Effects of Retail Lighting on Product Color Perception and User Satisfaction

Abstract

Light source color properties in retail applications are among the most important factors affecting the user satisfaction in shopping places. A lighting design with a low color rendering value and an unsuitable color temperature can create a difference in the color perception of the product which may affect customers purchase decision or cause dissatisfaction resulting in the return of the product. In this study, it is aimed to evaluate the effects of lighting on product color perception and customer's feedback on the color difference. In order to fulfill this aim, the color differences of the chosen products are examined in three different key areas of a chain clothing store in Izmir, Turkey and compared with the color under daylight. Moreover, the user feedback is taken via a questionnaire to discuss the relationship between color display and user satisfaction/dissatisfaction. The collected data shows that although people do not realize the color differences inside the store, if they experience it after their purchase it may result in the return of the product. As a result of the study, it is suggested that retail store designers and lighting engineers should collaborate to ensure that the consumer perceives what the product designer intended as accurately as possible.