Beyond monochrome: how color temperature and task type influence consumer responses to service robots

Purpose This study investigates how the color temperature (warm vs cool) of service robots interacts with task type (hedonic vs utilitarian) to influence consumer expectations of service quality and intentions to use. While monochrome (particularly white) robot designs aim for neutrality, they may unintentionally reinforce cultural biases and limit emotional engagement in consumer interactions. Design/methodology/approach Four experimental studies were conducted, systematically varying robot color, task framing and the degree of robot anthropomorphism. Findings Warm-colored robots significantly enhance expected service quality and usage intentions in hedonic contexts, where enjoyment and emotional engagement are prioritized. Conversely, cool-colored robots yield more positive responses in utilitarian contexts emphasizing functionality and competence. Furthermore, the alignment between color temperature and task type is particularly pronounced in robots designed with human-like features, due to their capacity to elicit stronger social perceptions of warmth and competence. Practical implications Designers can strategically apply color temperature as an accessible and cost-effective design tool to optimize robots for specific roles. Aligning robot appearance with task-specific expectations enhances consumer acceptance and overall user experience across various service contexts. Originality/value This research underscores color temperature as an influential but previously overlooked design element in service robot development, emphasizing its role in improving emotional connections and addressing unintended cultural biases associated with conventional monochrome designs.