IKEA design their store environment through visual communications, lighting, colours, music, and scent to stimulate customers’ perceptual and emotional responses and ultimately to affect their purchase behaviour.
1. Lighting
IKEA made use of spotlights to highlight the special merchandise, to make the specific item stand out from the background, adding life to the product with the special feature. The lightings are different based on the different settings and set-up of the home displays; e.g. contemporary and modern designs will have cooler lighting whilst homely set-ups will have warmer lighting.
2. Colour
To set the mood and tone of the department, for different sections of the store, IKEA utilises different colours for the walls, mainly pastel white for the home furniture, light greens for the garden department and brighter colours for the children section.
3. Music
IKEA occasionally plays slow and soothing music, to add to customers’ mood, to slow down their pace, increasing their patience and shopping time, so that customers stay longer, and look at more merchandise, having more patience to walk through the entire circle of the showroom, thus leading to higher chances of more purchases.
4. Scent
The scent in IKEA is just a very light scent, so that it won’t be too strong for customers to handle, and the light scent will help lift the spirits and moods of customers. However, the scent is not as strong as scented candles’ scent, the scented effect is minimal, only to overcome the strong smell of furniture in the store, to maintain customers’ optimal comfort while shopping in IKEA.
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