In this era of eye-catching appearance, color is the first element to awaken customers' vision, and it is the secret of wealth that guides customers to stop in the restaurant. According to a survey by the Center for Pop Color Research, there is a "7-second rule" when choosing products: it only takes 7 seconds for customers to determine whether they are interested in a large number of products. In this short but crucial 7 seconds, color accounts for 67% of the total, becoming an important factor in determining people's likes and dislikes of goods. Therefore, it is very important to become a "lustful" restaurant, which will become a powerful marketing tool for the restaurant and create more wealth value for the restaurant.
1. How important is a "" restaurant
Color is an invisible key to open the hearts of consumers, and a "lustful" restaurant can not only give full play to the visual effect of the space, but also resonate with customers from many aspects such as atmosphere, brand culture, and customer emotion, and indirectly improve the economic benefits of the restaurant. So how to become a restaurant, the following four points are very important:
(1) Improve the size of the space
The right color can not only enhance the beauty of the space, but also adjust the sense of space. Different color tones and different matching methods can effectively change the visual perception of the area or volume of the space. Warm, bright, and high-chroma colors are called forward colors, which can make the space have a sense of progress and look larger than the actual areaColors with cool, low brightness, and low chroma are called fading colors, which will make the space have a sense of retreat, and it will look smaller than the actual area.
For example, in a small space, we use cool colors as the main color, and the soft decoration decoration is balanced with bright colors, so that the space can feel expanded.
On the other hand, when people see white, blue, and cyan, they will feel cold, and it will render a quiet, silent restaurant atmosphere.
For example, high-end restaurants pay attention to elegant dining environments, and they usually use cool colors to create a comfortable dining atmosphere.
(3) Highlight the brand of the restaurant
Cultural color is the most direct expression of restaurant brand culture. The warmth, warmth or noble elegance that the restaurant brand culture wants to express can be found in the most intuitive color.
For example, the Gardener's Pavilion Hotel, their brand positioning is "to be a Chuzhou party restaurant with temperature and attitude", and the overall VI design uses gentle wheat color as the main color, highlighting the cultural atmosphere of Yindinghao, and the visual effect is elegant and generous.
Another example is drunken red fire (self-roasted tendons), their cultural positioning is "energetic, marketable, not rental". The VI design of their home is based on warm red, which not only highlights the characteristics of the barbecue category, but also gives people a warm cultural feeling. The color red is in perfect harmony with "Energetic and Upward", giving people a very intuitive cultural experience.
(4) Regulate the emotions of customers
Color can dominate the customer's emotion, and can produce an invisible but very effective emotional catalytic effect, allowing customers to get a real emotional experience directly or indirectly. Warm spaces feel warm and vibrant, while cool-tones make people feel quiet and peacefulColors with high brightness and high saturation make people feel light, while colors with low brightness and low saturation make people feel heavy.
Fast food restaurants generally expect a high turnover rate and a large volume. Therefore, the colors of fast food restaurants are generally warm colors with high brightness and high saturation, such as lemon yellow, vermilion, etc.
For example, the design of KFC catering uses red as the main color, giving people a sense of lightness and excitement. When customers eat in such a warm environment, they will subconsciously speed up the pace of their actions, so that the speed of the whole restaurant will be faster and the turnover rate of the restaurant will be improved.
2. How to apply "lust" in restaurants
A "lustful" restaurant should not only capture the customer's eye visually, but also capture the customer's heart from the inside. In order to achieve the effect of "taking into account both inside and outside", we must clarify the emotional expressions of different colors, grasp the various relationships between space and lighting, and let the color give full play to its unique charm in the restaurant space.
(1) Emotional expressions that clarify colors
Different colors have different emotional expressions, and they play a huge role in the dining space, stimulating the senses of customers all the time and influencing the expression of customers' feelings. If we want to be a "" restaurant, we must first clarify the emotional expressions of different colors.
Red has the longest wavelength and the greatest visual impact among all colors, red will trigger people's excitement, happiness, it is a warm color, will make people warm, warm, thriving and festive associations. For example, hot pot restaurants and barbecue restaurants can use red as the main color of the restaurant. Because red is a representative color of fresh and spicy, it can not only give customers a strong visual impact, but also stimulate customers' appetite.
