Role of lighting and color in microeconomics: preference and purchase intent

Abstract

Lighting and color are key factors under the control of lighting designers that can significantly impact shoppers’ perceptions and actions in the context of culinary and retail environments. Previous studies have examined the effects of color and lighting on preference and purchase intent, but results are often conflicting due to confounding variables, and a strong connection between these phenomena remains unexplored. To bridge this gap, two visual experiments were conducted, revealing that lighting can indeed influence consumers’ perception of products. Participants perceived the changes in objects under different color gamut and illuminance levels. Further research is needed to better understand the mechanisms of purchase intent, particularly across different price and product types.