Perceived material warmth
When selecting materials for a store interior it is very important to pay sufficient attention to the way these materials will be experienced by the users: both the retailers and the customers. Indeed, the colour and texture of a given material can influence the visual perception of its warmth. Although not always true, the visual aspect tends to dominates in a multi-sensorial perception. Hence in an interior, colour (especially that of interior walls) has a greater impact on the visual perception of warmth than texture. In other words, a red concrete wall will be perceived to be warmer than a coarse concrete wall. The coarse wall, in turn, will be perceived to be warmer than a smooth concrete wall. Thus, as it is not always possible to change the colour of an existing material, you might consider altering the texture of a surface to influence its perceived warmth.
Wastiels, Schifferstein, Heylighen & Wouters, 2012; Jansson-Boyd & Marlow, 2007