Lighting for Clothing Shop Changing Rooms

8/10/2019 Lighting for Clothing Shop Changing Rooms

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Lighting for Clothing Shop

Changing Rooms

Samantha McNern

September 2006

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Lighting for Clothing Shop

Changing Rooms

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ACKNOWL!"MN#S

#han$s are gi%en to the participants in the practical e&periments'

"illian McNern

S(e Morgan)*ones

Ka+e Ste%ens

*ohn Ste%ens

Rebecca Ma+!a%i, Smith

mr+s *ones

*amie Corbi,ge

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CONTENTS

.age1 / Abstract 6

11 #he aim of this st(,+ 6

12 Main o(tcomes 6

2 / ntro,(ction 21 Re%ie3 of c(rrent lighting research

22 Retail case st(,+ b+ 4era Lighting / 4o3 lighting affects sales

2- mportance of lighting factors in fashion stores

25 Case st(,+ from m+ personal e&perience / Selfri,ges irmingham 7

8Lighting !esigners' !4A !esigns9

2: Lac$ of lighting research into the aesthetic effects of lighting on 7.erception an, beha%io(r

26 Scope of st(,+ ;

- / Research


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: / Res(lts 2-:1 !atesB 3eather an, other con,itions 2-

:2 Res(lts ntro,(ction 2-

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1 Abstract

1.1 The aim of this study

#his st(,+ set o(t to a,,ress the =(alit+ of lighting in clothing store changing rooms#he aim 3as to i,entif+ ho3 shoppers percei%e common e&amples of e&isting

changing room lightingB 3hether impro%ements co(l, be ma,e an, 3hat these

impro%ements might be #he st(,+ 3as inten,e, to act as a starting point for more,etaile, research into lighting for specific pro,(cts an, mar$ets As s(ch the range of

lighting scenarios an, n(mber of test s(b?ects 3as $ept to small n(mber

1.2 Main outcomes

#he o(tcomes of the st(,+ pro%i,e man+ points to be in%estigate, f(rther #he st(,+s(ggests a single ,o3n light is percei%e, as (nflattering b+ shoppers an, that

,irectional spotlights 3ere preferre, #here 3as a preference sho3n for 3arm colo(r

temperat(res of light b(t this 3as not (ni%ersal so 3o(l, nee, f(rther clarification inspecific store settings Altho(gh ,a+light 3as cite, b+ man+ participants as goo,

lighting the o%ercast con,itions 3ere not (ni%ersall+ pop(lar s(ggesting that on

o%ercast ,a+s ,a+light alone is (nli$el+ to be s(fficient

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2 / ntro,(ction

2.1 Review of current lighting research

As far as 3as able to ascertain no prior research appeare, to ha%e been (n,erta$en 8at thetime of this st(,+9 on changing room lighting specificall+ 4o3e%erB the importance of

lighting in the retail en%ironment is 3ell establishe,

n an article forMondoB Lighting !esigner Mar+ R(shton)eales ,escribes ho3 a small chain

of stores 3as able to increase their sales b+ ma$ing impro%ements to their lighting an, colo(r

scheme

#he Small Commercial Lighting .rogram 8SCL.9 is a collaboration bet3een the Lighting

Research Centre an, #he Ne3 or$ State nerg+ Research an, !e%elopment Agenc+ 3hopromote effecti%eB energ+ efficient lighting ,esign n their g(i,elines for retail lighting the+

sa+ that retail lighting sho(l, attract c(stomers into +o(r storeB help them e%al(ate the

merchan,iseB an, help +o(r sales people complete each sale =(ic$l+ an, acc(ratel+D 7#he+f(rther state that research has sho3n that lighting installations that are caref(ll+ ,esigne,

3ith these three factors in min, 3ill act(all+ increase retail salesD7

Another lighting ,esign a,%isor+ gro(pB !esignlights Consorti(mB ha%e pro,(ce, a series of

lighting Knowhow Guides an, case st(,ies 3hich are recommen,e, b+ the SCL. #he

Knowhow Guideon retail lighting a,%ise, that the selection of the right lighting can be a

ma?or contrib(tion to retail salesD10

#hese are ?(st a fe3 e&amples of the 3i,el+ accepte, relationship bet3een impro%e, retail

lighting an, a li$el+ increase in sales

2.2 Retail case study y !era "ighting # !ow lighting affects sales

Altho(gh not relate, to clothing sales there is a piece of research that clearl+ sho3s the impactof lighting in relation to retail sales #he st(,+ 3as recentl+ commissione, in the Enite,

States b+ 4era Lighting 3ith mar$eting research compan+ Merchant Mechanics at t3o stores

belonging to health s(pplement retailer "eneral N(trition Companies nc8"NC9 #he st(,+

in%ol%e, specific fi&t(re lighting to en, of aisle %itamin ,ispla+s near the store entrances #he

st(,+ 3as carrie, o(t o%er t3o ,a+s 3ith fi&t(re lighting s3itche, on one ,a+ an, s3itche,

off on the other ,a+ #he res(lt 3as that "NC sol, more than t3ice as m(ch pro,(ct from the

en,)caps in the t3o ,a+s 3ith the a,,e, ill(mination than in a comparable perio, 3itho(t the

a,,itional l(minaires in placeD-

2.$ %m&ortance of lighting factors in fashion stores

#im *ac$son an, !a%i, Sha3B lect(rers at the Lon,on College of @ashionB list the follo3ing

amongst factors that characterise the most mo,ern e&amples of goo, fashion store ,esign'

Well litB air+ clean an, (ncl(ttere,Fa,%ances in electric lighting create artificial ,a+light to


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help enhance pro,(ctD2an, 3ithin the same list Changing rooms are comfortable an, more

(ser frien,l+ an, in%iting / this ai,s the selling processD 2

Respecte, American retail researcherB .aco En,erhillB has ma,e partic(lar note of the

potential of changing room lighting 4e 3rites #he ,ressing room ma+ be more important

than the floor of the store F #he ,ressing room isnGt ?(st a con%enience / itGs more a sellingtool li$e a ,ispla+ or a 3in,o3 or a,%ertisingD 14e goes on to cite a st(,+ for a ma?or

clothing chain 3here the changing rooms 3here Star$ chees+ little c(biclesB a long corri,or

of themB 3ith a singleB ba,l+ ill(minate, mirror ,o3n at the en, of the ro3D 1Another ma?or

