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With all else being equal, the more effectively a restaurant design utilizes color to establish an image, create ambiance and arouse customer’s appetites, the greater the chances are for long-term success. Color adds another layer of sensory stimulation and has a psychological association with the sense of smell as well as with appetite. As the International Association of Color Consultants/Designers points out, “we eat with our eyes.” This makes color critical in most every aspect of successful restaurant designs. Color can be used to change space perceptions and help create a greater or lesser degree of intimacy. Both a pastel color scheme and light, cool colors -- those on the blue side of a color wheel -- tend to recede, making a small space feel larger but also less formal and less intimate. In contrast, dark and warm colors tend to come forward, making a large space not only feel smaller, but more personal and intimate. Color can be used to project the sought-after restaurant image such as upscale chic, family restaurant or fast food establishment. Bold, primary colors such as red, yellow and green, along with bright lighting, are especially appropriate for a casual dining restaurant or fast food establishment as they encourage quick turnover. Muted, subtle colors that are neither too bright nor too light create a restful, leisurely family atmosphere that can keep customers chatting over their post-dining coffee longer. Incorporating red, black and gold into a restaurant design helps to establish an upscale, stylish image.