Yellow can give customers a feeling of sunshine, nobility, warmth, and brightness, and it is a happy, slightly excited color that stimulates areas of the brain that are associated with anxiety. China used yellow as the professional color of the emperor, so the sense of luxury possessed by yellow is irreplaceable by other colors.
Green is a natural color, a representative color of vitality, freshness, and health. For example, many restaurants that pay attention to freshness and environmental protection will use green as the main color, which not only makes the entire restaurant space look clean and bright, but also can give customers a pleasant and healthy feeling.
Blue is a color with a short wavelength, which is often reminiscent of natural scenery such as the sky and the sea, and can make people feel sane, refreshing, and cheerful. For example, in an ocean-themed restaurant, you can cleverly use blue to immerse customers in the world of the ocean, and at the same time, you can also make customers feel a relaxed and quiet dining atmosphere.
White color can give customers a feeling of cleanliness, good quality, and fresh ingredients. For example, some health soup brands have a milky soup base, which can often give people a feeling of health and nourishment.
Different types of restaurants can reasonably choose different colors according to the characteristics of the restaurant to achieve marketing purposes.
(2) Render different restaurant atmospheres
The rendering of color to the atmosphere of a restaurant is related to the psychological effect that people have on the color of the space. Small variations in color in a restaurant can make customers feel differently or physically. Red, orange and yellow can create a warm feeling and stimulate warm emotions in the hearts of customers.
For example, if a space is originally decorated in black, white and gray, if you use bright red on the tables, chairs or other furnishings, it will make the whole space bright and welcoming.
(2) Grasp the collocation method of spatial color
In terms of color matching of the dining space, we must first determine the main color that meets the characteristics of our own catering, and the main color has a leading role in the whole space. Secondly, we set the local color tone for different regional functions of the dining space.
In areas where sunlight is lacking and where lighting is used in dining spaces, we can use bright warm colors to enhance the warmth and intimacy. In sunny spaces and hot places, we can use more subtle cool colors.
High-brightness colors can be used in the façade**, reception area, toilet, and elevator hall to obtain a dazzling, clean and hygienic feeling. Cafes, bars, western restaurants and other places are decorated with low-brightness colors, which can give people a warm atmosphere and an elegant dining atmosphere.
In the dining area and private rooms, we can use a variety of light tones with lower purity to achieve a quiet, soft and comfortable atmosphere in the space.
If there is only a uniform color in the dining space, the lack of change will make the space look monotonous and dull. Therefore, we must also properly handle the relationship between unity and change, and demand that change be sought on the basis of unity. The ups and downs of the color inside the dining space should also form a certain rhythm and rhythm, so that the space becomes vivid and harmonious.
(3) Use different colors of lighting effects
People can see color through light, and color and light influence and interact with each other, which determines the comfort and style of the dining space. Therefore, it is very important to deal with the relationship between color and light.
For example, in private dining spaces such as western restaurants, bars, and high-end clubs, soft and low-key color lighting should be used in the selection of light sources, and the overall illumination level of this type of color lighting is low. The location of the visual center of the dining space can be selected with characteristic decorative lights to highlight the lighting effect.
For example, hotels, restaurants, restaurants and other casual dining spaces are often used for business or other banquets. Therefore, the overall atmosphere of the lighting should be friendly and not abrupt, and the illuminance of the light will be controlled at 100-200i. Point light sources, strip light sources or various types of luminaires can meet the requirements for good lighting.
For example, in fast-consumption spaces such as school cafeterias, cafeterias, and fast food restaurants, customers are pursuing convenient and fast service, while shopkeepers are pursuing larger and faster customer circulation, so the tonality of the entire space will be cheerful and bright. Generally, a concise and modern lighting form is adopted, and it is recommended to use 500-1000ix high-illumination and high-uniformity lighting to reflect economy and efficiency.
Of course, no matter what kind of lighting color of the catering space, the color of the food can not be ignored, which requires the light source that illuminates the food to have good color rendering, and generally uses accent lighting to illuminate the food, so as to improve the color brightness of the food and increase the appetite of the guests.
Conclusion: The customer's consumption can be visually guided, and the dominant customer vision is the color, you don't want to fall behind, you must use the color of the restaurant as a visible competitiveness to create. Only by mastering the secret of "lustful" can we capture the hearts of more customers, so as to gain a firm foothold in the fierce competition in the catering industry and harvest more wealth.
This article is excerpted from China Good Restaurant Magazine
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