Introduction
To combat low flower-buying trends among young adults ages 18-25, the PIE Center received a grant from the American Floral Endowment (AFE) to examine what factors significantly influence purchasing and retail shopping behaviors. The PIE Center conducted a two-part study to determining what fragrances and colors were most appealing to young adult consumers, which AFE could increase sales within the target audience.
PIE Center researchers used innovative facial recognition software that used computer algorithms and modeling to assess and analyze facial expressions as a function of six expressive states ranging from happy to sad. In one study, college-aged subjects were asked to choose their favorite out of four naturally derived fragrances, as well as the color of flower they most preferred from five most commonly available choices. The second study also engaged 18-25-year-olds, who received a set of Styrofoam cups that contained five combinations of fragrance and color. The combinations received were those identified by the first study as the most and least preferred. Subjects of the second study were asked to share their perception of the combinations as well as which combinations they preferred.
Key findings
In the first experiment, 20.9% of subjects preferred red flowers and 20.9& also preferred pink flowers. The sweet fragrance was chosen by 44% of the subjects. Analysis of the chosen combinations identified five preferred fragrance and color combinations: sweet and red, sweet and purple, spicy and red, rosy and red, and rosy and pink.
PIE Center researchers added a control with no color or fragrance in the second study. The results indicated significant difference among the combinations with respect to the subjects’ likeliness to purchase. Participants were most likely to purchase the rosy and red combination, and least likely to buy the control combination.
The facial recognition software determined the subjects’ overall response was positive toward the scent/color stimuli. Moderate to low levels of surprise and sadness were indicated by eyes opening and narrowing, mouths opening and closing, brows lifting and eyes moving toward and away from the stimuli. The indication of surprise and sadness was expected as a sub-conscious response to the introduction and removal of the scents and colors and does not necessarily describe reactions the particular scent or color.
Overall, the young adult consumers preferred the fragrance and color combination most associated with a rose. Given that these subjects were more likely to be novice buyers or non-purchasers, they would be more likely to orient themselves to expected or traditional color and fragrance combinations, and less likely to respond to novelty effects.
Recommendations
PIE Center researchers recommended AFE continue to combine surveyed preferences with the facial recognition software to predict the response of targeted audiences and to find appealing sensory combinations. This practice could be used to screen new items to see if they really appeal to people’s senses more than other similar products on the market.
