The shop, located on Magnolia Avenue, attracts visitors and locals alike with its bright yellow brick wall, which serves as the perfect backdrop for pictures.
Because of a large amount of Instagram pictures posted in front of the shop by customers, Melt has gained a steady source of free advertising.
Junior nursing major Maggie Hirtz, a first-time customer, said she would never have heard of the shop if she hadn’t seen it in all her friends’ photos.
“I’ve always seen the yellow wall in the Instagram photos and so I wanted to give it a try,” Hirtz said.
The yellow brick serves as a great backdrop, but there may be even more to its appeal than just that.
Sarah Angle, a lecturer in the strategic communication department, said the meaning behind the color itself could be attracting customers.
“Yellow is a happy color. So if you looked at the psychology of colors and color schemes, yellow is very happy,” Angle said. “And also, when you put anything else against yellow it’s really going to pop.”
Angle said the wall and its social media presence are a smart way to market the business due to its wide audience reach and low cost.
“They utilize social media really well,” she said. “Their photography is beautiful, their Instagram posts are really cool because Carrie, one of the co-owners of Melt, used to be a photographer. So I think she really understands how to use color and space in Instagram posts and Facebook to really create a brand presence that symbolizes Melt and everything they do.”
Angle also said that customers are attracted to the shop’s happy and welcoming atmosphere.“When you think about your target market, store design aesthetics are very important because you want consumers to feel good in that space,” she said. “You want them to be able to walk in there and feel like ‘this is a good space for me to relax, to think about life, to have conversations with friends, to bring family’. So I think it’s very important, especially when it comes to something that like ice cream, you want people to feel good about just sitting there and enjoying it and sharing that experience.”
Melt is open Tuesday through Sunday. Visit its website for specific hours.