How Lighting Impacts People's Emotion

How Lighting Impacts People's Emotion
Student’s Name
Class Information
Date
How Lighting Impacts People's Emotion
Despite having a substantial impact on the customer experience, lighting is one of the most underappreciated aspects of establishment design. The store's layout is frequently the most important consideration, with lighting design being an afterthought that most business owners overlook. It is usually enough for them that there is light and the product can be seen. That is no longer the case. Restaurants, hotels, convenience stores, and even barbershops have employed lighting design to entice customers. Artificial lighting design has a purpose for a business beyond merely making things visible or indicating that it is open for business. It affects customer experience, which may influence a consumer's decision on whether or not to do business with a company.
Lightning is heavily influenced by how retail establishments show themselves to their consumers. Good lighting may improve a company's image, assist a brand, and attract new consumers, leading to more sales. On the other hand, poor lighting may significantly affect sales since poorly lit businesses tend to push people away from the brand. Stores with poor lighting lose sales because unhappy consumers buy fewer things, spend less time in the store, and are less likely to return.
However, there are more secrets to employing efficient lighting than simply ensuring that the business is bright enough and does not appear dull or filthy. Depending on the location, a person must examine how light will be emitted from the fixtures and whether the store's surfaces absorb or reflect light. It is necessary to consider the architectural characteristics of the retail space and how they are best used in conjunction with the lighting solutions to employ lighting to a company's advantage. Warehouses and supermarket shops, for example, benefit more from strong, vertical ambient lighting to fill the enormous area effectively and appropriately. Smaller establishments, which may utilize a combination of low ambient light and dramatic accent, and specialized lighting solutions to create a unique and appealing retail experience, benefit from lower ambient light.[Carmona, Matthew. “Principles for Public Space Design, Planning to Do Better.” URBAN DESIGN International 24, no. 1 (2019): 47–59. https://doi.org/10.1057/s41289-018-0070-3.] [Hebert, Justine. "Effects of Lighting towards Productivity and Creativity in Coffee Shops." Ph.D. diss., Brenau University, 2020]
Effective lighting can be useful in marketing, accentuating unique or highlighted items while also separating them from the backdrop, so they stand out to shoppers. Lighting can also assist a business in displaying window displays successfully, attracting potential customers, and generating revenue. Light can be an effective tool in interior design to influence space users to interact with the program beyond functionality. The lighting designer experiments with brightness and angle of illuminate lighting to influence users to feel positive, negative, or expressive emotions in space. This paper explores lighting, space usage, and how it affects people's psychology at Starbucks Reserve Roastery New York.
Literature Review
According to Yale lighting and architecture professor Matthew Carmona, while added significance ___ is certainly vital, the distinctive design of lighting must come first. As a result, this special design must make good use of the available area. Excellent distinctive design protects the design of the coffee shop area and ensures its effective use and general ambiance. For example, the outer walls of the coffee shop may be covered in vines, or a separate lawn could be developed to provide a natural element to the institution. Incorporating a long coffee bar in a color and lighting scheme that contrasts with the rest of the company creates an appealing visual presentation and aids in utilizing a little space while maintaining a seamless flow. The store’s ceiling is composed of glass to create illumination and a sense of openness. Another alternative is to employ appropriate lighting that fits the store's mood and splits the room into zones, drawing attention to other store sections, such as the dessert display or coffee bar. Customers may also appreciate the interior impact that lighting can create, giving the place a feeling of wholeness.[Carmona, "Public Space Design," 47-59]
Figure 1: (Carmona, 2019).
According to Hebert, a Ph.D. holder of fine arts and interior design from the University of Brenau, Starbucks is precise about its lighting principles. Starbucks Coffee Korea has a store development team in charge of opening new stores. This department is in charge of supervising interior design (including lighting and construction) and maintaining facilities.[Hebert, Justine. "Effects of Lighting Towards Productivity and Creativity in Coffee Shops." Ph.D. diss., Brenau University, 2020.]
