Effects of lighting conditions on user preferences in retail apparel stores, within the cultural context of India

Abstract

This study demonstrates the effects of correlated colour temperature (CCT) and illuminance on spatial impressions and user preferences in a mid-range retail space within the cultural context of India. Lighting is a key atmospheric attribute that creates stimulating environments for a holistic shopping experience. Preference for lighting conditions varies across store profiles and users’ cultural backgrounds. Very little research has been found that documents the lighting preferences of retail customers in India. The study involved high-fidelity computer-based simulations of lighting conditions for an apparel store developed using 3Ds Max for modelling, V-Ray for rendering and DIALux Evo for lighting analysis. The study followed a 4 × 4 factorial design with two independent variables: CCT (2700K, 3000K, 4000K and 5700K) and illuminance (300 lx, 500 lx, 700 lx and 900 lx) to form 16 scenes. Ninety-three participants performed a subjective evaluation of the scenes using semantic rating scales. Findings of this study indicate that specific CCT and illuminance were preferred for mid-range retail apparel stores in the Indian context. Further, it was observed that both CCT and illuminance influence the spatial impressions of a retail environment. The observations from this study emphasize the necessity of similar studies across various states of India to identify the lighting preferences for other functional spaces and cultural backgrounds within the country. The findings may contribute toward providing recommended guidelines for effectively planning the lighting conditions specific to the Indian cultural context.