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
Geographers provide new insight into commuter megaregions of the US
01.12.2016 | Dartmouth College
Sustainable Development Goals lead to lower population growth
30.11.2016 | International Institute for Applied Systems Analysis (IIASA)
Physicists of the University of Würzburg have made an astonishing discovery in a specific type of topological insulators. The effect is due to the structure of the materials used. The researchers have now published their work in the journal Science.
Topological insulators are currently the hot topic in physics according to the newspaper Neue Zürcher Zeitung. Only a few weeks ago, their importance was...
In recent years, lasers with ultrashort pulses (USP) down to the femtosecond range have become established on an industrial scale. They could advance some applications with the much-lauded “cold ablation” – if that meant they would then achieve more throughput. A new generation of process engineering that will address this issue in particular will be discussed at the “4th UKP Workshop – Ultrafast Laser Technology” in April 2017.
Even back in the 1990s, scientists were comparing materials processing with nanosecond, picosecond and femtosesecond pulses. The result was surprising:...
Have you ever wondered how you see the world? Vision is about photons of light, which are packets of energy, interacting with the atoms or molecules in what...
A multi-institutional research collaboration has created a novel approach for fabricating three-dimensional micro-optics through the shape-defined formation of porous silicon (PSi), with broad impacts in integrated optoelectronics, imaging, and photovoltaics.
Working with colleagues at Stanford and The Dow Chemical Company, researchers at the University of Illinois at Urbana-Champaign fabricated 3-D birefringent...
In experiments with magnetic atoms conducted at extremely low temperatures, scientists have demonstrated a unique phase of matter: The atoms form a new type of quantum liquid or quantum droplet state. These so called quantum droplets may preserve their form in absence of external confinement because of quantum effects. The joint team of experimental physicists from Innsbruck and theoretical physicists from Hannover report on their findings in the journal Physical Review X.
“Our Quantum droplets are in the gas phase but they still drop like a rock,” explains experimental physicist Francesca Ferlaino when talking about the...
16.11.2016 | Event News
01.11.2016 | Event News
14.10.2016 | Event News
09.12.2016 | Life Sciences
09.12.2016 | Ecology, The Environment and Conservation
09.12.2016 | Health and Medicine