Impact of Colors on the Psychology of Marketing — A Comprehensive over View

Singh, Nayanika; Srivastava, Sanjay

doi:10.1177/0258042x1103600206

Cited by 43 publications

(46 citation statements)

References 6 publications

(4 reference statements)

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“…This has been proven by Mwangi (2010). However, too much color mixing is displayed in a food dish, the customer focus will be disrupted (Motes, Malach, & Kozhevnikov, 2008;Singh & Srivastava 2011;Stewart & Goss 2013).…”

Section: Resultsmentioning

confidence: 99%

“…The difference in the impact from color will depend on what color dominates. White, black and gray colors are considered neutral (Singh & Srivastava 2011). Vegetables and spices, for example red chili pepper which has a perception of heat, sharp, and spicy in taste.…”

Section: Figure 2 Food Display Focus Pointsmentioning

confidence: 99%

“…According to some researchers, such as; Collinge (2017), Motes, Malach & Kozhevnikov (2008), Spence, Okajima, Cheok, Petit & Michel (2016), and Ray (2015), good composition in the food display needs to meet a balance between the selection of the right material components (Unilever Food Solutions 2016), matching and harmonious colors (Adam & Ali 2014, Elliot & Maier 2014, Hauff 2019, Mwangi 2010, Putra, Saroso, & Anantadjaya 2015, Singh & Srivastava 2011, textures that fit the criteria/types (Civille 2010, Haugaard 2015Jeltema, Beckley, & Vahalik 2015), the right shape (Spence, Okajima, Cheok, Petit, & Michel 2016, Stewart & Goss 2013, and beautiful layout (Chef Resources Inc. 2015, Unilever Food Solutions, 2016). A world business group records of formal procedures regarding the presentation of food (Caribbean Hotel Association, 2003).…”

Section: Discussing the Techniques And Art Of Food Presentation Specimentioning

confidence: 99%

“…The display of a food is a series of interesting visualization processes offered by restaurants (Yong et al 2013, Nisbets PLC 2019, The Manila Times 2014. A good composition in the appearance of food served needs to fulfill a balance (Collinge 2017, Motes, Malach, & Kozhevnikov 2008, Ray 2015, which includes; selection of the right material components (Unilever Food Solutions 2016), different colors (Adam & Ali 2014, Elliot & Maier 2014, Hauff 2019, Mwangi 2010, Putra, Saroso, & Anantadjaya 2015, Singh & Srivastava 2011, interesting texture (Civille 2010;Haugaard 2015, Jeltema, Beckley, & Vahalik 2015, the right shape (Spence et al2016, Stewart & Goss 2013, and beautiful layout (Chef Resources Inc. 2015, Unilever Food Solutions 2016). This composition can be added by decorating a display of such food with sauces, powdered sugar and/ or other decorations, without affecting the taste of the food substantially (Caribbean Hotel Association 2003, Nisbets PLC 2019, The Manila Times 2014).…”

Section: Introductionmentioning

confidence: 99%

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Customer Satisfaction as A Result of Combination of Food Display & Quality

Putra

Anantadjaya

Nawangwulan

2020

MABIS

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Nowadays, visualization of food appearance has become an important factor in influencing customer satisfaction which is creating an unforgettable experience when people visit to the restaurant. The aspect of visualizing the appearance of food must also be balanced by good food quality in the restaurant. The purpose of this study was to identify the effect of visualization of food appearance and food quality in achieving customer satisfaction in Tutup Panci Bistro. In this study, visualization of food appearance has five important factors that support in achieving customer satisfaction, which are; component of the material used, color selection, food texture, shape and size, and layout. Therefore, in previous study, quality of food has three important factors, which are: the taste of food, the variety of menus, and the nutritional content of food. The methodology used in this study was quantitative and qualitative, whereas, quantitative data collection was obtained through questionnaires to guests at Tutup Panci Bistro. Meanwhile, qualitative data is obtained through interviews with food influencers/reviewers. Based on the results obtained, appearance and quality of food have a significant positive influence towards customer satisfaction at Tutup Panci Bistro.

