Floral design is both an art and a commercial enterprise, where visual appeal plays a central role in purchasing decisions. This research examined consumer responses to a range of flower forms used in arrangements, identifying which styles are most attractive and how they affect perceived value.
The study found that consumer preferences vary significantly depending on the structure and presentation of floral designs. Certain flower forms were consistently associated with higher aesthetic appeal, leading to greater willingness to pay. In contrast, less favored forms were linked to lower perceived value, even when similar materials were used.
In addition to identifying preferred styles, the research highlights how design elements such as balance, shape, and visual complexity influence purchasing behavior. These insights suggest that thoughtful design choices can directly impact pricing strategies and sales outcomes.
Key findings from the study include:
- Design style matters: Geometric arrangements, particularly horizontal and asymmetrical triangle designs, generated significantly higher willingness to pay compared with traditional hand-tied bouquets.
- More expensive materials do not necessarily mean higher perceived value: Consumers’ willingness to pay did not increase proportionally with the higher-cost floral arrangements, suggesting that thoughtful design choices may be more important than simply increasing material inputs.
- Consumer preferences vary across market segments: Age, gender, and income were associated with differences in willingness to pay, highlighting opportunities for florists to tailor their products to different customer groups.
According to Dr. Wu, “This manuscript is part of a larger research project, Determining Consumer Preferences for Floral Design Elements, jointly funded by the American Floral Endowment’s Floral Marketing Fund and the Produce Marketing Association (PMA), with additional support from the Ellison Chair in International Floriculture and the Human Behavior Laboratory in the Department of Agricultural Economics at Texas A&M University.
The broader project examined how different floral design elements, including line, balance, color, flower forms, and flower species, influence consumer preferences and purchasing decisions.
This research was conducted by the following researchers: Dr. Xuan (Jade) Wu, Texas A&M AgriLife Extension Service, Dr. Melinda Knuth, Department of Horticultural Sciences, North Carolina State University, Dr. Charles R. Hall, Department of Horticultural Sciences, Texas A&M University; Ellison Chair in International Floriculture, Dr. Marco A. Palma, Department of Agricultural Economics, Texas A&M University; Director of the Human Behavior Laboratory.
Dr. Xuan (Jade) Wu is an Assistant Professor and Extension Specialist in the Department of Family and Community Health, Texas A&M Agrilife Extension Service.
The full article can be read on the ASHS HortScience electronic Journal website at: https://doi.org/10.21273/HORTSCI19116-25
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.
