دوره 36، شماره 2 - ( 1405 )
|
برگشت به فهرست نسخه ها
Download citation:
BibTeX | RIS | EndNote | Medlars | ProCite | Reference Manager | RefWorks
Send citation to:
BibTeX | RIS | EndNote | Medlars | ProCite | Reference Manager | RefWorks
Send citation to:
Shirazinejad A, Heidari E, Esfidani M R. The Role of Light and Colour as Visual Cues in Customer Attraction: Evidence from Restaurant Interiors Environments. IJAUP 2026; 36 (2)
URL: http://ijaup.iust.ac.ir/article-1-783-fa.html
URL: http://ijaup.iust.ac.ir/article-1-783-fa.html
The Role of Light and Colour as Visual Cues in Customer Attraction: Evidence from Restaurant Interiors Environments. دانشگاه علم و صنعت ایران. 1405; 36 (2)
چکیده:
The visual atmosphere of hospitality interiors plays a significant role in attracting customers and shaping their perception of space, yet its links to emotional response and time perception remain underexamined within interior architecture research. Addressing this gap, this study examines lighting and colour in restaurant interiors as a representative hospitality setting in which atmospheric variations can substantially influence customer behaviour. Adopting a multidisciplinary quantitative approach that integrates indoor environmental quality (IEQ), marketing, and behavioural psychology, the research tested four hypotheses using data collected from 441 participants in Tehran. A comparative analysis was conducted across four lighting–colour conditions of restaurants: warm/bright, cold/bright, warm/dim, and cold/dim. The findings demonstrate that lighting and colour significantly influence both emotional response and perceived waiting time, although in contrasting ways. The cold/bright condition generated the strongest emotional response, whereas the warm/bright condition was most effective in reducing perceived waiting time. Both variables significantly contributed to customer attraction, with emotion showing the stronger predictive effect (β = 0.520 compared to 0.346). The findings redefine IEQ, focusing on light and colour, as an active and measurable design strategy rather than a passive decorative background.
نوع مطالعه: Research Paper |
موضوع مقاله:
General Architecture
| بازنشر اطلاعات | |
 | این مقاله تحت شرایط Creative Commons Attribution-NonCommercial 4.0 International License قابل بازنشر است. |