,epartment store in Ne3 or$ 3ith the most horrible ,ressing rooms G%e e%er seen !irt+B

shabb+ 3orn r(gs 4arshB (nflattering lightingD 1 En,erhillGs e&pert opinion on changing

room lighting is that #he lighting sho(l, ma$e e%er+one loo$ li$e a million b(c$s n factB

the ill(mination sho(l, ha%e se%eral settingsB so +o( co(l, see 3hat a colo(r 3o(l, loo$ li$e

in ,a+lightB or (n,er fl(orescent lightingB or b+ can,lelightD1

2.' Case study from my &ersonal e(&erience # Selfridges )irmingham *"ighting

+esigners, +!- +esigns

#he changing room is 3here the ,ecision to b(+ a garment is (s(all+ ma,e 3hich ma$es the

changing room en%ironment %er+ important Shops go to great lengths to (se goo, lighting on

the retail floor to ,ispla+ their goo,s effecti%el+ t therefore follo3s that the part of the shop

3here the ,ecision to b(+ is ma,e sho(l, be lit to at least the same stan,ar, in or,er to

,ispla+ the clothing to the best of a,%antage an, hopef(ll+ infl(ence the shopper to procee,

3ith a p(rchase ,eci,e, to loo$ at changing room lighting beca(se ,onGt thin$ it is gi%en

the same le%el of attention as the shop floor in the ma?orit+ of shops ha%e been in M+

e&perience is s(pporte, b+ the %ie3s of *ac$sonB Sha3 an, En,erhill in the pre%io(s section

M+ o3n personal %ie3 that the ma?orit+ of clothing retailers ha%e not consi,ere, changing

room lighting 3as f(rther corroborate, b+ e&perience of ,esigning lighting for Selfri,ges ne3

flagship store in irmingham 3hilst 3or$ing for !4A !esigns We 3ere gi%en e&plicit

g(i,elines on the =(alit+ an, =(antit+ of the lighting re=(ire, in the shop floors b(t 3ere

gi%en no instr(ctions for lighting the changing rooms #hree separate architects 3ere in%ol%e,

in ,esigning the three floors of clothing n lighting ,isc(ssions none of the architects ha,consi,ere, the importance of the lighting in the changing rooms (ntil bro(ght (p the s(b?ect

When the shop 3as complete, also in%estigate, the ha(te co(t(reD areas 3hich 3e ha, not

,esigne, lighting for fo(n, that most of the changing rooms 3ere lit %er+ poorl+ often

rel+ing on ambient light from main store lighting 3hich in some cases 3as too far a3a+ to

light the changing room at all As this is a ne3 ,epartment store ho(sing man+ of the biggest

retailers in the clothing in,(str+ belie%e this gi%es a goo, o%erall e&ample of the c(rrent

stan,ar,s of clothes shop lighting in the Enite, King,om

2./. "ac0 of lighting research into the aesthetic effects of lighting on &erce&tion and

ehaviour

n his paper Lighting research for interiors: the beginning of the end or the end of the

beginning. R o+ce concl(,es that #he f(t(re of lighting research in interiors lies in a

mo%e be+on, %isibilit+ an, %is(al ,iscomfort to areas 3here lighting operates thro(gh the

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HmessagesG it sen,s an, hence ho3 it affects moo, an, beha%io(rFD 54e ,oes accept that 3e

,onGt $no3 ho3 potent lighting can be an, ho3 persistent are its effects relati%e to all the

other factors that can change moo, an, moti%ationD5#his in,icates that care m(st be ta$en in

an+ st(,+ to tr+ an, separate the aesthetic effects of lighting from other en%ironmental factors

*ennifer >eitch an, "(+ Ne3sham ha%e also note, the lac$ of research in this area an,

comment that there is no consens(s abo(t 3hat constit(tes goo, lighting =(alit+D : #he+

propose a beha%io(rall+)base, ,efinitions of lighting =(alit+D:an, go on to state a n(mber of

beha%io(ral re=(irements 3hich the l(mino(s en%ironmentD:sho(l, aim to meet Of theseB

aesthetic ?(,gement 8assessments of the appearance of the space or lighting9D :is sho3n to

ha%e been st(,ie, %er+ little n their table of fin,ings aesthetic ?(,gement has onl+ been

st(,ie, in relation to (niformit+ of lighting in a room an, colo(r + their assessment there

,oes not appear to ha%e been an+ research (n,erta$en to meas(re aesthetic ?(,gement in

relation to a range of lighting %ariables incl(,ing' l(minanceB ill(minanceB glareB control an,

,a+ lighting

#hese t3o papers ,emonstrate a clear nee, to f(rther st(,+ ho3 aesthetic ?(,gements areeffecte, b+ the lit en%ironment an, ho3 this might affect beha%io(r as a response

2. Sco&e of study

#he importance of fitting room lighting an, the lac$ e&isting research s(pport the nee, for

this partic(lar st(,+ #his st(,+ 3ill not it itself establish the precise financial relationship

bet3een goo, changing room lighting an, the 3illingness to p(rchase clothes #he intention

is to set a preliminar+ stan,ar, of 3hat c(stomers percei%e to be goo, an, ba, changing room

lighting is in or,er for f(rther st(,ies to be carrie, o(t on the impact of impro%ing changing

room lighting #his st(,+ 3ill foc(s on the perceptions of EK shoppers onl+ t is en%isione,that the res(lts ma+ appl+ more 3i,el+

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$ # Research uestion

$.1. +evelo&ment of research 3uestion in the conte(t of &rior research

#he original aim 3as to i,entif+ shopper perceptions abo(t the =(alit+ of e&isting changingroom lighting an, 3hether impro%ements co(l, be ma,e With so little e&isting research it

3ill be to start at a %er+ simple le%el of =(estioning in or,er to ascertain an+ common

agreement on the =(alit+ of changing room lighting

En,erhillB *ac$son an, Sha3 (se a n(mber a ,escripti%e terms in i,entif+ing goo, an, ba,

retail lighting

#erms referring to goo, lighting are' air+B artificial ,a+lightB comfortable an, in%iting

En,erhill recommen,s the (se of se%eral settings an, the broa, s(ggestion of lighting thatma$es e%er+one loo$ a million b(c$sD1

#erms 3hich refer to ba, lighting are' star$B ba,l+ ill(minate, mirrorB harsh an, (nflattering

#he research =(estion 3hich arises from this in,icates a nee, for these lighting =(alities to be

i,entifie, an, rate,

Another point abo(t e&isting retail g(i,elines is the lac$ of an+ g(i,ance on changing room

lighting #his research sho(l, pro%i,e a basis from 3hich to begin offering stan,ar, lighting

a,%ice for retail lighting ,esigners t 3ill be (sef(l to tr+ an, fin, one or more common

elements of aesthetic ?(,gement 3hich co(l, potentiall+ be more 3i,el+ applie, to changing

room lighting

#he lac$ of research into the effects of the aesthetics of lighting in,icates that a nee, e&ists for

this area to be a,,resse, in partic(lar in this st(,+ #he research =(estion is inten,e, toe%al(ate the potential for shopper beha%io(r to be affecte, b+ their aesthetic perceptions of the

changing room lighting

$.2. -udience for study

#he res(lts of this st(,+ 3ill be of interest to both retail ,esigners an, retailers themsel%es

