The following picture shows that male and female are going to buy clothes, but their routes are totally different. The female’s route are more complicated and zigzag that male’s.Therefore, a man can buy a cloth within 6 minutes while a woman usually spends 5 hours for a satisfied cloth and fee is higher than her expectation.
Compare two pictures below and find the lighting design difference at a menswear shop and a boutique, you will be surprised for the designer’s delicate design ideas.
For menswear shops, the lighting feature in general is bright. The merchandise is very bright-colored under the shining of lights. And the bright light makes people concentrate on their minds and think clearly so as to do quick decision, which conforms to man’s shopping psychological characteristics.
Reversely, boutique in general is dark and warm light atmosphere. The warm light make people feel comfortable and lazy to think about anything. That light make woman try on again and again.
Technically, how light can create such a different environment atmosphere so as to influence consumers actions? Here I would like to talk about two professional terms, color temperature and illuminance.
Today, I would introduce color temperature more specifically.
What is color temperature?
Color temperature refers to light color. And absolute temperature K represents it.
Color temperature is a characteristic of visible light that has important applications in photography, videography, publishing and other fields. The color temperature of a light source is determined by comparing its chromaticity with a theoretical, heated black-body radiator. The temperature (usually measured in kelvin (K)) at which the heated black-body radiator matches the color of the light source is that source’s color temperature; for a black body source, it is directly related to Planck’s law.
Different colors have different influence on people psychological states.
In everyday life, different colors give us different feelings. Red makes people feel zeal and passion, white makes people feel pure, pink makes people fell sweat and lovely and so on.
In red color environment, human’s pulse is quickened and blood become higher and excited while in the blue environment, the pulse and emotion are stable and quiet.For light, color temperature also makes same influence on people’s mind.
The picture above is 8 different color temperature lighting environments, which light can give people different feelings, gloomy, bright, stuffy and warm, etc.In general, light color temperature is divided into warm color, intermediate color and cool color.Warm light is below 3300k. Large part is red color, which can create a warm, healthy and comfortable feeling. This light with warm color is mainly applied to some leisure places such as home improvement, dormitory, accommodation, hotel, restaurant, coffee house, etc.Color temperature of intermediate color light is between 3300k to 5300k, which give people a soft, quiet, pleasure and comfortable feeling. The lights with intermediate color is mainly applied to shopping mall, exclusive shop, fast food restaurant, school, library, etc.
Color temperature of cool light is over 5300k, which is close to bright natural light. The kind of light can make people concentrated their minds. The light is mainly applied to the places where need high concentration such as office, hospital and workshop.
Light Color & Color Temperature Deviation
Someone may ask,”Does the quality of color temperature have an affect on light product?” Yes, it does.
Here I wold like to mention a concept of color temperature deviation.
There is no good or bad in light color, but light color of lighting is an exception. Light color of lighting has evaluation criterion: ±Δuv. And that is color temperature deviation.
For lighting product, color temperature deviation is the smaller the better and Δuv=0 is the best. However, Δuv of natural light is +Δuv0.001 because of CIE recombination sunlight. That’s why color temperature that is over 4000K needs +Δuv0.001.
Okay, let’s continue to talk about the difference on male and female’s shopping way. How shop boss choose light for potential consumers?
As a saying goes, “Women are always lack of a suit in the closet”. Woman is a an emotional animal and most of them who go shopping are just for satisfying their affection needs. For them, going shopping is a pleasure process so that the shopping environment is very important for them.While most men go to shopping just for meeting their physiological needs. Therefore, man in general pursue fast speed and specific things when going shopping.
That’s why man’s swear shop are generally designed with high color temperature and high lumens light. This kind of light can create a bright and refreshing feeling so as to attract the male consumers to buy things immediately.
Of course, not all of boutiques and man’s swear shops are designed with lights mentioned above. In specifically, the light choose should depend on brand position and decorative style of the store.