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Section: Resultsmentioning

confidence: 99%

Section: Figure 2 Food Display Focus Pointsmentioning

confidence: 99%

Section: Discussing the Techniques And Art Of Food Presentation Specimentioning

confidence: 99%

Section: Introductionmentioning

confidence: 99%

See 2 more Smart Citations

Customer Satisfaction as A Result of Combination of Food Display & Quality

Putra

Anantadjaya

Nawangwulan

2020

MABIS

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“…They can also provide versatile interpretation possibilities to understand the atmosphere. 84,117 Colors affect the attitudes and expectations of consumers before, during, and after the purchase of the product as well. In several studies, the element of color has been treated with light.…”

Section: Literature Review and Research Hypothesesmentioning

confidence: 99%

The Influence of the color of light on the customers' perception of service quality and satisfaction in the restaurant

Özkul

Bilgili

Koç

2020

Color Research & Application

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The physical evidence is influential on the consumer's attitude, quality perception, and purchasing behavior. The service atmosphere within the physical evidence scope is an element that requires huge investments. Together with low-cost small changes, the physical environment could be rendered much more attractive to the consumer. Color and light are among the elements that are suitable for these changes. This research aims to determine whether the color of light in the service atmosphere affects the customer's quality perceptions and customer satisfaction and whether this effect differs according to the color of light. To this end, the restaurant business, which has an essential place in the tourism industry, was chosen as the research experiment ambient. A total of five experiments were conducted in five ambient lighted in different colors with participants. Data were collected with 204 the form of the experiment question According to the analysis results, the perception of service quality and the level of satisfaction were higher in red and yellow-lighted ambient than those in blue and green-lighted ambient. In line with the results, recommendations were made to reduce the physical environment costs in the service production process in restaurants and to achieve a cleaner service production, sustainable production, and consumption through more efficient use of resources. Highlights 1. The light color in the service atmosphere affects the perceived quality and customer satisfaction. 2. Perceived service quality and customer satisfaction differ according to the light color in the service atmosphere. 3. By changing the light color in the service atmosphere, it is possible to increase the level of quality perception and customer satisfaction in a positive way. 4. By changing the color of the light in the service environment, efficient and sustainable cleaner production can be realized with low costs.

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Investigation of color‐emotion associations of the university students

Demir

2020

Color Research & Application

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This study aims to research the effect of the interface background color choice on the emotion of university students. The study group consisted of 929 Turkish students studying at the vocational colleges of technical and social sciences in Çanakkale Onsekiz Mart University, Turkey. In this study, the descriptive method was used. A color effect form developed by the researcher was used. The validity of the tool was controlled by the faculty members in the Guidance and Psychological Counseling Department of Canakkale Onsekiz Mart University. The analysis of the findings showed that primary, secondary, and tertiary colors had positive impacts on the participants' perceptions except for gray color. In this negative perception, the boredom perception of the gray was affective. The colors having the most positive perceptions of the participants were white, blue, and red. In the positive perception of these colors, their perception of relaxing and encouraging was effective. In the colors' effect, there were significant differences according to the gender and academic education department. Red, black, white, gray, and purple colors' effect changed according to gender, while red, blue, and purple colors' effect changed according to the education department. As a result, this study, which is conducted with the participation of a large number and the usage of software, is expected to be a good reference on color perception and color design for software interface designers.

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Impact of Colors on the Psychology of Marketing — A Comprehensive over View

Cited by 43 publications

References 6 publications

Customer Satisfaction as A Result of Combination of Food Display & Quality

Customer Satisfaction as A Result of Combination of Food Display & Quality

The Influence of the color of light on the customers' perception of service quality and satisfaction in the restaurant

Investigation of color‐emotion associations of the university students

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