Alişveri̇ş Mekanlarinda Aydinlatmanin Ürün Renk Algisi Ve Kullanici Memnuni̇yeti̇ Üzeri̇ne Etki̇leri̇

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.