A new sketch dig into consumer perception of floristry design principles and their impact on purchasing decision , uncover sixth sense into how style elements influence value perception and spending deportment in the flowered market .
According to the American Society for Horticultural Science , floral arrangements predate agriculture , with evidence of flowers used as grave laurel wreath over 11,000 years ago , suggesting even earlier use for adornment . Historically , efflorescence held religious and symbolic significance , adorning temples , palaces , and living events , and played function in Victorian England as a means of occult communication .
" Today , blossom remain central to cultural and societal rituals , supported by technical advances that have expand approachability and variety . The U.S. floral industry is valued at $ 6 billion , but it faces challenge similar to ancientness , including perishability , sumptuousness condition , and trust on consumer movement . Modern return admit monetary value - conscious consumers opting for simpler option and immature generations regain organisation overprice and less appealing compare to other gifts . "
This fresh enquiry evaluates consumer discernment of floral design principles , such as counterbalance , ratio , and concordance , in various arrangements . Findings point that while some buyers show a keen grasp for sophisticated design techniques , others prioritize overall aesthetic appeal over technical inside information . " This multifariousness in consumer preferences offer florists an opportunity to tailor designs to different market segments . "
The study also examines how design quality impacts willingness to pay . Results reveal that consumers are willing to enthrone more in floral arrangements perceived as like an expert craft and visually striking . " This underscores the importance of integrating inviolable design principle to raise the perceived note value of flowered merchandise . "
" These insights are vital for flower store aiming to align their offer with consumer expectations , optimize pricing strategies , and differentiate themselves in a private-enterprise securities industry . By realise what drives consumer choices , floristry professionals can craft arrangements that come across with their clientele while maximize profitableness . "
agree to the source , " The aspiration for this study was to better realise the relationship between people and plant so we can help the horticulture industry infer consumer preferences , perceptions , and motivation . "
This article was a collaborative effort between Dr. Melinda Knuth , Assistant Professor at NCSU , Dr. Charlie Hall , Professor of Horticulture at Texas A&M , and Dr. Marco Palma , Professor in Agricultural Economics at Texas A&M and Dr. Vanessa Woods , NC State and Duke University . Dr. Woods is a prof in the Department of Horticultural Sciences , North Carolina State University and a Research Scientist in the Evolutionary Anthropology department at Duke University .
The full tarradiddle can be find on the ASHS HortScience electronic journal website at : https://doi.org/10.21273 / HORTSCI17273 - 23
For more info : American Society for Horticultural Sciencewww.ashs.org
