When it comes to commercial refrigeration, the focus is usually on preservation, energy efficiency, or equipment durability. But there’s one often-overlooked factor that can make all the difference in sales: the sensory impact of refrigeration.
More than just keeping products fresh, refrigeration equipment influences how consumers perceive, feel, and react to the displayed food. Light, sound, temperature, and visual organization come together to create a set of stimuli that can make the shopping experience more (or less) effective.
The influence of lighting on the perception of freshness
The importance of lighting in retail has been widely studied, showing that light not only influences the visual perception of products but also affects consumers’ emotional state. According to a study published in the journal Appetite, which examined the impact of color temperature on emotional responses, it was found that warm light sources trigger more intense and positive brain reactions than cool light sources. These findings highlight that lighting, especially at the point of sale, is a key element in creating a pleasant atmosphere, capable of increasing product attractiveness and influencing purchasing behavior.
Warm lighting tends to evoke comfort and stimulate appetite, making it ideal for meat and bakery products. Cool lighting, with bluish or neutral tones, is associated with cleanliness and freshness, making it more suitable for dairy products or beverages. Meat displayed under warm light appears more succulent, while yogurt exposed under white light conveys a sense of freshness.
With this versatility in mind, FRICON developed the CLS model, which offers a dual light option allowing customers to choose and adjust the light tone, whether a warmer light to create a cozy and appetizing atmosphere, or a cooler light to enhance the perception of freshness and cleanliness. This feature can be requested at the time of order, tailoring the equipment to the specific needs of each point of sale. This level of customization turns the equipment into a true visual marketing ally, not only showcasing the products but also enhancing the shopping experience.
Silence that sells
Light doesn’t work alone. Noise, or the lack of it, also affects how consumers feel. Noisy equipment, with audible fans or compressors, creates discomfort and can drive customers away from the shopping area. On the other hand, silent equipment reinforces the idea of modernity, care, and sophistication.
FRICON’s refrigeration equipment helps create an immersive environment where customers feel comfortable to explore, choose, and buy without distractions.
The impact of visual organization
The human brain looks for patterns. When it finds them, it interprets them as signs of order, quality, and trust. A well-lit display, with products organized by category or color, activates brain areas associated with reward and facilitates quick decisions.
The more intuitive the layout, the greater the sense of trust and the lower the effort required from the consumer, two factors that encourage impulse buying and increase satisfaction with the experience.
Thermal balance
Even the thermal sensation itself contributes to the perception of quality. That almost imperceptible breeze when approaching an open display reinforces the idea of freshness and preservation. However, if the cold is excessive, the experience becomes uncomfortable, which can shorten the time the consumer spends near the product.
FRICON equipment engineering is designed to maintain constant temperatures, with low-emissivity glass and anti-condensation systems that prevent fogging and enhance product visibility.
Additionally, the robust material structure and digital temperature control help convey security, stability, and care in food preservation.
The consumer may not be able to explain why they chose one juice over another, but the environment where the product was displayed: the type of lighting, its positioning, the silence of the space played a decisive role. And this is precisely where neuromarketing proves to be a powerful tool: it allows the design of experiences that activate emotions, reinforce the perception of value, and increase sales conversion.
In an increasingly competitive market, where the point-of-sale experience is just as important as the product itself, thinking about refrigeration in a sensory way is a step ahead. Because preservation is no longer enough. It is necessary to captivate, engage, and sell. And refrigeration, when well applied, can be a silent but extremely effective ally.
At FRICON, our customers find the best equipment for the best shopping experiences.
