Have you ever noticed that most frozen yogurt shops, even two completely different chains, look exactly the same. Seriously it’s like all frozen yogurt shops were separated at birth or something. Think about it. You know it to be true. Most, if not all, of these frozen yogurt shops, that continue to steadily increase in popularity, feature pastel colors in abundance, bright lighting, modern fixtures, and cute mascots. Right? Right. And that is no coincidence.
It’s like they say first impressions are everything. As a recent piece in Business Insider puts it:
“There’s a science behind this design that actually makes stores more
profitable, says Ekaterina Kohlwes, owner of Mindful Design Consulting, a
San-Diego based interior design company that has designed more than 30
Clearly the only offering large cups trick isn’t the only thing frozen yogurt shops are doing to get customers to spend more money every time they want a tasty frozen treat.
With that in mind here are some psychological tricks frozen yogurt shop owners use to get customers to spend more while fulfilling their yogurt craving:
Use more Pastel Colors than an Easter Egg Basket
Pastels are colors that promote a healthy mindset, help put customers in a joyful mood, and actually bring to mind thoughts of the creamy and delicious frozen yogurt they’re about to consume. These colors are also commonly used to accent soft serve and frozen yogurt machines for this very reason.
Green in particular can be used to call to mind health and is commonly used in frozen yogurt shops to emphasize the fact that they are healthier dessert option.
Use Soft Fonts
Softer fonts with a rounded shape help invoke the softer look and appeal of frozen yogurt and can can even subliminally influence customers to want to eat more. Additionally the fonts will also help make your shop seem more fun and appealing to potential customers.
Lighting is key
Lights. Specifically bright lights for that matter are vital to the impression customers will get when walking in to your shop. All frozen yogurt shops need to be extremely well lit so that they feel more inviting and to highlight the machines and toppings. Many shops use low hanging fluorescent lights in order to achieve the desired brightness without seeming harsh or overwhelming.
Use Cute Mascots to Appeal to Families
According to a Taylor study women with children in tow still make up the majority of frozen yogurt customers, with numbers reaching as high as 68%. Shops with mascots are much more appealing and therefore more likely to attract customers, for example Menchies a popular national chain features a smiling figure with a swirl of frozen yogurt for hair, Atlanta based Yogli Mogli uses a grinning anthropomorphised cup of yogurt, and Yogurtland has a deal with Sanrio to use Hello Kitty. Having a cute mascot never hurts sales, especially with families who are a frozen yogurt shops target audience.
Do you have any other designs frozen yogurt shop owners could use to help increase sales? Leave a comment below!