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Current Topic: Strategy

Red Is the Color of Indulgence: How Ambient Color Influences Food Decisions

Red Is the Color of Indulgence: How Ambient Color Influences Food Decisions

Visual stimulation plays a key part in how we experience food. Have you ever wondered why so many fast food restaurants use red in their color schemes? It is not a coincidence. It is science. Color is omnipresent in marketing, and for roughly 85% of people, color is a big factor in their decision-making process on whether to purchase or ignore a product. 

From McDonald’s to KFC, the dominance of red in the designs of food establishments is not just about aesthetics. It is a clever psychological strategy. Studies reveal that ambient color plays a powerful role in shaping our decisions, especially in food settings. Red is a standout because compared to most other colors, it is highly influential.

In this article, we will dive into why red holds such influence over food preferences, unpack the psychology behind it, and share actionable tips for marketers and business owners looking to put this knowledge to work.


Rolex or Rollie? The Hidden Costs of Nickname Branding

Rolex or Rollie? The Hidden Costs of Nickname Branding

When consumers adore a brand, they often give it a nickname—from "Rollie" for Rolex to "Beemer" for BMW. Marketers are eager to embrace this consumer-driven brand love and incorporate these nicknames in their marketing strategies to appear more relatable. This tactic is called “nickname branding” and marketers expect positive results from using it. But do brands benefit from this tactic, or does it backfire? While it might seem like a clever way to connect with customers, new research suggests it could have the opposite effect.


Neuromarketing Explains Why Ferrero Chocolates Are Simply Irresistible

Neuromarketing Explains Why Ferrero Chocolates Are Simply Irresistible

Think about the Ferrero Rocher chocolates. Almost everyone recognizes the shiny gold foil that wraps the chocolate. This packaging doesn’t just wrap the chocolates, it makes it look luxurious and special. Unwrapping the small round, rocky-like chocolate, creates a sensory experience even before you take the first bite and taste all the layers of flavor of this small chocolate. Personally, as a chocolate lover, just writing about it has me craving one right now!


Can Auditory Feedback Guide Us Through the World of Invisible Mobile Payments?

Can Auditory Feedback Guide Us Through the World of Invisible Mobile Payments?

Recently, I was at the well-known Dutch supermarket, Albert Heijn, using the self-scan kiosk to pay for my daily groceries. As I tapped my credit card against the terminal, no sound came from the device. Confused, I thought my payment hadn’t gone through, so I tried again. It suddenly dawned on me that the payment might now be deducted twice. Thankfully, this wasn’t the case. The next day, I made another grocery purchase, and this time, the terminal made a sound. I immediately realized how comforting that simple beep was—it reassured me that my payment had gone through. And I’m not alone in this experience. Research has shown that the beeping sounds from the cash register, signaling that the payment was received, significantly boost customer satisfaction (Reynolds‐McIlnay & Morrin, 2019).


Nudge, Nudge, Green Boost: How To Encourage Sustainable Buying Behavior Among Online Shoppers

Nudge, Nudge, Green Boost: How To Encourage Sustainable Buying Behavior Among Online Shoppers

Picture this: You're wrapping up an online shopping session, with the mouse hovering over the checkout button. Suddenly, you notice a little green leaf next to one of the delivery options. "Huh," you think, "that's new." Without much thought, you select it and complete your purchase. Congratulations! You've just been "nudged" into making a more sustainable choice. But how did that happen, and why should marketers care?


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