THE INFLUENCE OF COLOR ON CONSUMER'S AFFECTIVE SIDE IN COMMERCIAL SPACE: A LITERATURE REVIEW APPROACH
DOI:
https://doi.org/10.58982/jadam.v2i2.263Keywords:
space atmosphere, commercial space, consumer behavior, colourAbstract
Purpose: This study aims to look at strategies for arousing consumers' affective side. The affective side studied is the desire to enter the room, the desire to shop, and the mood in a commercial space.
Research methods: This study uses the library study method. This method uses literature as a source of research answers. The literature obtained will be categorized and analyzed to find valid answers.
Findings: We need the right strategy in combining colors to form a space atmosphere that invites and arouses consumer shopping interest. Colors with a combination of blue or green-yellow are suitable for entrances, while cool colors are good for use in spaces. Cool colors will help influence shopping decisions and consumer moods. This combination is crucial in maximizing profits in commercial ventures.
Implications: The role of color in a commercial space is significant. Designers must be able to choose colors wisely and flexibly. This choice is because each color has a different role and function in evoking the affective side of consumers.
Downloads
References
J. A. Bellizzi and R. E. Hite, ‘Environmental color, consumer feelings, and purchase likelihood’, Psychol. Mark., vol. 9, no. 5, pp. 347–363, 1992.
A. E. Crowley, ‘The two-dimensional impact of color on shopping’, Mark. Lett., vol. 4, no. 1, pp. 59–69, Jan. 1993, doi: 10.1007/BF00994188.
S. E. Middlestadt, ‘The Effect of Background and Ambient Color on Product Attitudes and Beliefs’, ACR North Am. Adv., vol. NA-17, 1990, Accessed: Nov. 21, 2022. [Online]. Available: https://www.acrwebsite.org/volumes/7028/volumes/v17/NA-17/full
P. Kotler, ‘Atmospherics as a marketing tool’, J. Retail., vol. 49, no. 4, pp. 48–64, 1973.
J. Baker, D. Grewal, and A. Parasuraman, ‘The Influence of Store Environment on Quality Inferences and Store Image’, J. Acad. Mark. Sci., vol. 22, no. 4, pp. 328–339, Sep. 1994, doi: 10.1177/0092070394224002.
W. R. Darden and B. J. Babin, ‘Exploring the concept of affective quality: Expanding the concept of retail personality’, J. Bus. Res., vol. 29, no. 2, pp. 101–109, Feb. 1994, doi: 10.1016/0148-2963(94)90014-0.
E. R. Spangenberg, A. E. Crowley, and P. W. Henderson, ‘Improving the Store Environment: Do Olfactory Cues Affect Evaluations and Behaviors?’, J. Mark., vol. 60, no. 2, pp. 67–80, Apr. 1996, doi: 10.1177/002224299606000205.
D. R. Buana, ‘Analisis Perilaku Masyarakat Indonesia dalam Menghadapi Pandemi Virus Corona (Covid-19) dan Kiat Menjaga Kesejahteraan Jiwa’, SALAM J. Sos. Dan Budaya Syar-I, vol. 7, no. 1, Art. no. 1, Mar. 2020, doi: 10.15408/sjsbs.v7i3.15082.
A. J. Elliot, M. D. Fairchild, and A. Franklin, Handbook of Color Psychology. Cambridge University Press, 2015.
M. Love and C. Grimley, Color, Space, and Style: All the Details Interior Designers Need to Know but Can Never Find. Rockport Publishers, 2007.
S. Bleicher, Contemporary Color?: Theory and Use, 2nd Edition. Cengage Learning, 2012.
I. K. D. M. Putra, N. K. R. Primadewi, N. L. P. D. W. Astiti, N. P. D. Sujianti, and I. P. U. Wasista, ‘APLIKASI KONSEP MANGA JEPANG PADA DESAIN INTERIOR SUSHI TSUKI’, J. Vastukara J. Desain Inter. Budaya Dan Lingkung. Terbangun, vol. 2, no. 2, Art. no. 2, Aug. 2022.
N. K. R. Primadewi, N. M. L. S. Wirasa, and I. P. U. Wasista, ‘THE BEAUTY OF TABANAN AS AN INSPIRATION FOR INTERIOR DESIGN AESTHETIC ELEMENTS’, J. Aesthet. Des. Art Manag., vol. 2, no. 1, Art. no. 1, Apr. 2022.
I. W. B. Ika and P. A. Darmastuti, ‘THE AESTHETICS OF KORI KUWADI’, J. Aesthet. Des. Art Manag., vol. 2, no. 1, Art. no. 1, Apr. 2022.
N. L. K. R. Kerdiati, ‘UNDERSTANDING WOOD FINISHING USING THE JAPANESE WOOD BURNING TECHNIQUE (SHOU SUGI BAN) IN ARCHITECTURE’, J. Aesthet. Des. Art Manag., vol. 1, no. 1, Art. no. 1, Oct. 2021.
S. Epstein, ‘Integration of the cognitive and the psychodynamic unconscious.’, Am. Psychol., vol. 49, no. 8, pp. 709–724, 1994, doi: 10.1037/0003-066X.49.8.709.