Lighting ,esigners 3or$ing in retail are the primar+ a(,ience for this research as it 3ill

pro%i,e ob?ecti%e e%i,ence to s(pport better lighting in fitting rooms @or other retail

,esignersB incl(,ing interior ,esignersB it offers an insight into the e&pectations of clothing

shoppers (sing the fitting rooms @or retailers themsel%es the aim is to con%ince them of the

potential for impro%ing store image an, (ltimatel+ increase, sales thro(gh impro%e, lightingin the neglecte, area of changing rooms

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$.$. Statement of Research uestion

Which lighting =(alities are percei%e, as aestheticall+ goo, or ba, b+ shoppers in changing

room lightingB are these =(alities li$el+ to infl(ence their beha%io(r an, are there an+

common elements that are percei%e, as aestheticall+ goo, lighting 3hich co(l, be applie,more 3i,el+I

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' # Study methodology

'.1 4otential methods to answer research 3uestion

>eitch an, Ne3sham note that ,isc(ssions abo(t 8lighting9 =(alit+ are complicate, b+ itsintangible nat(reFD: that Fs(ch intangible entities are constr(ctsFD: an, An important

first step in (n,erstan,ing a constr(ct is to establish meas(rement r(lesD :#he+ go on topropose a n(mber of re=(irements for the people (sing a space as ,efinitions of lighting

=(alit+ #he re=(irements from their list rele%ant to changing room lighting are' post)%is(al

performanceD: 8incl(,ing beha%io(ral effects other than %isionD9B : moo, stateD : an,

aesthetic ?(,gementD:#he three criteria len, them sel%es to ,ifferent research approaches

#o st(,+ the shopper beha%io(r post the %is(al e&perience the most important element 3o(l,

be 3hether the in,i%i,(al 3ent on to p(rchase the garment an, ho3 far this 3as relate, to the

%is(al en%ironment An inherent problem 3ith this is that the p(rchase ,ecision is li$el+ to be

infl(ence, b+ man+ other factors than ?(st the lighting in the changing room #hese ma+

incl(,e' fitB affor,abilit+ an, moo, prior to entering the changing roomB

'.2 Method chosen and reasons for choice

n his comments on the lac$ of research that has been ,one on the aesthetic effects o+ceGs

tal$s abo(t effects of lighting on moo, an, beha%io(r

Moo, an, peoples an, act(al ,irect perception 3o(l, be best st(,ie, in a ,iscreeten%ironment M+ concerns are that 3ith a st(,+ base, on site s(r%e+s 3o(l, allo3 man+

(ncontrollable factors to affect the res(lts o+ce notes that in st(,+ing the effects of lighting

on the percept(al s+stem lighting is ?(st one amongst an+ possible factorsB an, it ma+ be of

little importanceD5

n or,er to foc(s in the specific effects of lighting factors alone it seeme,preferable to create a controllable en%ironment in 3hich all other factors than lighting 3ere

the same therefore ,eci,e, to foc(s on ph+sical application of lighting technolog+ in a

moc$ (p rather than on p(rel+ s(r%e+ing c(rrent perceptions

3o(l, interpret effects on beha%io(r in the conte&t of this st(,+ as the li$elihoo, of the

shopper b(+ing a garment #his is something that 3o(l, be in%estigate, ma+be better in a

f(rther st(,+ once there is more ,ata on preferre, lighting irrespecti%e of other en%ironmental

factors

'.$ !ow study was carried out

#he e&periment procee,e, as follo3s >ol(nteers too$ part in the e&periment at ,ifferentprearrange, times o%er the t3o ,a+s B 11)12 September 200: ach %ol(nteer 3as tol, that the

e&ercise 3as to assess ,ifferent lighting scenarios an, rate each one on a 3ritten=(estionnaire #he+ 3e as$e, to 3rite their name an, occ(pation on the =(estionnaire an,

gi%en the opport(nit+ to loo$ o%er the =(estions in a,%ance of entering the booth ach

%ol(nteer then entere, the booth 3hich 3as pre)set to the first lighting scenario No time

limits 3ere set to ma$e their assessments After the %ol(nteer came o(t of the booth the+ fille,

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in the lighting scenario 1 =(estions 3hile the ne&t lighting scenario 3as being set (p ach

%ol(nteer then repeate, this e&ercise for each scenario After the final scenario the+ 3ere

as$e, to complete t3o =(estions final =(estions

'.'.5olunteer selection

#he %ol(nteers 3ere selecte, to pro%i,e a range of agesB gen,ers an, $no3le,ge of lighting

Of the eight test s(b?ects gen,ers 3ere e=(all+ represente, #heir ages range, from 2 / :

+ears of age Ass(mptions of lighting $no3le,ge 3ere ma,e on the basis of both their

occ(pations an, of the %ol(nteers o3n ?(,gement of their lighting $no3le,ge prior to ta$ing

part As this 3as planne, as small e&plorator+ st(,+ in the fiel, of changing room the scope

3as restricte, to EK shoppers onl+ #he agesB gen,erB occ(pations an, ass(me, le%el of their

lighting $no3le,ge are sho3n in table 1.belo3

Table 1. >ol(nteer .rofiles

5olunteer -ge 6ender Occu&ation -ssumed level of lighting0nowledge

1 :0):; @emale nterior !esigner Some $no3le,ge /

primaril+ ,omestic

2 -0)-; @emale ri,al Wear !esigner Some $no3le,ge / primaril+ in (sing of

,a+light to %ie3 bri,al

go3ns

- 50)5; @emale A,(lt ,(cation #(tor No specific lighting

$no3le,ge ass(me,

5 50)5; Male Office Manager No specific lighting$no3le,ge ass(me,

: :0):; @emale .hotographer Kno3le,ge of photograph+lighting

6 50)5; Male %ent Organiser No specific lighting

$no3le,ge ass(me,

20)2; Male .ro,(ction Manager Some $no3le,ge /

primaril+ entertainment

lighting

7 -0)-; Male ntertainment Lighting

!esigner

Kno3le,ge of entertainment

lighting

'./ Reason for small numer of lighting scenarios

#he n(mber of lighting scenarios chosen 3as $ept ,eliberatel+ small #he main reason for this

