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.
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Kawamata et al. (2024) studied this question.
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