This master thesis examines how interior colours in retail stores affect consumers both psychologically and physically. Previous research has shown that colours affect consumers, but despite this fact many retail stores in Denmark have a limited use of colour. This leads to interesting research areas such as the importance of culture in interior design and determining which colours are the most appropriate to use and combine. This also raises questions such as do colours have the same intended effect that we have ascribed to them? And is it possible to formulate certain guidelines when colors are used as a part of interior design? To investigate these questions above a theoretical reference frame will be used. The S-O-R model, which is commonly used for exploring the stimuli in physical surroundings, will be used for this purpose. As regards to the empirical methods, these will include a questionnaire survey, an analysis and comparison of two sports goods shops, and expert interviews with interior designers, a colour consultant, and a consumer behaviour analyst. Furthermore, previous studies within the subject will be reviewed and critically evaluated. The results of the research showed that colors are very context-dependent which makes it difficult to formulate certain rules and guidelines for its use. Besides being context-dependent, other variables such as the store’s brand values, the country’s culture, and natural surroundings will also affect the interior designer’s colour choices. Furthermore, colour association is very individual which also makes it difficult to generalize on the consumers’ colour associations and preferences. The use of colour stimuli requires great consideration in order to create a comfortable atmosphere that will lead to approach behaviour among consumers. If these considerations are well thought out and adapted to the brand then it is presumed that the store will attract many consumers and increase its turnover.
|Uddannelser||Cand.ling.merc Erhvervssprog og International Erhvervskommunikation (Interkulturel Marketing), (Kandidatuddannelse) Afsluttende afhandling|