Today’s Restaurant, the trade newspaper for the restaurant industry in Florida and Georgia offers:
|How colors impact restaurant guests’ dining experience|
Philadelphia, PA – SCA and its global hygiene brand Tork created the Color Experiment to learn the effects of color on dining experiences. Results show that color has a clear impact on restaurant guests’ moods and emotions, helping inspire hospitality industry design.
“We know that color sets the tone and ambiance of a restaurant,” said Suzanne Cohen, Foodservice Marketing Director with SCA’s North American Away from Home Professional Hygiene business. “But we wanted to learn more about how colors enhance guests’ experiences and whether specific colors are better-suited for certain environments.”
The experiment consisted of 16 guests equipped with brain wave headsets, experiencing eight different environments, each in a different color. Each setting was designed with restaurant attributes – from walls and floor to furniture and tableware – designed solely in one color.
For each color experience, the guests were asked to taste a beverage and a miniature macaron – identical in all aspects except for color, matched to the surrounding environment. The study measured participants’ brain activity and heart rate in each setting, and each participant answered questions on their reactions to the different settings.
The analysis showed distinct, reoccurring patterns in moods and emotions provoked by each color. The study also revealed that participants perceived correlation between certain colors and occasions (e.g., romantic dinner dates vs. a formal business lunch). Results were then analyzed to create a profile for each color (highlights below).
“At SCA, we are committed to research that leads to the products and solutions that help our customers be ready for business. We hope that the results of the Color Experiment help inspire restaurant owners and managers when they design their establishments,” said Cohen. “Whether the goal is to spark romance or encourage relaxation, Tork recognizes that color and harmony are important factors in creating the perfect dining experience.”
While some furnishings are designed to stand out, others should blend into the environment where they are used. Tork Xpressnap® tabletop napkin dispensers are available in a broad range of contemporary colors to suit different environments and needs. They are also designed to dispense premium Tork napkin products, so restaurateurs don’t have to sacrifice quality for style.
Key Color Experiment Results:
More information about the color experiment
The study was executed by research agency United Minds, commissioned by Tork, an SCA brand, with the purpose of testing how colors affect dining experiences. The experiment was held at the venue Färgfabriken (“The Color Factory” in Swedish) in Stockholm, Sweden on December 2nd 2015. The test was performed with 16 individuals, distributed into four separate sessions, providing 128 unique observation points. The test persons were recruited to ensure a good demographic variety. Each of the test subjects was equipped with an EEG recorder headset (MindWave Mobile) and a heart rate wristband (Mio FUSE) throughout the experiment. The test subjects spent five minutes in each room. During each session the EEG device recorded five observations of brain wave data per second, resulting in some 1500 brain wave observations per room and person. The heart rate was recorded continuously in each room. After each five-minute session, the rooms were restored and test subjects moved to the next room to follow an identical procedure. To minimize the effect of fatigue and routine on the overall results, the experiment was designed so that each room had the same number of starts and finishes. All data was aggregated room by room and then analyzed in relation to other rooms in order to reveal potential differences in experience that could be due to the change in colors.
The Tork brand – torkusa.com - offers professional hygiene products and services to customers ranging from restaurants and healthcare facilities to offices, schools and industries. Products include dispensers, paper towels, toilet tissue, soap, napkins, and industrial and kitchen wipers. Through expertise in hygiene, functional design and sustainability, Tork has become a market leader. Tork is a global brand of SCA, and a committed partner to customers in over 90 countries.
SCA – sca.com - is a leading global hygiene and forest products company. The Group develops and produces sustainable personal care, tissue and forest products. Sales are conducted in about 100 countries under many strong brands, including the leading global brands TENA and Tork, and regional brands, such as Libero, Libresse, Lotus, Nosotras, Saba, Tempo, Vinda and Zewa. As Europe’s largest private forest owner, SCA places considerable emphasis on sustainable forest management. SCA was founded in 1929, has its headquarters in Stockholm, Sweden.