When it comes to designing enticing displays in retail stores, there’s a lot more that goes into it than deciding where the “Sale” sign should go. Studies have shown that buying decisions are affected by store layout, lighting, music, and even scent.
The Smell & Taste Research Foundation in Chicago has conducted a number of studies evaluating how certain scents can impact mood and perception. One study placed an identical pair of Nike sneakers in two identical rooms – except one was sprayed with a mixed floral scent and one was odorless. When shoppers filled out surveys evaluating the sneakers, a whopping 84 percent said they preferred the sneakers in the floral-scented room, and that they’d pay about $10 more for them. Clearly, sensory perceptions affect our opinions on products.
Lighting, of course, has a significant impact on retail display as well. A recent study published in LEDs Magazine indicated that the degree of color rendering in a display may have an impact on sales.