Retail design: lighting as an atmospheric tool, creating experiences which influence consumers’ mood and behaviour in commercial spaces

Retail design is no new discipline, but a scientific approach is of rather recent date. Since atmosphere has been proven to have an influence on consumer’s behaviour from a marketing point of view, this Ph.D. focuses on the designers’ perspective. This paper addresses one aspect of atmosphere: lighting and its influence on consumers’ mood and buying behaviour. Following an introduction in the discipline of retail design, we discuss the notion of ‘atmosphere’ and its relationship to lighting. We also develop a theoretical framework as a first part of a three-part process: literature review, experiments and validation. This first part includes the development of hypotheses and research questions. We will summarise a long tradition of research into architectural physics and psychology in both retail and work environments.

Additionally, we also attempt to describe the applied research category: research by design. The set-up of the first experiment, currently undertaken, is explained via its method (participants, instruments, procedure) with an analysis of the preliminary results. Furthermore, the second part - the experiments and a design - and the third part - the development of guidelines - are briefly described.

Keywords:
Retail Design; Lighting; Consumer Behaviour; Research By Design; Mood; Atmosphere