The Effect of Product Display Based on Color Scheme on Consumer Satisfaction with Product Choice:Using Analogous and Complementary Color Scheme

Abstract

This paper examines the effect of product display order on consumer satisfaction with product choice in products with a wide range of color variations. The studies showed that product displays based on analogous hue color schemes leads to greater visual harmony compared to complementary hue color schemes, as a result, choice difficulty decreases, and product choice satisfaction increases. Furthermore, individuals who employ a holistic thinking style are more likely to perceive visual harmony when presented with analogous hue color schemes.