R. D’Andrade and M. Egan, ‘the colors of emotion’, Am. Ethnol., vol. 1, no. 1, pp. 49–63, Feb. 1974, doi: 10.1525/ae.1974.1.1.02a00030.
N. Kaya and H. H. Epps, ‘Relationship between color and emotion: A study of college students’, Coll. Stud. J., vol. 38, no. 3, pp. 396–405, 2004.
P. J. Lang, ‘A Bio-Informational Theory of Emotional Imagery’, Psychophysiology, vol. 16, no. 6, pp. 495–512, Nov. 1979, doi: 10.1111/j.1469-8986.1979.tb01511.x.
F. M. Adams and C. E. Osgood, ‘A Cross-Cultural Study of the Affective Meanings of Color’, J. Cross-Cult. Psychol., vol. 4, no. 2, pp. 135–156, Jun. 1973, doi: 10.1177/002202217300400201.
S. E. Palmer, ‘Color, consciousness, and the isomorphism constraint’, Behav. Brain Sci., vol. 22, no. 6, pp. 923–943, Dec. 1999, doi: 10.1017/S0140525X99002216.
L. M. Butterfield, ‘Contemporary Danish Fiber Art: The Interpretation of Meaning.’, Unpublished Doctoral Dissertation, University of Minnesota, St. Paul, MN, Minnesota, 1990.
H. von Helmholtz, Treatise on Physiological Optics. Courier Corporation, 2013.
B. S. Herring and M. P. Bryden, ‘Memory colour effects as a function of viewing time.’, Can. J. Psychol. Rev. Can. Psychol., vol. 24, no. 2, pp. 127–132, Apr. 1970, doi: 10.1037/h0082840.
L.-C. Ou, M. R. Luo, A. Woodcock, and A. Wright, ‘A study of colour emotion and colour preference. Part I: Colour emotions for single colours’, Color Res. Appl., vol. 29, no. 3, pp. 232–240, Jun. 2004, doi: 10.1002/col.20010.
G. Lakoff and M. Johnson, Philosophy in the Flesh: The Embodied Mind and its Challenge to Western Thought. Basic Books, 1999.
D. T. Sharpe, The psychology of color and design. Oxford, England: Nelson-Hall, 1974, pp. xiii, 170.
L. B. Wexner, ‘The degree to which colors (hues) are associated with mood-tones’, J. Appl. Psychol., vol. 38, pp. 432–435, 1954, doi: 10.1037/h0062181.
L. Mesher, Basics Interior Design 01: Retail Design. Ava Publishing, 2010.
G. R. Foxall, ‘The behavioural perspective model: Consensibility and consensuality’, Eur. J. Mark., vol. 33, no. 5/6, pp. 570–597, Jan. 1999, doi: 10.1108/03090569910262143.
M. Brengman, ‘The impact of colour in the store environment: An environmental psychology approach’, PhD Thesis, Ghent University, 2002.
R. J. Donovan, J. R. Rossiter, G. Marcoolyn, and A. Nesdale, ‘Store atmosphere and purchasing behavior’, J. Retail., vol. 70, no. 3, pp. 283–294, Sep. 1994, doi: 10.1016/0022-4359(94)90037-X.
G. J. Gorn, A. Chattopadhyay, J. Sengupta, and S. Tripathi, ‘Waiting for the web: how screen color affects time perception’, J. Mark. Res., vol. 41, no. 2, pp. 215–225, 2004.
A. E. Schlosser, ‘Applying the Functional Theory of Attitudes to Understanding the Influence of Store Atmosphere on Store Inferences’, J. Consum. Psychol., vol. 7, no. 4, pp. 345–369, 1998, doi: 10.1207/s15327663jcp0704_03.
B. J. Babin, D. M. Hardesty, and T. A. Suter, ‘Color and shopping intentions: The intervening effect of price fairness and perceived affect’, J. Bus. Res., vol. 56, no. 7, pp. 541–551, 2003.
R. M. Gerard, ‘Differential effects of colored lights on psychophysiological functions’, PhD Thesis, University of California, Los Angeles., 1958.
K. W. Jacobs and F. E. Hustmyer Jr, ‘Effects of four psychological primary colors on GSR, heart rate and respiration rate’, Percept. Mot. Skills, vol. 38, no. 3, pp. 763–766, 1974.
G. D. Wilson, ‘Arousal properties of red versus green.’, Percept. Mot. Skills, 1966.
J. P. Guilford, ‘The affective value of color as a function of hue, tint, and chroma’, J. Exp. Psychol., vol. 17, pp. 342–370, 1934, doi: 10.1037/h0071517.
B. Wright and L. Rainwater, ‘The meanings of color’, J. Gen. Psychol., vol. 67, no. 1, pp. 89–99, 1962.
L. Weller and R. Livingston, ‘Effect of color of questionnaire on emotional responses’, J. Gen. Psychol., vol. 115, no. 4, pp. 433–440, 1988.
P. Valdez and A. Mehrabian, ‘Effects of color on emotions’, J. Exp. Psychol. Gen., vol. 123, pp. 394–409, 1994, doi: 10.1037/0096-3445.123.4.394.
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2022 I Putu Udiyana Wasista, Ni Luh Kadek Resi Kerdiati, Putu Ari Darmastuti
This work is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.
