There are a number of factors that influence your buying decision. We are visual people who more often than not, make decisions based on what we see and how that interpretation appeals to us.
When you’re in a shopping mall, you’ll notice that each retail shop has its own specific lighting. But what you may not realise is how that lighting may influence your interest, eventually leading you to enter the store and perhaps driving you to make a purchase.Research has indicated that our sense of sight trumps our other four senses - what we see and how we see it influences our decision to buy and consume.
Visual presentation in the right setting plays a huge role in enhancing the aesthetic quality of items. One such setting includes the right kind of lighting in a specific space.
Chantal Finn, Marketing Communications Manager of Philips Lighting South Africa, says consumers think that light is just light, when in fact, lighting varies. She says homeowners need different lighting to achieve specific or desired effects on their mood, health or business objectives.
Interior designers more than anybody in the consumer space understand how light influences an environment, but generally, we all should be cognisant of how light influences us.
Chantal shares how lighting influences our surroundings…
1. Lighting influences mood
When you’re in a shopping mall, you’ll notice that each retail shop has its own specific lighting. But what you may not realise is how that lighting may influence your interest, eventually leading you to enter the store and perhaps driving you to make a purchase.
Whatever your preference, your mood will be enhanced by the light setting you choose.Lighting levels and colour affect our mood, and inevitably mood affects behaviour.
Lower light levels along with warm light colour creates a more relaxing and intimate setting, perfect for home and some retail atmospheres.
Bright blue or white light on the other hand, creates a more invigorating and energising mood.
Whether you’re setting up in the living room or looking for task lighting in the kitchen, whatever your preference, your mood will be enhanced by the light setting you choose.
2. Lighting may change the way you look
Some light colours are more forgiving than others, but all light colours will emphasise different elements. If used correctly, lighting can help you look your best.
White light is the most versatile when it comes to make-up, as it can be reflected by any colour. What this means is that you’ll look exactly as you are under this light.
Yellow light, however, is flattering for the skin because it has a lot of white light in it, and it looks warm due to a lack of blue light.
Visual presentation in the right setting plays a huge role in enhancing the aesthetic quality of items.So, when choosing the perfect lighting for your home, consider using warm or white light in rooms where you get dressed and apply make-up to make sure you look great from every angle.
3. Light affects colour
Have you ever bought clothes in a particular colour but when you got home, the colour suddenly seemed off?
This is because clothes look different under different kinds of light. This apparent change in colour can sometimes also be seen in cloth couches and curtains.
The best way to ensure that the colour of the garment or furnishing is satisfactory, is to look at it under sunlight.
Another trick is to play with the lighting in your house and ensure that it is consistent. Convert your lighting to energy saving LED warm or white bulbs, with a high colour rendering index so that the colour of your outfit looks the same throughout.
Chantal says lighting is more than just about the ability to see more clearly. Next time you change your light bulb, think about how you would like to feel or what kind of atmosphere you’d like to create in a particular room.
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