Hello everyone, hope you’re having a good weekend. My friend recently sent me an article name “8 Psychological Tricks of Restaurant Menus“, of which I’ve previously written about these two:
#1 the choice overload problem
#2 the compromise effect
My goal is to eventually write about all eight as B&TW posts, so I’m going to write the third one today. Lets start with….”[restaurants] utilize colors”.
It might be difficult for some to believe that something as trivial as a color choice could influence someone’s decisions. However, small changes can have large effects, especially when it comes to human behaviors. Small changes in the environment can leads to huge changes in how you respond.
Color is a great example of this. Blue is a soothing color, often associated with water, sky, ocean and has a calming effect. Red, on the other hand, is an active color, and could be associated with danger, blood, but also passion, love.
One study on color was set in a school classroom, where researchers changed the walls from originally orange/white to royal/light blue. The existing orange carpet is replaced by a grey one. What did this change?
The students’ blood pressure level dropped from 120 to 100, down 17%. Also, they became more attentive and less fidgety, according to the teachers and independent observers. Interestingly, when they tried to change the color back to the orange-themed setting, students started becoming rowdy and blood pressure increased again.
What is amazing is the magnitude of effect from changing a detail that the children would never pay attention to. I wonder how many of us remembers what color our classroom or office wall is. white? or is it blue? light yellow? The students most likely didn’t even notice that someone came in overnight to change the walls and the carpet. Nevertheless, it had a physiological and attitudinal impact on them, which could have benefits short term and long term.

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