] store environment to curate a captivating experience that cannot be emulated online. . . . . First, managers can increase their focus on sensory elements (e.g., visuals, scents, sounds, haptics, taste) and use these elements to curate pleasurable, multisensory in-store experiences. Second, managers should . . . [offer] environments that are personalized and customizable. . . . .
Biswas and colleagues report additional benefits of curving design elements. They share that “Websites and online advertisements contain virtual elements such as call-to-action buttons, images, and logos. This research examines how curved versus sharp angled shapes of virtual elements in online ads and on websites influence click-through rate (CTR) outcomes. The findings of a series of studies, including three field experiments and an eye tracking study, show that website and online ad elements in curved (vs. sharp angled) shapes generate higher CTR.
Grounding => Succeeding
Curved or angular affects sales
Neuroscientists have determined how design can meaningfully encourage sales in physical and virtual stores while elevating buyer and seller quality-of-life.
Dai and colleagues studied how stereotypes influence product design. They found that “It is common that marketers design and position pretty products more to female consumers than to male consumers, suggesting they generally believe that females have a stronger preference than males for product form over function and apply this belief to their marketing practices. However, this research demonstrates that this belief is often inconsistent with actual preferences.
Cowan and co-workers increase our understanding of virtual experiences. They “employ four studies using a variety of both ambient (i.e., actual scents) and imagined (i.e., prompted through description) olfactory cues in field (i.e., Facebook A/B testing), online, and laboratory settings. Our findings show . . . that in retail-centric VR environments, the presence (vs. absence) of olfactory cues heightens immersion. In turn, immersion elicits flow, which improves brand responses.”
Zillow shares information on links between front door colors and home sales. During the reported study actual and potential home buyers answered survey questions: “Homes with a front door painted slate blue — a chalky light blue-gray color – received the top overall scores. Actual and prospective buyers were more likely to want to purchase the home and, on average, would be willing to offer an estimated $1,537 more. . .