3as to ease the tas$ of ma$ing ,istinctions bet3een scenes for the %ol(nteers A largerselection of lighting scenarios 3o(l, ha%e allo3e, for more s(btle ,ifferences to be teste, b(t

3o(l, ha%e ma,e it har,er for the %ol(nteers to compare scenes #he res(lts from this st(,+

3ill in,icate a range of possible reasons for each preference thereb+ pro%i,ing material for

f(rther research

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All the lighting scenarios ,iffer in more than one parameter As this is %er+ m(ch a first tr+ at

fin,ing o(t abo(t c(stomer lighting preferences for changing rooms it 3as consi,ere, more

important to i,entif+ a broa, range of preferre, parameters so a ,eeper le%el of ,ifferentiation

co(l, then be teste, in f(rther st(,ies #he lighting scenes ,iffer in light o(tp(tB ,irectionB

le%el of ,iff(sionB colo(r temperat(re 8C#9 an, colo(r ren,ering =(alit+ 8CR9

'. Scenarios chosen and what each re&resents

n m+ e&perienceB as both a shopper an, lighting ,esignerB a %er+ common lighting sol(tion

for changing room lighting is a single t(ngsten halogen ,o3n light so this 3as an ob%io(s

lighting scenario to (se Another pop(lar metho, is to (se fl(orescent t(bes mo(nte,

%erticall+ at either si,e of the changing room mirror As fl(orescent lamps are a%ailable in a

range of colo(r temperat(res tho(ght it 3o(l, be a goo, i,ea to (se t3o scenarios 3ith this

set (p (sing ,ifferent colo(r temperat(res to in%estigate ho3 cool an, 3arm lighting might bepercei%e, t seeme, appropriate to incl(,e a ,a+ lit scenario 3ithin the st(,+ !a+light is

often note, anec,otall+ as i,eal for retail an, this is partic(larl+ bac$e, (p in a 4eschong)Mahone st(,+ 3here 107 similar stores from a partic(lar chain 3ere compare, #he onl+

ma?or ,ifference 3as that some of the stores ha, s$+lights 3hile the rest ha, no ,irect

,a+light ill(mination #he+ reporte, an increase in sales of 50J in the s$+ lit stores against

the non ,a+ lit;

#he final scenario is base, on m+ o3n potential sol(tion for changing room lighting n this

scenario there are t3o ,irectional lighting so(rces angle, to3ar,s the shopper to pro%i,e goo,

three ,imensional mo,elling #his approach is in agreement 3ith the fin,ings of SR

Mang(mGs st(,+ of m(se(m lighting 3hich fo(n, that for f(ll ob?ect lighting for comple&

ob?ectsB (sing off)a&is light so(rcesB is preferre,FD 6 also (se, this lighting metho, for the

changing rooms in the thir, floor mens3ear ,epartment of Selfri,ges in irmingham

'.7 Site Set8u&

#he changing room moc$ (p 3as site, in a resi,ential setting t 3as hope, that the

comfortable setting 3o(l, pro%i,e informalit+ to procee,ing allo3ing the test s(b?ects torela& an, %oice their opinions of changing room lighting in a can,i, manner All the s(b?ects

3ere a3are that the pro?ect 3as for a st(,ent thesis an, not biase, b+ sponsorship in an+ 3a+

#he moc$e,)(p changing room booth 3as positione, a,?acent to north facing french ,oors to

pro%i,e a 3in,o3 for the ,a+ lighting scenario #he boothGs ,imensions 3ere 2m longB 1m

3i,eB 2m high ach artificial lighting scenario 3as controlle, from a s3itchable mains

soc$et 8Onl+ one circ(it 3as pro%i,e, for the fl(orescent scenarios as the 3arm an, cool

colo(re, lamps 3ere to be man(all+ change, bet3een tests9 #he in,i%i,(al lighting scenarios

are ,etaile, in the follo3ing sections A f(ll)length mirror 3as positione, on the 3esterl+ 3all

of the changing room an, the northerl+ si,e of the booth 3as c(rtaine, off so that the c(rtains

co(l, be remo%e, for the ,a+ lit scene

As the %ol(nteers entere, the room the+ 3o(l, first see a large table an, seating an, 3o(l,

not see the interior of the booth (ntil the first scenario ha, been set (pB figure1

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Figure 1. Moc$)(p changing room set)(p

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'.9. Scenario 1. Tungsten !alogen +own light *areviation, +"

Set (p' A t(ngsten halogen ,o3n light 3as mo(nte, at ;00mm from the mirror en, of the

booth to pro%i,e ,o3n lighting abo%e the %ol(nteer

L(minaire' < bran,e, s(rface mo(nte, -0 ,o3n light 83ith froste, ,iff(ser9

Lamp' M111 halogen caps(le 12> -:W "5

CC#' -000K

CR' 100J

Figure 2 #(gsten halogen ,o3n light set (p

'.:. Scenario 2. Tungsten !alogen -d;ustale s&otlights *areviation, -+


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07: tan 26 051m

07: tan 1 25m

2m / 051m 1:;m

Figure 3 A,?(stable spotlight set (p / 8Section perpen,ic(lar to mirror9

850

Figure 4 A,?(stable spotlight set (p / 8Section parallel to mirror9

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'.1=. Scenarios $. and '. >arm "inear ?luorescent *areviation, >? and Cool "inear

?luorescent *areviation, C?

Set (p' Scenarios - an, 5 both (se, the same lighting position @l(orescent battens 3ere

mo(nte, %erticall+ to either si,e of the mirror Warm an, cool colo(re, fl(orescent t(bes 3ereinterchange, bet3een these t3o scenarios #ime 3as allo3e, for the fl(orescent lighting

scenarios to reach f(ll brightness bet3een each test

L(minaire' < bran,e, 17W @l(orescent batten Opal lighting gel 3as place, in front of the

fitting to pro%i,e a ,iff(se lighting so(rce 8L @ilters White !iff(sion 2169

Scenario - Warm @l(orescent

Lamp' " 17W #riphosphor coate, linear fl(orescent

CC#' -000K

CR' ;0J

Scenario 5 Cool @l(orescentLamp' Osram 17W 4alophosphor coate, linear fl(orescent

CC#' -:00K

CR' 70J

Figure 4 Linear fl(orescent set (p

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'.11. Scenario /. +aylight *areviation, +-@

Set (p' n this scenario all artificial lighting so(rces 3ere s3itche, off !a+light came from a

@rench ,oors to the right han, si,e of the %ol(nteer to em(late f(ll height glaing #he

3in,o3 pro%i,e, northerl+ ,a+light #his 3as chosen so that ,irect s(nlight 3as not a factor

CC#' 6:00K

CR' 100J

Figure 4 !a+light set (p

1;


