One of the most prominent psychological effects that shape consumer perceptions is the perception of atmosphere. Lighting is a valuable element of the atmosphere which is an important subject of retailing. Lighting also acts as a communication tool that provides cues on store image. For this reason, many powerful brands consider the impact of lighting on the perception of atmosphere in store design.
While previously lighting designs focused more on the functional elements of lighting such as visibility and visual comfort, today the psychological effects of lighting on people’s feelings and experiences are also considered. Lighting designers adjust the intensity (high/low), distribution (direct/diffuse) and shade (cold/warm) of light with psychological effects in mind.
Designing an attractive store not only encourages purchases but also enriches the shopping experience. Therefore, lighting design, which affects customers’ emotional and behavioral reactions, can shape shopping behavior. Customers who react to in-store lighting in terms of liking or annoyance may also show behavioral responses such as increasing/decreasing the time they spend in the store, purchasing and revisiting.
Different cultures may also react differently to lighting. According to a research, warmer tones encourage American consumers to enter the store, while cooler tones are persuasive for Korean consumers. The product sold by the store should also be taken into consideration in lighting strategies. For example, cold colored lighting can be useful for stores selling electronics, books and sports products, while warm colored lighting can be useful for stores selling gift products and luxury clothing. According to the results of another study, different lighting arrangements affect perception. Wall washing created clarity, cove lighting created the impression of spaciousness, and uplighting made the space perceived as relaxing, private and pleasant. Another study revealed that warm lighting creates more pleasant feelings in participants and reduces tension while increasing the perceived comfort and liveliness of the space.
As a result, considering the importance of store atmosphere in creating a corporate image, lighting design that gives the right message is a successful store management strategy. Appropriate lighting will enrich the customer experience and create a positive perception.
