Featured Research

from universities, journals, and other organizations

Branding in a new light

Date:
August 16, 2010
Source:
SAGE Publications UK
Summary:
Illuminated and neon signs outside businesses have contributed to brand identity for some years. But researchers are now evaluating how selecting a universal lighting design for stores can also send out branding signals to consumers.

Illuminated and neon signs outside businesses have contributed to brand identity for some years. But researchers are now evaluating how selecting a universal lighting design for stores can also send out branding signals to consumers. The concept of using lighting design as a form of corporate communication is illuminated further in an article in the current issue of Lighting Research and Technology, published by SAGE.

Lighting expert Thomas Schielke of Darmstadt University of Technology, Germany, designed an online study to investigate how lighting design contributes to the atmosphere in retail outlets. By using the same room image and varying the lighting set-up, he aimed to discover whether a lighting change would alter the perceived brand identity, and also to what extent this effect varied depending on culture.

In addition to quantitative studies of lighting around its safety and effectiveness in workplaces, studies into qualitative lighting -- such as the room atmosphere and how this contributes to motivation or well-being -- are on the increase. When it comes to branding, researchers are interested in the qualitative messages created by lighting, and how this can be incorporated in marketing.

Brand experts know that emotion can be more important than function when it comes to shopping. People perceive certain symbolic meanings in buildings; cultural, social, personal and psychological factors make a considerable contribution to the decision to buy; and the atmosphere in the particular retail outlet must be tailored to the targeted shopper. Today's shop lighting doesn't just need to show off the goods in their best light, but also convey the brand image strategically in a chain of stores.

Schielke asked international study participants to judge the light, special setting and brand in a number of computer-simulated images of a clothing store. He found that rooms could convey a very different image in terms of brand identity simply through altered lighting. Lighting differences affected how participants rated the same room for brand attributes such as traditional or modern, or low budget vs. high class. Also there was a strong correlation between the scales uniform-differentiated, bright-dark, cold-warm, and traditional-modern. The study found some subtle differences between global regions, but broadly speaking a single lighting scheme would work for brand communication globally with minimal adjustment.

"Alone, interior lighting may not have the potential to explicitly communicate a specific brand name but it could facilitate sending a specific brand image," he explains.

The study represents a first step towards using lighting visualisations for subjective assessment, and as it can be done online it has international reach. Interestingly, although brightness is discussed a lot in lighting research, Schielke says that in terms of branding, this plays a subordinate role. So using light to construct a striking brand image does not necessarily entail higher energy consumption. Another budget point was that the branding result was down to the lighting effect itself, and not the actual light fixtures chosen to create it.

"For building a brand image, the importance of the lighting concept compared to the choice of luminaires should not be underestimated," explains Schielke. He adds that companies looking at lighting concepts in terms of investment and running costs should also consider the value added for the business by the enhanced brand identity from good lighting design.


Story Source:

The above story is based on materials provided by SAGE Publications UK. Note: Materials may be edited for content and length.


Cite This Page:

SAGE Publications UK. "Branding in a new light." ScienceDaily. ScienceDaily, 16 August 2010. <www.sciencedaily.com/releases/2010/08/100816095610.htm>.
SAGE Publications UK. (2010, August 16). Branding in a new light. ScienceDaily. Retrieved April 19, 2014 from www.sciencedaily.com/releases/2010/08/100816095610.htm
SAGE Publications UK. "Branding in a new light." ScienceDaily. www.sciencedaily.com/releases/2010/08/100816095610.htm (accessed April 19, 2014).

Share This



More Matter & Energy News

Saturday, April 19, 2014

Featured Research

from universities, journals, and other organizations


Featured Videos

from AP, Reuters, AFP, and other news services

Small Reactors Could Be Future of Nuclear Energy

Small Reactors Could Be Future of Nuclear Energy

AP (Apr. 17, 2014) After the Fukushima nuclear disaster, the industry fell under intense scrutiny. Now, small underground nuclear power plants are being considered as the possible future of the nuclear energy. (April 17) Video provided by AP
Powered by NewsLook.com
Horseless Carriage Introduced at NY Auto Show

Horseless Carriage Introduced at NY Auto Show

AP (Apr. 17, 2014) An electric car that proponents hope will replace horse-drawn carriages in New York City has also been revealed at the auto show. (Apr. 17) Video provided by AP
Powered by NewsLook.com
Honda's New ASIMO Robot, More Human-Like Than Ever

Honda's New ASIMO Robot, More Human-Like Than Ever

AFP (Apr. 17, 2014) It walks and runs, even up and down stairs. It can open a bottle and serve a drink, and politely tries to shake hands with a stranger. Meet the latest ASIMO, Honda's humanoid robot. Duration: 00:54 Video provided by AFP
Powered by NewsLook.com
German Researchers Crack Samsung's Fingerprint Scanner

German Researchers Crack Samsung's Fingerprint Scanner

Newsy (Apr. 16, 2014) German researchers have used a fake fingerprint made from glue to bypass the fingerprint security system on Samsung's new Galaxy S5 smartphone. Video provided by Newsy
Powered by NewsLook.com

Search ScienceDaily

Number of stories in archives: 140,361

Find with keyword(s):
Enter a keyword or phrase to search ScienceDaily for related topics and research stories.

Save/Print:
Share:

Breaking News:
from the past week

In Other News

... from NewsDaily.com

Science News

Health News

Environment News

Technology News



Save/Print:
Share:

Free Subscriptions


Get the latest science news with ScienceDaily's free email newsletters, updated daily and weekly. Or view hourly updated newsfeeds in your RSS reader:

Get Social & Mobile


Keep up to date with the latest news from ScienceDaily via social networks and mobile apps:

Have Feedback?


Tell us what you think of ScienceDaily -- we welcome both positive and negative comments. Have any problems using the site? Questions?
Mobile: iPhone Android Web
Follow: Facebook Twitter Google+
Subscribe: RSS Feeds Email Newsletters
Latest Headlines Health & Medicine Mind & Brain Space & Time Matter & Energy Computers & Math Plants & Animals Earth & Climate Fossils & Ruins