What should a ice cream shop be like in order to meet the sensorial expectations of the public?
“Our surveys have provided a clear picture of the main characteristics that an ice cream shop must have: first of all comes the quality of the product and a bright and colorful setting. As regards the use of colors, there are no precise rules or strict tendencies. However, we have found that our customers prefer colors that are mainly in the range of blues and greens. Then there are pastel colors, which continue to be widely preferred, and it is easy to understand why: these are tones that go well with the different colors of the ice creams; in addition, they are light colors with a strong “sanitary” connotation, which easily transmit the idea of cleanliness”. Do Italian ice cream shops correspond to these characteristics? “Generally yes, although ice cream shops actually differ greatly from each other. One thing is certain, the type of shop depends greatly—as is logically to be expected—on the area where it is located and on the owner of the shop. If the client is one whose shop has a
