Influence of Lighting Design on Marketing Communication

ABSTRACT This study analyzes the effect of architectural lighting on social milieus and brand personalities for marketing strategies. In a retail environment, the decision to buy can have a greater emotional than functional aspect. The question therefore arises whether lighting could contribute to producing a specific brand image. In addition to the social milieus with the two-dimensional model of social status and value orientation, the study used the brand personality factors based on Aaker, which were adjusted for architecture by Raffelt: temperament, competence, attractiveness, and naturalness. The study included eight different light scenes based on light emitting diode (LED) technology that were created in line with Kelly’s three categories of perception-orientated lighting design: ambient luminescence, focal glow, and play of brilliants. The regression analysis revealed brightness, color temperature, and chromaticity as predictors for several brand factors. No gender differences occurred regarding the evaluation of the brand factors. The economic analysis did not indicate a correlation between the investment or energy costs in relation to the price perception.

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