20/40


21/40

a. Please rate the lighting in each scenario in order of 'reference& +1,-

b. $aing tried on these gar%ents in different lighting conditions# how %uch do "ou thin* the

changing roo% lighting would influence whether or not "ou chose to bu" a gar%ent in a

sho'& !er" influential +1# /o%ewhat influential +2# 0ot er" influential +3# ould %a*e nodifference +4

21


22/40


23/40

5olunteer Scenario 1.Colour 2.!ow $.!ow Mean 1. 8 $ a.Order of ."evel of

Rendering ?lattering 4leasing 4reference %nfluence

- !L 2 - 2 2-- 5 2

11;05 A!* 1 2 2 16 -

W@ 1 2 2 16 2

C@ 1 1 1 100 1

!A 1: :0 - 1 - 2-- :

5 !L - - - -00 : 2

11;05 A!* 2 2 2 200 2

W@ - - - -00 5

C@ 2 1 1 1-- 1

!A 1610 2 2 1 16 -

: !L - - - -00 : 1

12;05 A!* 2 1 1 1-- 2

W@ 2 1 1 1-- -

C@ 1 - - 2-- 5

!A 100: 1 1 2 1-- 1

6 !L 2 - - 26 5 2

12;05 A!* 1 2 2 16 2

W@ - 2 2 2-- -

C@ 5 5 5 500 :

!A 1020 2 2 2 200 1

!L - 5 5 -6 : 1

12;05 A!* 1 - 2 200 1

W@ - 2 - 26 -

C@ 2 2 2 200 2

!A 111: 2 2 - 2-- 5

7 !L 2 - - 26 5 2

12;05 A!* 2 2 2 200 1

W@ 2 2 2 200 2

C@ - - - -00 -

!A 1200 2 2 2 200 :

2-


24/40

/.'. ualitative results tale

#he =(alitati%e responses to =(estion 5 are liste, in Table 3.belo3

Table 3. A,,itional comments ma,e b+ %ol(nteers to


25/40

Scene 5olunteer Comments

W@ 1 >i%i, colo(rs enhance,B ,eeper colo(rs ,(lle, S$in tone reasonableB b(t flat

W@ 2 #hese lights 3ere slightl+ better than 8cool fluorescent b(t still not brighteno(gh for o%erall loo$

W@ - Clarit+ goo, b(t a bit harsh On an in,i%i,(al le%el ,onGt li$e t(be lighting as

ten, to3ar,s migraine an, this seems to be one of m+ triggers #his ho3e%erseems slightl+ less glaring than man+ changing rooms ha%e been in

W@ 5 Altho(gh s(btle / fo(n, a little too ,im an, false for obser%ing materials

W@ : Slightl+ better than 8adustable s'otlights9 o%erall Colo(r ,ifferentB better Not

the most flattering light on the face b(t goo, on the bo,+

W@ 6 etter than 8cool fluorescent9 b(t still 3o(l, ne%er consi,er b(+ing clothes in

this lighting

W@ #oo +ello3 @itting nee,e, to be longer

W@ 7 #one goo, Lighting a bit lo3 in position

C@ 1 Colo(rs loo$e, (nreal S$in tone a3f(l

C@ 2 #hese lights ,etracte, from +o(r face an, +o( nee, to be able to see +o(rself

from hea, to toe in +o(r garment

C@ - ClearB right b(t not too harsh

C@ 5 Li$e, the ,iff(se, effect / probabl+ more li$e bright ,a+light con,itions

C@ : Ma,e me loo$ ill Colo(r of light greener 8than war% fluorescent9 b(t betterren,ition of colo(r in pin$ fabric

C@ 6 Lo3 le%el of o%erall light pl(s colo(ring ma,e %er+ flatD

C@ A little bit harsh tonall+ @itting nee,e, to be longer

C@ 7 #oo lo3 / b(t soft / goo, in combination 3ith other lighting #one too col,

2:


26/40

Scene 5olunteer Comments

!A 1 Light 3as a bit ,im as s$+ o(tsi,e clo(,+

!A 2 f ,a+light 3as able to be all ro(n, an, not ?(st from one angle this light 3o(l,be best beca(se its (s(all+ ho3 +o( are %ie3e, b+ people

!A - ts ho3 +o( e&pect to see +o(rself #oo ,iff(se, to i,entif+ colo(rs 3ell as not

f(ll light / onl+ that coming from an o(tsi,e so(rce

!A 5 "reat 3hen ?(,ging certain t+pes of garmentsB b(t s+nthetic lighting m+ be better

other sit(ations

!A : Nee,e, to be brighterB b(t happ+ 3ith it

!A 6 !(ll o%ercast ,a+ North facing 3in,o3 !a+light is 3hat 3e are acc(stome, to/ it therefore is the norm against 3hich 3e ?(,ge other lighting

!A +no co%%ents %ade

!A 7 "oo, %isibilit+ for garments Not =(ite bright eno(gh

"eneral 1 Light nee,s 3o(l, ,iffer ,epen,ing on 3hether clothes 3ere for ,a+time or

e%ening 3ear ,eal 3o(l, be a range of lighting options in the changing room

"eneral 2 (se ,a+light an, s(pplement 3ith ,a+light b(lbs on ,(ll ,a+s for bri,al go3ns

"eneral - %en 3orst lighting 8halogen downlight9 better than most changing rooms ha%e

been in

"eneral 5 Lighting ma+ nee, to be ,ifferent for ,ifferent occasions

"eneral : al3a+s loo$ in ,a+light if can an+3a+ etter light 3as for colo(r / 3orse itseeme, for act(al perception of +o(rself

"eneral 6 +no co%%ents %ade

"eneral ss(e 3ith angle, lighting 3ith people of ,ifferent heights 2n,an, -r,scenarios

together 3o(l, be goo, 8halogen s'otlights and war% fluorescents9

"eneral 7 +no co%%ents %ade

26


27/40

# -nalysis

.1. -nalysis &rocess and results

#o begin the anal+sisB mean a%erages 3ere ta$en of the o%erall preference ratings in or,er toi,entif+ the o%erall preferre, lighting scenario Mean a%erages 3ere also ta$en of the specific

lighting elements rate, in =(estions 1)-B Colo(r ren,eringB ho3 flattering an, ho3 pleasingthe lighting 3as percei%e, to be #hese res(lts are sho3n in Table 4.

