Florists utilize design theory to craft arrangements that are anticipated to be aesthetically pleasing to consumers, thereby boosting purchase rates and expenditures. Nevertheless, certain aspects of design theory and its correlation with consumer acceptance and spending remain untested through empirical research.

By employing mixed logit models and eye-tracking technology, the researchers delved into whether consumer preferences align with three fundamental elements of established floral design theory: line, color, and form. Additionally, consumer inclinations towards floral species, although not conventionally considered within design theory, were examined due to their potential impact on consumer purchasing decisions. The study's findings challenge prevailing design theory, as consumers exhibited diverse preferences. Specifically, they placed value on symmetrical form, favored arrangements with similar (yet not identical) colors, and, surprisingly, identified the presence of roses as the most pivotal factor in capturing consumer attention and enhancing the willingness to pay.

Knuth, M., Woods, V., Wu, X. (., Hall, C., & Palma, M. (2023). Elements of Style in Floral Arrangements: How Discerning Are Consumers Toward Floristry Design Principles and How Much Are They Willing to Pay?. HortScience, 58(12), 1560-1567. Retrieved Nov 28, 2023, from https://doi.org/10.21273/HORTSCI17273-23

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