Influence of Lighting Design on Marketing Communication

Schielke, Thomas

doi:10.1080/15502724.2015.1020949

Cited by 13 publications

(11 citation statements)

References 47 publications

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“…An explicit connection between electrical lighting and semiotics was drawn by Ruxton as a perspective to assess lighting beyond technology (Ruxton 2011). A more detailed semiotic analysis was introduced for architectural lighting and particularly the retail environment and media façades with experiments and a model based on Peirce that links the different views of the sign, object, and interpretant (Schielke 2014(Schielke , 2015.…”

Section: Semiotics and Lightingmentioning

confidence: 99%

The Language of Lighting: Applying Semiotics in the Evaluation of Lighting Design

Schielke

2019

LEUKOS

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Architectural lighting provides optimum visibility for tasks but illuminations convey meanings as well. Though many studies analyze technical dimensions of lighting, research on the meaning is rare. Therefore, this article discusses semiotics as a methodology for lighting design within the design process and critically reflects the appearance of light and architecture. The semiotic discourse starts with terminology and presents models of architectural signs. The history of architectural semiotics serves as a background for the transfer to lighting and leads to an understanding of recent debates. The relevance of semiotics for lighting design is shown in three aspects: Firstly, the influence on the lighting design process; secondly, how physical characteristics of light intensity, distribution, and spectrum are interpreted as signs; and, thirdly, the evaluation of different lighting design tasks like daylight, lamp and luminaire design, interior and exterior lighting, as well as media façades. A critique of architectural and lighting semiotics reveals the methodological limitations of the linguistic concept. It can be concluded that semiotics provides a useful instrument to identify the meaning, which helps to improve the quality of lighting design. The semiotic matrix offers a differentiated view of relationships based on the aspects of sign, object, and interpretant with relation to light characteristics, illuminated buildings, and architectural lighting in general. ARTICLE HISTORY

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Section: Semiotics and Lightingmentioning

confidence: 99%

The Language of Lighting: Applying Semiotics in the Evaluation of Lighting Design

Schielke

2019

LEUKOS

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“…A more beautiful impression may be very relevant for a high-end hotel to attract customers [Naqshbandi and Munir 2011], whereas a more pleasant impression may be used in a hospital to make people feel more comfortable [Arneill and Devlin 2002]. Research in the retail domain has shown that lighting can also alter the perceived image of a store; it can make a store be perceived as more modern or more high-class [Schielke 2015a]. Hence, the lighting design can be of great value to create a dedicated impression for a given context.…”

Section: Introductionmentioning

confidence: 99%

A Comparison of Methodologies to Investigate the Influence of Light on the Atmosphere of a Space

Stokkermans

Vogels

Kort

et al. 2017

LEUKOS

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The impression of a space depends highly on the illumination in the space, which usually is a combination of electric light and daylight. In the present study, we compared three methodologies to study the influence of electric light and daylight on the perception of the light and the perception of the atmosphere of the space. In two experiments, rating scales were used (with a blocked and a random design, respectively) and in a third experiment the paired-comparison method was used to evaluate the light and the atmosphere of the space. In all experiments, visualizations were used to create differently illuminated spaces. All methodologies showed similar effects of daylight and electric light, which attests to the convergent validity of the research methods. However, the methodologies revealed different effect sizes, rendering the paired-comparison design most sensitive to detect the smallest differences. The results also allowed us to explore the contribution of electric light and daylight in creating an atmosphere. The use of visualizations enabled us to control the luminance of daylight and to disentangle the effects of daylight entering a window from the view from a window. The outcomes show that daylight plays a smaller role than electric light on the perception of light and atmosphere in a space when the luminance of daylight is controlled and there is no view outside.

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“…The three participant groups varied regarding the gender but similar studies have not revealed significant differences for lighting and brand evaluation between women and men. 12,16 Due to the fact that the effect of sequence order regarding the light scenes was tested in only two sequences, these results should be generalised with caution.…”

Section: Discussionmentioning

confidence: 95%

“…11 In the retail environment, lighting has not only been used to enable vision and to highlight products but also to communicate a certain corporate visual identity and atmosphere. 6,[12][13][14][15][16] Hence, the question arises whether lighting simulations could provide a reliable method to compare different lighting concepts for designers and researchers. Therefore, this study focuses on the validity of image projections with regard to the subjective light and brand impression.…”

Section: Introductionmentioning

confidence: 99%

Validity of simulations for lighting and brand image evaluation

Schielke

2015

Lighting Research & Technology

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This study examines if simulations can be used as a valid method for lighting and brand image evaluation. Simulations could reduce cost and time compared to mock-ups in real size. Two different presentation techniques are compared to a real-size mock-up of the same situation: computer monitor and video projector. The results reveal a consistency for the lighting characteristics of brightness and contrast but not for correlated colour temperature and chromaticity. The six brand image factors of price, style, temperament, competence, attractiveness and naturalness are also consistent, with the exception of naturalness for the video projector setting. Therefore, lighting simulations could be used in the design process and for research when analysing brightness, contrast and brand image factors.

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Influence of Lighting Design on Marketing Communication

Cited by 13 publications

References 47 publications

The Language of Lighting: Applying Semiotics in the Evaluation of Lighting Design

The Language of Lighting: Applying Semiotics in the Evaluation of Lighting Design

A Comparison of Methodologies to Investigate the Influence of Light on the Atmosphere of a Space

Validity of simulations for lighting and brand image evaluation

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