Table 4. O%erall ratings for each scenario

Scenario Colour !ow !ow -verage

overall

Order

Rendering ?lattering 4leasing 4reference

!L 2:0 -00 -00 27- 5-7

A!* 1:0 177 1: 11 16-

W@ 2-7 22: 21- 22: 277

C@ 2-7 26- 26- 2:5 -1-

!A 21- 1: 22: 205 -00

#he ne&t ob?ecti%e 3as to ga(ge ho3 common the responses 3ere 3ithin the gro(p (sing

%ariance anal+sis o%er the range of ans3ers gi%en for each scenario b+ the ,ifferent

%ol(nteers #he %ariance anal+sis 3as ,one (sing the ANO>A metho, 11 to fin, Stan,ar,

!e%iation 8S!9 for each scenario

@(rther anal+sis 3as nee,e, to compare the ans3ers to the =(estions on the specific lighting

elements 3ith the o%erall preferences ma,e #his 3as again a,,resse, (sing the %ariance

anal+sis to see 3hether there 3as an+ correlation bet3een the ans3ers to =(estions 1)- 3ith

the o%erall preference ratings #he res(lts of the stan,ar, ,e%iation 8S!9 calc(lations aregi%en in table -

#here 3as consi,erabl+ more agreement bet3een the %ol(nteers on some of the lighting

scenarios than others Stan,ar, ,e%iation bet3een res(lts 3as small for 3arm fl(orescent

t(bes an, for both the ,o3n light an, angle, spotlight t(ngsten halogen fittings #he stan,ar,,e%iations sho3e, a m(ch 3i,er %ariation in responses for the cool fl(orescent t(bes an, for

,a+light

+ meas(ring %ariants 3e can get an i,ea as to ho3 cohesi%e the ans3ers are an, 3hetherthe+ are act(all+ in accor, or 3hether there is too m(ch %ariance in %ie3s to reall+ (se it as a

?(,gement of 3hat is common What are nee,e, from the anal+sis are the clearest points of

agreement @or e&ampleB the a,?(stable ,o3n lights 3ere 3i,el+ preferre, + contrastB thefl(orescent lighting ca(se, a 3i,e range of reactionsB partic(larl+ the cool fl(orescentB

in,icating a range of perceptions of ,ifferent people t ma+ be ,o3n to a matter of taste an,

therefore =(ite a %olatile option for changing room lighting ,esign

2


28/40

Table 4. Stan,ar, ,e%iation 8S!9 calc(lations

5olunteer Scene Colour

Rendering

-vg. S+ !ow

?lattering

-vg. S+ !ow

4leasing

-vg. S+ -verage

overall

-vg. S+ Order

4reference

-vg.

1 !L - - 5 --- :

2 !L 2 2 2 200 -

- !L 2 - 2 2-- 5

5 !L - - - -00 :

: !L - - - -00 :

6 !L 2 - - 26 5

!L - 5 5 -6 :

7 !L 2 2:00 0:-: - -000 0:-: - -000 0:6 576 -10 0775 5 5-:

1 A!* 2 2 2 200 1

2 A!* 1 1 1 100 1

- A!* 1 2 2 16 -

5 A!* 2 2 2 200 2

: A!* 2 1 1 1-- 2

6 A!* 1 2 2 16 2

A!* 1 - 2 200 1

7 A!* 2 1:00 0:-: 2 17: 0651 2 1:0 056- -:2 17;7 05: 1 162:

1 W@ - - 2 26 2

2 W@ 2 - 2 2-- 5 - W@ 1 2 2 16 2

5 W@ - - - -00 5

: W@ 2 1 1 1-- -

6 W@ - 2 2 2-- -

W@ - 2 - 26 -

7 W@ 2 2-: 055 2 22:0 00 2 212: 0651 50- 2:0- 072- 2 27:

27


29/40

5olunteer Scene Colour

Rendering

-vg . S+ !ow

?lattering

-vg. S+ !ow

4leasing

-vg. S+ -verage

overall

-vg. S+ Order

4reference

-vg.

1 C@ 5 5 5 500 5

2 C@ 2 - - 26 :

- C@ 1 1 1 100 1

5 C@ 2 1 1 1-- 1

: C@ 1 - - 2-- 5 6 C@ 5 5 5 500 :

C@ 2 2 2 200 2

7 C@ - 2-: 1177 - 262: 1177 - 262: 1177 :56 275; 1:21 - -12:

1 !A - 2 - 26 -

2 !A 2 2 2 200 2

- !A - 1 - 2-- :

5 !A 2 2 1 16 -

: !A 1 1 2 1-- 1

6 !A 2 2 2 200 1

!A 2 2 - 2-- 5

7 !A 2 212: 0651 2 1:0 056- 2 22:0 00 1: 1;77 0557 : -000

2;


30/40

#he mean a%erages an, %ariance for the specific lighting elements 3ere compare, 3ith the

o%erall preference ratings for each scenario to fin, o(t 3hether there 3as a match bet3een the

scenarios gi%en the highest an, lo3est ratings in =(estions 1)- an, the o%erall ratings gi%en

for each scenario

Table 4. O%erall ratings for each scenario

Order of ratings

*1

highest

Colour !ow !ow -verage

overall

Order

Rendering ?lattering 4leasing 4reference

1 A!* !A A!* A!* A!*

2 !A A!* W@ !A W@

- W@C@ W@ !A W@ !A

5 ) C@ C@ C@ C@

: !L !L !L !L !L

#he or,er of preference ratings 3ere f(rther ,i%i,e, b(t ,ifferent elements of the %ol(nteerGs

profilesP ageB gen,er an, ass(me, le%el of lighting $no3le,ge #hese are sho3n in gra'hs 1,

3.

Gra'h 1.Comparison of or,er of preference ratings b+ gen,er


31/40

Gra'h 2.Comparison of or,er of preference ratings b+ age

Gra'h 2.Comparison of or,er of preference ratings b+ le%el of lighting $no3le,ge

-1


32/40

@inall+B the infl(ence ratings 3ere compare, 3ith the first preferences gi%en an, the %ol(nteer

profile ,ifferences to ,isco%er 3hether an+ of these factors appeare, to be relate, to the

infl(ence rating state, #hese are sho3n in table -.

