Chocolate bars and other supermarket products might sell better from green-coloured point-of-sale stands, Cathrine Jansson will tell delegates at a meeting of the SCI (Society of Chemical Industry) on 3 March. She will be previewing results of new research on the effect of colour on consumers’ behaviour which suggests that we spot green items faster than any other colour tested.
Research into effective design and packaging usually focuses on brand awareness. Jansson’s work is unique in that it looks consumers’ subconscious responses to colour in a busy retail environment like a supermarket or shopping mall. In her study, volunteers were asked to find a coloured target hidden in a range of ‘distractors’. Targets were in ‘basic’ colours blue, red or green, and ‘non-basic’ colours turquoise, beige and peach. The colours significantly affected the speed and accuracy with which the volunteers identified each target.
Consumers make between half and two-thirds of all their purchase decisions when they are about to pay at the checkout. In another part of the study, volunteers looked at two Point of Purchase stands similar to those usually found near supermarket tills. Researchers recorded their reaction to Twixes and KitKats in turquoise, green, or red stands. In the Twix experiment, Twixes in the green stands got attention fastest, but in the KitKat experiment the familiarity of red KitKats meant the red stand got the best response.
Familiarity with a brand is still the most important factor in getting a customer to notice a particular product, admits Jansson. “These results suggest that if you have invested in your brand, don’t change it, but if you are designing an entirely new product, the colour green could give you an important advantage”. She also points out that so far, only six colours have been tested: “Future studies may pinpoint colours that are even more effective as a marketing tool”.
Rosamund Snow | alfa
Illinois researchers researchers find tweeting in cities lower than expected
21.02.2018 | University of Illinois College of Engineering
Polluted air may pollute our morality
08.02.2018 | Association for Psychological Science
University of Connecticut researchers have created a biodegradable composite made of silk fibers that can be used to repair broken load-bearing bones without the complications sometimes presented by other materials.
Repairing major load-bearing bones such as those in the leg can be a long and uncomfortable process.
Study published in the journal ACS Applied Materials & Interfaces is the outcome of an international effort that included teams from Dresden and Berlin in Germany, and the US.
Scientists at the Helmholtz-Zentrum Dresden-Rossendorf (HZDR) together with colleagues from the Helmholtz-Zentrum Berlin (HZB) and the University of Virginia...
Novel highly efficient and brilliant gamma-ray source: Based on model calculations, physicists of the Max PIanck Institute for Nuclear Physics in Heidelberg propose a novel method for an efficient high-brilliance gamma-ray source. A giant collimated gamma-ray pulse is generated from the interaction of a dense ultra-relativistic electron beam with a thin solid conductor. Energetic gamma-rays are copiously produced as the electron beam splits into filaments while propagating across the conductor. The resulting gamma-ray energy and flux enable novel experiments in nuclear and fundamental physics.
The typical wavelength of light interacting with an object of the microcosm scales with the size of this object. For atoms, this ranges from visible light to...
Stable joint cartilage can be produced from adult stem cells originating from bone marrow. This is made possible by inducing specific molecular processes occurring during embryonic cartilage formation, as researchers from the University and University Hospital of Basel report in the scientific journal PNAS.
Certain mesenchymal stem/stromal cells from the bone marrow of adults are considered extremely promising for skeletal tissue regeneration. These adult stem...
In the fight against cancer, scientists are developing new drugs to hit tumor cells at so far unused weak points. Such a “sore spot” is the protein complex...
13.04.2018 | Event News
12.04.2018 | Event News
09.04.2018 | Event News
20.04.2018 | Health and Medicine
20.04.2018 | Materials Sciences
20.04.2018 | Earth Sciences