Hsieh and colleagues have found that the color of websites influences shopper opinions. The researchers determined that “online consumers' reactions to online merchandise prices vary according to website background colors. Participants who view blue or low-brightness backgrounds have high patronage intentions regardless of whether prices are high or low. Participants who view red or high-brightness backgrounds are sensitive to merchandise prices and react significantly negatively to high prices. . . .
Several design-related research studies published since the beginning of 2017 deliver significant
Light levels affects types of products preferred
What is best? Abstract? Realistic? None at all?
How do middle aisles influence shopping behavior? Page and colleagues set out to “establish the effectiveness of a supermarket layout with a middle aisle splitting all other aisles, compared to a ‘traditional’ layout (without a middle aisle). . . . The research aims to . . . explore the shopper traffic entering and existing the middle aisle, and interaction with endcap promotions . . . and . . . compare the two stores based on basket size (in items and dollars) and trip duration. . . .
Imschloss and Kuehnl’s findings, consistent with previous research, indicate how important consistency in sensory experiences can be. They determined that “In retail environments, consumers commonly evaluate products while standing on some type of flooring and concurrently being exposed to music. . . . The results of an experiment in a real retail store reveal positive effects of multisensory congruent retail environments (e.g., soft music combined with soft flooring) on product evaluations. . . . .
Dennis and colleagues investigated links between gender and shopping style and their findings have implications for retail design when it is more likely that a particular gender will shop at a particular website/location/etc. The team determined that their “survey of shopping behavior across 11 countries indicate though that men and women are evolutionarily predisposed to different shopping styles. . . . Our results show that men’s and women’s shopping styles reflect their respective, evolutionarily determined, and societal roles as hunters and gatherers. . . .
Bottalico studied noise levels in restaurants and their implications. He reports that “Previous studies have demonstrated that uncomfortably loud levels of background noise can result in decreased customer satisfaction and business for the restaurant. . . . [study participants with normal hearing]read passages to a listener in the presence of typical restaurant noise . . . with the level varying between 35 dBA and 85 dBA. . . . to improve the acoustic environment of restaurants, background noise levels should be lower than 50-55 dB(A).
Cognitive scientists have thoroughly researched how the design of reach-out-and-touch-the-merchan
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