Table -. nfl(ence rating in comparison 3ith first preference gi%en an, profile factors

%nfluence

rating ?irst &reference

6ender

-ge

-ssumed level of lighting

0nowledge

1 2 A!* 1 !A1 male2 female

1 20s 1 -0s 1 :0s

2 $no3le,geable1 some $no3le,ge

2

2 A!* 2 C@

1 !A

- male2 female

1 20s 1 -0s

1 50s 1:0s

1 $no3le,geable 1 some

$no3le,ge 2 none

.2. %nter&retation of data y scenario *with reference to 3ualitative comments made

A,?(stable spot lights#he t(ngsten halogen spotlights 3ere gi%en high positi%e res(lts an, 3ere chosen as first or

secon, choice o%erall b+ the %ol(nteers Comments ma,e b+ the %ol(nteers in,icate that this

lighting scenario 3as preferre, beca(se it seeme, to be brighterB etter o%erall le%el of

ill(minationD an, ma,e clothing more %isibleB ga%e clarit+D etB there 3as one iss(e 3ith a

tall %ol(nteer 3ho fo(n, these fittings 3here not foc(se, appropriatel+ for him #his problem

3o(l, be impro%e, tho(gh 3ith a higher mo(nting position 3hich 3o(l, be feasible in most

stan,ar, booths

!o3n lights

#he t(ngsten halogen ,o3n lightB b+ contrastB recei%e, negati%e res(lts from all the

%ol(nteers Comments on this scenario s(ch as harsh sha,o3sD an, ,raine, s$in colo(rD

sho3 that it 3as ?(,ge, as sha,o3+ an, (nflattering One factor 3hich might impro%e the

effect of ,o3n lighting is ceiling height #he ceiling height in the moc$)(p fitting room is

probabl+ lo3er than a%erage at 2m an, the sha,o3ing effects might be impro%e, to some

,egree 3ith a higher ceiling

Warm an, cool fl(orescent

#he 3arm fl(orescent 8-000K9 3as mar$e, as me,i(m preference b+ most of the %ol(nteers3ith comments ranging from soft e%en lightingD to too +ello3D in,icating a certain

ambi%alence 4o3e%erB it came o(t as secon, o%erall #his 3as partl+ beca(se some of the

%ol(nteers sho3e, a preference for the cool fl(orescent 8-:00K9 (tB others ga%e a mar$e,l+

negati%e response to the cooler colo(r temperat(re 3hich meant that cool fl(orescent came

o(t as fo(rth o%erall #hose 3ho li$e, the cool fl(orescent appeare, to associate the cooler

colo(r 3ith ,a+light gi%ing comments s(ch as clearB bright b(t not too harshD #hose 3ho

,isli$e, the cool fl(orescent commente, on the greenD tone of the light eg colo(r of light

greenerD an, ,i, not gi%e it a similar rating to ,a+light

!a+light

#he %ariation in responses to the ,a+light scenario ma+ ha%e been ,(e to a n(mber of factors

#he primar+ iss(es 3ith the ,a+light in this e&periment 3ere that it 3as onl+ pro%i,e, from

one si,e of the %ol(nteerB that le%els 3ere poor o%erall 8,(e to mainl+ o%ercast con,itions9 an,

-2


33/40

that the so(rce 3as a north facing 3in,o3 so no s(nlight penetrate, the space Se%eral of the

%ol(nteers 3ith $no3le,ge of ,a+ lighting 8bri,al 3ear ,esigner an, photographer9 ga%e

,a+light a higher rating #his ma+ reflect an e&pectation of ,a+light being better as their

comments sho3 a generalise, preference for ,a+light rather specific reference to the ,a+ light

on the ,a+ @or e&ampleB tGs ho3 +o( e&pect to see +o(rselfD an, nee,e, to be brighterB b(thapp+ 3ith itD !a+light recei%e, an a%erage rating o%erall 3hich in part ma+ reflect the

iss(es abo%e 4o3e%erB this also sho3s the o%erall ,iffic(ltl+ in (sing ,a+light in a changing

room !a+light con,itions ,o of co(rse ,iffer greatl+ an, a changing room ma+ be locate, to

the North of a retail location #his s(ggests that sim(late, ,a+light ma+ be preferable to act(al

,a+light for changing rooms

.$. %nter&retation of data for individual lighting elements

Colo(r ren,eringResponses to the =(estion of colo(r ren,ering are partic(larl+ interesting beca(se the+ ,i, not

necessaril+ coinci,e 3ith the state, colo(r ren,ering =(alities of the light so(rces Lo3 lightle%els 8t(ngsten halogen ,o3n light an, ,a+light9 appear to ha%e been percei%e, as re,(cing

colo(r ren,ering ,espite the fact that both so(rces are consi,ere, to ha%e a CR 8Colo(r

Ren,ering n,e&9 of 100J #he cooler colo(r temperat(re halophosphor coate, fl(orescent

8CR 70J9 3as percei%e, as pro%i,ing better colo(r ren,ering than the 3armer colo(r

temperat(re triphosphor coate, fl(orescent 8CR ;0J9 ,espite the higher CR rating of the

3armer fl(orescent

Ratings for ho3 flattering an, ho3 pleasing

#he ma?or ,ifference bet3een these t3o criteria is in the ratings gi%en for ,a+light !a+light

3as ?(,ge, to be the most flattering b(t onl+ rate, a%erage on the pleasing scale #he

intention of these t3o =(estions in the st(,+ 3as to separate the s(b?ectGs assessment of their

o3n appearance 8ho3 flattering9 from their aesthetic ?(,gement of the space 8ho3 pleasing9

#his %ariation in,icates that the %ol(nteers ?(,ge, their o3n appearance (n,er ,a+light as

goo, b(t that this ,i, not necessaril+ mean the+ li$e, the lit space

.'. Com&arison of overall ratings with ratings for individual lighting elements

nterestingl+B o%erall or,er of preference ratings matches the or,er of ratings for ho3 pleasing

the lighting 3as b(t not ho3 flattering it 3as or the perception of colo(r ren,ering #his ma+

s(ggest that in rating the scenarios o%erall the %ol(nteers 3ere infl(ence, more b+ their %ie3

of the lit space rather than the s(itabilit+ of the lighting for ma$ing ?(,gements abo(t

p(rchasing clothes #his co(l, be relate, to the format of the e&periment itself b(t might also

s(ggest that the p(rchase ,ecision 3o(l, be more infl(ence, b+ ho3 pleasing the changing

room lighting is percei%e, to be than ho3 3ell the shopper can see themsel%es an, the

clothing n this caseB e&isting stan,ar,s of goo, retail lighting co(l, simpl+ be e&ten,e, into

the changing room in or,er

./. %nfluence ratings # &reliminary indications

#he point of most significance is that of the 5 responses a%ailable 8>er+ infl(ential 819B

Some3hat infl(ential 829B Not %er+ infl(ential 8-9B Wo(l, ma$e no ,ifference 8599 all of the

