Light colour plays a crucial role in lighting in shop & retail applications. Light colour and colour rendering are decisive in determining the perceived quality of products and materials. Because stores often change product ranges, it is advisable to use lighting that provides an adjustable colour temperature.
Materials can only be shown off to full effect if they are illuminated with the right light colour. Fabrics that have red and yellow hues look particularly good in a warm light colour, whereas denim or fabrics with blue and green hues are best presented in a cool light colour. Natural materials such as leather look more authentic when they are illuminated in a warm light colour. The same applies to modern nylon or aluminium handbags, which are best lit in a cool light colour.
Zumtobel's latest applied research is devoted to the topic "Attention, attractiveness and perception mediated by lighting in retail spaces". Zumtobel conducted a two-part study in cooperation with Professor Jan Ejhed, head of the lighting laboratory at the Royal Institute of Technology (KTH) in Stockholm, and Dr. Roland Greule from the Hamburg University of Applied Sciences (HAW).
The purpose of this investigation was to determine the factors that are decisive in shop lighting when it comes to increasing footfall, extending the amount of time customers spend in a shop, and selling more merchandise.
The first part of the study was based on the question of the extent to which lighting influences customers' subjective perceptions. In order to establish the kind of lighting situations that people prefer in shops and retail spaces, 97 subjects were asked to directly compare and assess three lighting situations in virtually displayed shopping situations.
In the second part of the study, this was followed by laboratory research and a field study in cooperation with Dr. Roland Greule and Felsch Lighting Design in which the perception of the subjects in retail spaces was examined with reference to previously defined lighting parameters. The lighting factors that were to be investigated included light colour, light distribution, lighting intensity and dynamic changes in brightness or colour. Laboratory tests using test charts produced generally valid statements regarding visual effects such as contrast and colour perception. The laboratory results were then compared using real retail space situations. A Douglas perfume shop and a supermarket operated by the Austrian SPAR chain were used for the field test projects. An eye-tracking camera system was used to capture subjects' eye movements using modern measuring instruments.
The most important findings: it is not all about brightness. Contrasts, i.e. the effect of light and dark areas, are decisive. Customer behaviour in retail areas is influenced significantly by perception and a sense of well-being. Light is an important design tool which impacts these parameters. Because light conveys emotions, lends spaces atmosphere and makes it easier for people to find their way around.» Whitepaper (.pdf/10.7 MB)
Light colour plays a special role in art and culture applications. Works of art can only be shown off to full effect with the right lighting. It is advisable to adjust the light colour to suit the relevant material, especially in the case of sculptures and objects that cannot be damaged by shortwave light. A warm light colour lends gold particular brilliance, for instance. In contrast, a cool light colour shows silver, steel and concrete off to best advantage. Because more and more exhibitions travel from one location to another, a lighting solution that makes it possible to adjust the colour temperature thanks to a lighting management system or manual adjustment is what is needed.
In the case of delicate items, i.e. items that are sensitive to shortwave light, one must adopt a cautious approach to light colour. The cooler the colour temperature, the higher the risk of lighting causing damage. Warm light colours should therefore be preferred for delicate paintings or fabrics. Warm white LED lighting poses a similar or sometimes much smaller risk of causing damage than halogen lighting and has other desirable qualities: the light colour remains approximately constant when dimming, for example, and it consumes significantly less energy.
Creating perfect centre-stage settings for precious exhibits in museums and galleries involves not only fulfilling architectural and artistic aspirations; conservation requirements must also be taken into account, because light that is not used properly may damage exhibits. This makes it even more important to use an appropriate lighting solution that provides adequate illumination and sets the scene for objects gently but highly effectively. The latest test report produced by the University of Darmstadt's Lighting Engineering Department for Zumtobel demonstrates this. The quality of various light sources was tested against predefined assessment parameters using Picasso's "Harlequin" drawing dating from 1916. This work of art, which was part of the "Master drawings by a once-in-a-century genius" exhibition in Lindau Stadtmuseum on Lake Constance in summer 2011, was used for this study.
The most important findings of the study:
Using state-of-the-art LED technology reduces UV and IR radiation, thanks to its special properties; moreover, the colour temperature is kept constant during dimming, and energy efficiency is increased while reducing the risk of damage to works of art.
Two different light sources pointed at the drawing were installed one after the other for this investigation. Two spotlights were compared - one using conventional lamp technology (tungsten-halogen lamp) and an LED spotlight. Assessment parameters that are especially important for works of art were defined in order to test the various features of the light sources.» Whitepaper (.pdf/4.5 MB)
|Media owner||Zumtobel Lighting GmbH|
|Head office||Dornbirn, Austria|
|Corporate object:||manufacture and sale of luminaires as well as lighting solutions|
|Chief Executive Directors:||Dr. Harald Sommerer, Dipl. Wirtsch.-Ing. Martin Brandt,Dr. Mathias Dähn|
|Supervisory Board:||DI Jürg Zumtobel (Chairman), DI Fritz Zumtobel (Deputy Chairman),
Dipl.-Phys. Hans Peter Metzler, Dr. Stephan Hutter,
Works council representatives: Mario Wintschnig, Ludwig Auer
|Ownership situation:||wholly owned subsidiary of Zumtobel AG, Dornbirn, Austria|
|Adress:||Schweizer Strasse 30
|Companies' Register number:||FN 62900a|
|Companies' Register count:||Landesgericht Feldkirch|
|VAT registration number:||ATU36137006|
|Telephon:||+43 (5572) 390-0|
|Telefax:||+43 (5572) 20721|
|General orientation of the web site (policy):||information on the company’s products and services, and promotion of sales|