Example of a floral arrangement choice slide that the participants viewed.
(Photo courtesy of the Cognitive Behavioral Lab at NCSU)
Raleigh, NC - A new study delves into consumer perceptions of floristry design principles and their impact on purchasing decisions, uncovering insights into how style elements influence value perception and spending behavior in the floral market.
Floral arrangements predate agriculture, with evidence of flowers used as grave decorations over 11,000 years ago, suggesting even earlier use for adornment. Historically, flowers held spiritual and symbolic significance, adorning temples, palaces, and life events, and played roles in Victorian England as a means of secret communication.
Today, flowers remain central to cultural and social rituals, supported by technological advances that have expanded accessibility and variety. The U.S. floral industry is valued at $6 billion, but it faces challenges similar to antiquity, including perishability, luxury status, and reliance on consumer trends. Modern issues include cost-conscious consumers opting for simpler options and younger generations finding arrangements overpriced and less appealing compared to other gifts.
This new research evaluates consumer discernment of key floral design principles, such as balance, proportion, and harmony, in various arrangements. Findings indicate that while some buyers show a keen appreciation for sophisticated design techniques, others prioritize overall aesthetic appeal over technical details. This diversity in consumer preferences offers 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 invest more in floral arrangements perceived as expertly crafted and visually striking. This underscores the importance of integrating strong design principles to enhance the perceived value of floral products.
These insights are vital for florists aiming to align their offerings with consumer expectations, optimize pricing strategies, and differentiate themselves in a competitive market. By understanding what drives consumer choices, floristry professionals can craft arrangements that resonate with their clientele while maximizing profitability.
According to the author, "The inspiration for this study was to better understand the relationship between people and plants so we can help the horticulture industry understand consumer preferences, perceptions, and motivations. "
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 professor in the Department of Horticultural Sciences, North Carolina State University and a Research Scientist in the Evolutionary Anthropology department at Duke University.
The full story can be found on the ASHS HortScience electronic journal website at:
https://doi.org/10.21273/HORTSCI17273-23
Established in 1903, the American Society for Horticultural Science is recognized around the world as one of the most respected and influential professional societies for horticultural scientists. ASHS is committed to promoting and encouraging national and international interest in scientific research and education in all branches of horticulture.
Comprised of thousands of members worldwide, ASHS represents a broad cross-section of the horticultural community - scientists, educators, students, landscape and turf managers, government, extension agents and industry professionals. ASHS members focus on practices and problems in horticulture: breeding, propagation, production and management, harvesting, handling and storage, processing, marketing and use of horticultural plants and products. To learn more, visit ashs.org.
