2019 ASHS Annual Conference

Floral designers have long been taught that the most important attributes of a design are its elements: line, color, texture, pattern, form, space, and size. Yet, these attributes have not been proven to be perfect indicators of consumer purchase behavior. Which of these elements are truly important to consumers and drives their purchase behavior? This study seeks to answer this question and thereby enhance the likelihood of floral purchases by determining how and if consumers place value in color harmonies, design symmetry, and the type of flower species included in the arrangement. This information can potentially increase sales for existing florists and for bouquet makers alike. This research is funded by the Floral Market Research Fund as the first of a three-part analysis of the floral industry. In Part 1 we dive into the elements and principles of design to discover what consumers find most appealing about a design. Part two analyzes floral website format. Part three applies the results of Part 1 and Part 2 into partnering business firms as a field validity test the findings. We are not gleaning more characteristics about generations in this analysis, but instead, we explore attitudes of floral purchasers relative to the elements and principles of floral design. The method of measurement used is eye-tracking technology in the Texas A&M University Human Behavior Lab to obtain the consumer’s “eye view” of the elements of floral design. We test all elements combined in a discrete choice design. Ultimately, this analysis can tell us if the aspects the floral industry deems to be important align with the aspects the consumers perceive as important when purchasing floral products.