Photos: Zumtobel

05. May 2011

Shop lighting study
Gathering the evidence for evidence-based lighting design for the retail environment

Evidence-based is more than a buzz word in the professional world, and when it comes to lighting it is all the more important because it is what makes the difference between ‘people who do lighting’ and designers who are qualified to design human-oriented lighting for indoor and outdoor spaces.

We are all aware of the fact that perception and well-being significantly influence anyone’s behaviour in any space, let alone that of a customer in a shop. An application study currently being carried out by Prof. Jan Ejhed, head of the lighting laboratory at the Royal Institute of Techno-logy (KTH) in Sweden and student Xu Haoming, together with Prof. Dr.Roland Greule from the University of Applied Sciences in Hamburg(HAW) and Felsch Lighting Design, in collaboration with Zumtobel takes a structured look at customer behaviour in relation to the lighting in re-tail spaces. In order to investigate individual lighting factors such as luminous colour, light distribution and luminous intensity, an online questionnaire was prepared in collaboration with the team from KTH, in which subjects were asked about the basic effects of a variety of lighting factors based on visualisations. The results were compared to the second part of the study, thus allowing the researchers to examine whether there is a direct relation between customers’ preferences and their attention and interest to buy, and if so, how it can be defined. The results do indeed provide the kind of evidence that is helpful for serious lighting professionals in their every-day work. In order to investigate the combined effect of all lighting factors within a dynamic lighting solution, experts from HAW in Hamburg and Felsch Lighting Design contributed key data based on the innovative eye-tracking method, whereby the subjects’ eye movements are recorded using modern measuring tools. The findings provide information on the effects of different lighting concepts. But how are customers’ eye movements influenced by light? Based on test charts, the HAW team has measured visual effects such as contrast perception. The laboratory results are now being analyzed and compared to real-life situations using the eye-tracking method. The findings offer a basis for defining design principles for retail spaces. To sum up, one can say that there is a direct relation between contra stand brightness. […]

The full version of the article can be found in PLD No. 76

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