![]() 4 (April 1999).Ģ Roberta Chen and David Lopez, Color Me Hungry: How to Decorate Your Restaurant to Increase Profit and Patronage (New York: Routledge, 2009), 3.Ĥ Jackson, “Color’s Effect on Restaurant Patrons,” 18 and Chen and Lopez, Color Me Hungry, 74–76.ġ1 Toni Morrison, Beloved (New York: Vintage, 2004), 3. ![]() * Note: no page number is necessary in footnote 1 because the sentence describes the source’s general argument rather than data or analysis from a specific location in the source.ġ Shawna Jackson, “Color’s Effect on Restaurant Patrons,” Journal of Restaurant Marketing 13, no. 4 Accordingly, it is difficult to identify a popular restaurant chain that decorates with calmer hues. 2 The same stud y indicates that patrons felt relaxed in blue and purple environments, which causes them to “spend more time considering the menu options and eat at a slower pace.” 3 Although blue décor can give a restaurant a casual, laid-back feel, industry experts believe this color can negatively affect profit. According to a study by Roberta Chen and David Lopez, restaurant customers feel energized in red and yellow environments, which encourages them to order more food. 1 Consider popular fast-food restaurants, which often use red and yellow in their advertising and décor. In a Journal of Restaurant Marketing article, restaurateur Shawna Jackson contends that a restaurant’s color scheme influences how hungry its patrons are. If you do not see the rule you need, consult the manual or website for your style.
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