Lighting : Lighting August 2014 - Vol34 Issue 4
34 LIGHTING MAGAZINE | August/September 2014 August/September 2014 | LIGHTING MAGAZINE 35 FIGurE 1. The group Balance (Harmonisers, Traditionalists and Bon vivants), responded particularly positively to moderate accent lighting. (Photo credits: Zumtobel) FIGurE 2. The group Stimulance (Hedonists, Adventurers), responded most positively to lighting scenes with relatively strong contrasts, created by accent lighting and a variety of different spots. developed by Gruppe Nymphenburg was used; the “Limbic Emotional Assessment” (LEA). Using this method, even the most minor physical responses can be measured. In the laboratory experiment, the researchers placed the male and female subjects between 19 and 62 years of age in front of a 3D shop simulation installed in a research lab, which displayed fashion items illuminated in various different ways. The subjects successively looked at 20 different lighting scenarios with various ambient and accent lighting features, colour temperatures, contrasts and light quantities. While doing so, their unconscious physical reactions, including brain waves and cardiac activity, were measured. Based on the psycho-physiological data collected, it was possible to clearly establish which of the lighting scenarios’ parameters triggered positive or negative emotions, stimulation or relaxation in specific target groups. In the process, it was found that even minor changes between the individual lighting scenarios triggered different responses in the subjects. oN THE RESuLTS The findings obtained clearly show that there is an optimal way to address each individual target group. It has also turned out that there is no single lighting scenario which has the same markedly positive impact on all “Limbic Types”. There are, however, individual lighting profiles that several types respond positively to. Three main groups were identified, each with similar requirements as to lighting solutions: the first group, Balance (Harmonisers, Traditionalists and Bon vivants), responded particularly positively to moderate accent lighting (Figure 1). The second group, Stimulance (Hedonists, Adventurers), responded most positively to lighting scenes with relatively strong contrasts, created by accent lighting and a variety of different spots (Figure 2). Group three, Dominance (Performers, Disciplinarians), responded sensitively to unbalanced lighting concepts and can best be loaded with positive emotions through balanced, moderate effects (Figure 3). However, narrow-beam lighting with extreme contrasts triggered negative emotions in this group. Dr Hans-Georg Häusel summarises: “Again and again we find that the importance of lighting at the POS is dramatically underestimated. Instead, the focus is on fancy packaging and shop design. But actually, the goods on display will only touch people’s emotions if they are set centre-stage through light. Even the affective signals emanated by the shop itself are strongly influenced by light.” For only if customers feel at ease inside a shop and perceive the lighting scene as attractive will they be motivated to stay for a while. Ultimately, this means that customers will have more time to notice the products and brands in a shop and to buy them. “By combining neuro- marketing with our lighting expertise, we can effectively implement a new way of addressing our target groups already at the stage of lighting design, for the benefit of our customers”, says Peter Kovacs of Zumtobel. “This helps us create lighting scenarios for specific brands and target groups that accurately meet the needs of customers in shops and retail areas.” Based on the psycho-physiological data collected, it was possible to clearly establish which of the lighting scenarios’ parameters triggered positive or negative emotions, stimulation or relaxation in specific target groups.
Lighting October 2014 - Vol 34 Issue 5
Lighting June 2014 - Vol 34 Issue 3