Dr María Eugenia Martínez Sánchez, from our research group, has recently published a study in the Journal of Consumer Behaviour that explores the psychological and communicative implications of colour at the point of sale. The study was conducted by different researchers from ESIC Business & Marketing School and the University, Barcelona.

The study aimed to determine whether the colors of the components of a commercial establishment (wall, floor, ceiling, and furniture) influence the psychological level and communicative experience of store visitors.

The study used a quasi-experimental methodology to analyze the impact of the independent variables (colors of the different components) on the dependent variables (psychological and communicative). The researchers constructed a tool for the analysis of commercial establishments, which allowed them to establish patterns, and a reception protocol capable of measuring both levels of influence of components and colors.

The study found that the colour of the components of a commercial establishment can influence the subject's primary perception of the establishment with respect to the feeling of pleasantness, comfort, stimulation, calmness, security, spaciousness, formality, and warmth, as well as the perception of the quantity and quality of the information received and overall satisfaction and confidence. The study also found that the colours of the components of a commercial establishment are capable of positively and negatively influencing the perception of the subject.

Overall, the study conducted by Dr. Mª Eugenia Martínez-Sánchez and her colleagues provides valuable insights into the psychological and communicative implications of colour at the point of sale. By understanding the impact of colour on the perception of the subject, retailers and marketers can create a shopping experience that appeals to customers and influences their behaviour.

Reference:

Sánchez, M. E. M., Nicolás-Sans, R., Armengol, J. V., & Díaz, J. B. (2023). Color at the point of sale: Psychological and communicative implications. Journal of Consumer Behaviour, 22(4), 1000-1015. https://doi.org/10.1002/cb.2140