Can colored sidewalk nudge city tourists to walk? An experimental study of the effect of nudges

Abstract

Physical inactivity has been an increasing sub-health condition. Nudging people to participate in physical activities consequently becomes a public health priority. This study aims to showcase how color as a design factor can work to nudge city travelers to take on walking. Alongside the color effect, this experimental study incorporates another two design factors, namely, priming and social norms. The findings suggest that the use of colored sidewalks stimulate perceptual salience and individuals' moods, thereby increasing travelers' desire for walking. Priming tourists with sneakers and displaying social norms were also found to increase travelers’ interest in walking. The current study is innovative in incorporating color in the design of walkable routes in cities for its visitors. It is the first to apply nudges into the context of walkable city design oriented towards tourists.