Being a homeowner involves so many decisions, ranging from the colors of the walls to the type of coasters on a coffee table. Each decision plays a role in setting the overall tone of the environment, which often reflects the lives and personalities of the individuals who inhabit that space. The way the room is lit, its smell, and the furniture all communicate and contribute to the overall ambiance. Consumers use sensory cues to set an expectation about the room, which is why the products intended for the home must be perceived by the consumer as both belonging and welcoming. If a product seems out of place, it will stay at the store.
Products used at home represent the type of buyer the consumer is by showing their values and preferences. Often home care products are chosen to fit a certain theme of the room, which is determined by the activities of the space. Consider how the standards of a bathroom compared to a kitchen vary. Having toilet paper in the kitchen seems out of place because of the expectations we have about both the purpose of the product and the room. To dive even further, product sensory details can make or break the experience. Using certain fragrances or colors within a product will impact where in the home it best fits. When developing home care products, it is crucial to consider the context in which the product is intended to ensure it acts as a complement to the overall experience.
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