The role of color on the assessment of retail space : restaurant atmospherics

Abstract

This study aims to search the effects of color on user perception and evaluation of restaurant atmospherics. A case study was designed and done with three types of restaurant (lower class, middle class and upper class) using eight basic colors (purple, pink, red, orange, brown, yellow, green and blue). Undergraduate students of the Department of Interior Architecture and Environmental Design at Bilkent University participated in this research. According to the findings of the research, color preferences were effective on certain user perceptions. Results indicated that warm colors are preferred more than cool colors in general. It was found that participants associated lower prices more with warm colors. Contrary to the expectations, gender differences in relation to color preference were not found in this study.