A Store Developer is a manager in charge of opening Starbucks locations. They are usually real estate, architectural, and interior design experts who launch various shops. Starbucks also hires Store Consultants, who evaluate the store's productivity and oversee the leasing arrangement with the building's owner. A new Starbucks location takes at least six months to open. Various parties, including the design team, shop development team, store developer, and store consultant, cooperate on the launch during this time. Among the more than seventy countries that Starbucks has penetrated by 2015, Korea is the only one with its design and lighting experience. Starbucks' spatial design successfully and colorfully conveyed the value of space to customers, satisfying their diverse expectations, thanks to its efficient and systematic development approach.[Hebert, "Effects of Lighting"]
___ Canaran finds out that in terms of space value, in comparison to Starbucks, Blue Bottle's space design and marketing revolves around lighting, which guarantees that the best coffee is served. For example, no elements in the Apple Store area hinder the customer's view, allowing them to concentrate only on the products. Most furniture is modest, and the store's lighting is limited, basic, and straightforward. Simultaneously, the lighting design creates an atmosphere of warmth, openness, and harmony. Blue Bottle establishments are devoid of colorful artwork, posters, items, or furniture that can detract from the line of view, allowing all eyes to be focused on the coffee. Even the background music, which should be loud like other coffee shops, is turned down to the absolute minimum to allow customers to focus entirely on their coffee.[Canaran, Deniz. "Analysis of urban coffeehouses in the context of public space theories." Master's thesis, İzmir Institute of Technology, 2018.]
Methodology
Immersive research is used in this study. Immersive research is a type of design or user research that involves recreating the environment in which a product, service, or experience is utilized to learn about consumers' behaviors, attitudes, and requirements through observation, requirement analysis, and other types feedback. Participants (consumers, end-users, and employees) are placed in a digital or physical version of the environment to measure their responses objectively. Immersive research is reliable, producing more in-depth and insightful data than traditional research methods. Participants naturally respond in a way that is more indicative of how they would behave in the real world while providing feedback on a product or service in a mimicked or realistic setting. Researchers are less reliant on participants following the instructions to create a real-world perspective; thus, the outcomes are more dependable. Furthermore, immersive research may encourage deeper and broader interactions, in which participants are more likely to associate and examine the ramifications of the service or product on a larger scale with the facilitators.
Discussions
Starbucks Reserve Roastery in New York uses plenty of lighting. Aside from the equipment, products, and décor, the lighting enriches the environment for consumers and provides them with an unforgettable experience that is often connected with the brand. Furthermore, lighting has an impact on the perception of a Starbucks brand. The lighting design alone might reveal product quality, customer service excellence, degree of competency, and pricing range. Because various color temperatures elicit different emotions, Starbucks pays close attention to the lighting design to promote their brand.
Starbucks is well known for offering a variety of themes to appeal to the five senses of its customers. It is also done in the New York Starbucks Reserve Roastery. Starbucks' furnishings, interior decorations, and lighting are all shipped directly from the company's headquarters. As a result, Starbucks is constantly evolving following the society and times, yet never losing sight of its significance. Starbucks' Reserve Roastery in New York is notable for its five-sense delight. The Roastery includes a piece of large roasting equipment in the center of the store, where the beans are directly roasted, allowing customers to engage all five senses. While observing the beans being roasted, the lighting in this centerpiece creates a dynamic experience that awakens sight. Furthermore, a dynamic experience is created by the fragrance of the roasted beans' rich coffee aroma; and the sound of the beans being roasted and moving through the copper pipes. People want to do business with companies that give exceptional customer service. Customers are more likely to remember their encounter with a company if the lighting design evokes emotions.[Nair, Rajesh Kumar, Rupesh Sinha, Sheryl George Crasto, Khor Wee Kian, Daisy Mui Hung Kee, Shamin Athirah Binti Abdullah, Siti Nuraliah Ninti Zaidi, et al. "The effect of Starbucks Marketing Campaigns on Consumer Buying Behaviour." Asia Pacific Journal of Management and Education (APJME) 4, no. 1 (2021): 72-81.]
...