Color psychology: between science, decor and customer experience

Colors are everywhere in our living and working spaces. They sometimes regulate and influence our mood, our perception, and sometimes even our behavior, but has this influence always been conscious? And how can it be used in the restaurant industry to improve the customer experience?

A brief historical glance: color, between necessity and symbolism

Before the 20th century, color choices were primarily dictated by pigment availability and cost. Rare shades, such as ultramarine blue or Tyrrhenian purple, were reserved for the elite, while modest households made do with ochres, lime, and local pigments, reflecting territorial and cultural identity. Color was therefore a social and symbolic marker, but rarely thought to influence behavior.

With industrialization and the advent of synthetic pigments, color became more accessible, allowing designers and decorators to choose palettes based on the desired aesthetic and experience. But it was in the 20th century that color psychology truly entered marketing and interior design: colors were no longer just used for decoration; they became levers of influence.

You have probably seen the many restaurants and cafes that transform their spaces by playing on the simplicity of the furniture, the staging and a choice of rich color palettes.

The psychology of colors: how our brain reacts

Today, many studies show that color affects our unconscious:

• 90% of quick judgments about a product are based on its color
• In catering, red stimulates the appetite , blue tends to curb it , and green evokes health and naturalness.
• Food and purchasing decisions are often made in the blink of an eye: up to 67% of decisions are said to be influenced by perceived color in less than 7 seconds.

These figures show that color is never neutral: it influences mood, perception and even consumer behavior.

Color as a marketing lever and customer experience

In the restaurant and retail sectors, color is now used as a strategic tool to create a strong identity and generate viral content. Several restaurants have made their color palette a key element of their success:

• Sketch, London : A powder pink salon and restaurant. Each visitor becomes an ambassador by sharing photos on Instagram. The pink evokes softness, luxury, and originality, creating a memorable and recognizable experience.
• Pietro Nolita, New York : Total immersion in pink, from furniture to accessories. The result: customers stay longer, take photos, and spread the restaurant's image.
• Elan Café, London : Pastel colors and floral walls create a kawaii and playful atmosphere. Soft tones create relaxation and enjoyment, encouraging social interaction and building loyalty.

The strong points?

Strong visual identity, immersive experience, free virality on social media. It's a marketing tool that works more than ever. The "pep" of these places offers vitality and good energy and puts you in a good mood... (at least that's the goal).

The limits?

The high cost, the risk of overly trendy or artificial, the feeling of an "Instagrammable place" rather than a friendly one, and a certain weariness. And yes, betting on this type of place also means planning to repaint the walls, regularly, to create an Instagrammable revival.

Towards thoughtful and responsible use

While color is a powerful tool, it must be used wisely. The customer experience isn't just about color: textures, lighting, materials, layout, and even fragrances (artificial or not) are just as important. Color should complement an authentic and cohesive ambiance, rather than being a mere "visual gimmick."

The story also reminds us that the perception of color is influenced by cultural and social context: what works in a restaurant in London will not have the same effect in a coworking space or in a domestic interior.

My conclusion

In restaurants and hotels, color isn't just a decorative detail: it shapes the experience, influences behavior, and can become a powerful marketing tool. But it must be used intelligently: not too artificial, ephemeral, or manipulative. The right mix transforms a space into an unforgettable, shared, and memorable experience.

The key? Go beyond a simple aesthetic choice and think of color as a vehicle for emotions, memories, and identity. Beyond living spaces, color is used by most brands to convey their message or inscribe their name in people's memory.

If I say Groupama or Cofidis, what color do you think of? There you have it, the goal of these brands has been achieved.

In a future article, we will look at the musical choices of brands and how they are created to make an impression... If I say Lapeyre or SNCF, which sound comes back? Don't miss our next article.