Evaluation of store image with respect to the value and warmth of color on store surface elements

Abstract

This study examined the changes in value and warmth of color on store surface elements considering store image. To evaluate the store image, four different existing retail stores were chosen which had surfaces in red, green, yellow and blue colors which also referred four primary colors (red, green, yellow and blue) of Natural Color System (NCS) and these retail stores were manipulated through a 3D modeling program. Manipulated samples represented 20 per cent increased and decreased values as well as opposite colors of these four color hues. A questionnaire was used to understand whether changes in color made any difference on perception of the store image. The questionnaire consisted of 13 adjective pairs and a six-point semantic differential scale to evaluate manipulations in retail store samples in terms of prestigiousness and liking. Eighty Bilkent University students participated from different departments except design departments. According to results, value manipulations seemed to influence perception of store image. Differences in warmth of color had conflicting results with previous studies when prestigiousness was taken into consideration