If you are in the F&B industry, you need to be aware that colour plays a huge part in visual perception, emotion and human behaviour.
According to the acclaimed bestseller Successful Restaurant Design by Regina Baraban and Joseph Durocher: “Bold, primary colours and bright lighting encourage turnover and are appropriate for quick-service and casual restaurants that depend on fast turnover.”
Hence, red is the most common colour used by fast-food chains either in their logo, restaurant decor or in some part of their brand.
In fact, real world testing showed that red tablecloths will make a person eat more.
According to a 2006 study in the journal Management Decision, people make up to 90% of their snap decisions based on colour alone. As red is such an intense colour, it will evoke a powerful reaction much more quickly than other colours. This will trigger the urgency in customers’ minds and lead to impulse buys.
So next time when you have a sudden craving for McDonald’s, blame it on the colour scheme.