--


34/40

%ol(nteers rate, the le%el of infl(ence on the p(rchase ,ecision as 1 or 2 #his gi%es a

preliminar+ in,ication that the potential b(+ing beha%io(r of the %ol(nteers might be altere,

b+ the percei%e, =(alit+ of the changing room lighting

.. Order of &reference and influence ratings y volunteer &rofile differences

#hese ,i%isions are of limite, %al(e beca(se the test gro(p 3as small so s(b),i%isions of the

gro(p are (nli$el+ to be representational of general tren,s 4o3e%erB 3ith this pro%isoB an+

tren,s in,icate, co(l, pro%i,e =(estions for f(rther st(,+

#he onl+ significant ,ifference bet3een men an, 3omen 3as in their responses to the cool

fl(orescent scenario Male %ol(nteers sho3e, a higher preference for the cool fl(orescent than

females #he comments s(ggest that this co(l, be ,(e to more males associating the cool

colo(r 3ith ,a+lightB eg probabl+ more li$e ,a+lightD an, females consi,ering the effect ons$intone an, garment colo(r characterie, b+ comments s(ch as colo(rs loo$e, (nrealB

s$intone a3f(lD #hose 3ho ga%e cool fl(orescent as higher rating ga%e a lo3er ratingB ona%erage to the o%erall importance of lighting in ,eci,ing 3hether to b(+ a garment On

a%erageB the also men ga%e a slightl+ lo3er rating for the o%erall importance of lighting in the

b(+ing process l

Age ,i, not correlate in a clear 3a+ preference ratings for an+ of the artificial lighting

scenarios 4o3e%erB preference for the ,a+ lit scenario ,i, sho3 an, increase 3ith age 8gra'h

29 #here co(l, be man+ reasons 3hich 3o(l, 3arrant f(rther st(,+ t ,oes in,icate that

stores sho(l, consi,er the age of their c(stomers an, ma+be pro%i,e nat(ral ,a+light 3here

shoppers are li$el+ to be more mat(re

#his factor is the least reliable in the st(,+ as the ?(,gement of lighting $no3le,ge 3as

s(b?ecti%e #he le%el of lighting $no3le,ge ,i, not relate in a clear 3a+ to the scenario

preferences altho(gh those 3ho ga%e a rating of 1 8%er+ infl(ential9 for the potential infl(ence

rating ,i, ten, to ha%e more lighting $no3le,ge

t is perhaps not s(rprising tho(gh that those 3ho $no3 more abo(t lighting belie%e itinfl(ences them more than those less conscio(sl+ a3are of the lighting #he infl(ence rating is

a s(b?ecti%e meas(rement so cannot be (se, to acc(ratel+ pre,ict act(al shopper beha%io(r

Ne%erthelessB the in,ication is that changing room lighting is at least belie%e, b+ shoppers to

infl(ence their b(+ing beha%io(r

-5


35/40

7 # Conclusions

7.1. "ighting scenario &references

#he clearest res(lts in this st(,+ relate, to the t(ngsten halogen fittings #he primar+

preference for the a,?(stable halogen spotlights 3as =(ite clear #his 3o(l, therefore be a

recommen,e, approach to changing room lighting Some care 3o(l, nee, to be ta$en 3hen

(sing spot lights to calc(late the correct position an, beam angles to pro%i,e hea, to toe

lighting for %ario(s heights of shoppers

t 3as also clear that a t(ngsten halogen ,o3n lightB 3hich is c(rrentl+ (se, in a large n(mber

of fitting roomsB 3as ,isli$e, b+ all As this is a common approach changing room lightingthis res(lt in,icates a gen(ine nee, for a store ,esigners to consi,er changing room more

caref(ll+

Warm colo(r temperat(re fl(orescent t(bes 3ere ?(,ge, fa%o(rabl+ on the 3hole b(t there

3as m(ch 3i,er ,iscrepanc+ regar,ing cool fl(orescent lighting #his s(ggests that it 3o(l,

be safer to (se 3armer colo(r temperat(res in fl(orescent installations rather than ris$

c(stomer ha%ing a strongl+ negati%e reaction to the lighting

!a+light ,i, not fair as 3ell as might be e&pecte, #his is li$el+ to be beca(se of the poor

3eather con,itions in this st(,+ #he o%ercast con,itions le, to some interesting ,ichotomies

bet3een se%eral of the s(b?ectGs preferences state, %erball+ for ,a+light 3ith their act(al

e&perience of %ie3ing themsel%es (n,er ,a+ lit con,itions

#he (se of ,a+light is partic(larl+ important beca(se ,a+light is li$el+ to be gi%en a %er+

fa%o(rable %ie3 in general ,isc(ssion (t the realit+ is that ,a+light is not necessaril+ 3hat

people act(all+ e&pect nor ho3 the+ most en?o+ seeing themsel%es .artl+ beca(se ,a+light

con,itions ma+ not be optim(mB the+ ma+ not fit 3ith o(r i,ea of a lo%el+ s(nn+ ,a+ as being

i,eal %ie3ing con,itions On reflection it is not s(rprising that a clo(,+ gre+ o%ercast ,a+score, lo3 as a preferre, lighting scenario t is m(ch more li$el+ that somebo,+ 3o(l, reach

for the electric s3itch an, p(t artificial lighting on thin$ thereGs an interesting conscio(s

?(,gement often ma,e abo(t the %al(e of ,a+ lighting compare, 3ith artificial lighting #here

is a philosophical perception of ,a+light as being p(reB nat(ral an, best #here is m(ch more

scope for research be+on, this st(,+ into ho3 3ell nat(ral ,a+light meets 3ith peopleGs act(al

lighting preferences in a range of applications incl(,ing retail

7.2. %nfluence rating

A ,irect =(estion on ho3 li$el+ a shopper might thin$ the+ are to be infl(ence, cannot

acc(ratel+ pre,ict the shopperGs act(al beha%io(r 4o3e%erB it is significant that all the

%ol(nteers belie%e, that the =(alit+ of the changing room lighting 3o(l, affect their ,ecision

to p(rchase @(rther research on act(al shopper beha%io(ral responses to changing room

lighting 3o(l, be necessar+ to ga(ge ho3 acc(rate this belief is

-:


36/40

7.$. -esthetic ;udgements ratings

#he aesthetic appeal of the lit space ma+ be more con,(ci%e to ma$ing a sale than the specific

mo,elling an, colo(r ren,ering =(alities that might be consi,ere, technicall+ rele%ant forchanging room lighting #his is an intrig(ing o(t come 3hich s(ggests that rather than

pro%i,ing g(i,ance on specific lighting elements retail lighting ,esigner sho(l, be a,%ise, to

foc(s on ma$ing the lighting in the changing room area pleasing #his ma+ be as simple as

replicating the shop floor lighting in the changing room area

7.'. +ifferences in volunteer &rofiles

n,ications b+ aspects of the %ol(nteer profiles are limite, b+ the lo3 n(mber of participants

4o3e%erB there 3ere a fe3 res(lts 3hich might merit f(rther research

#he onl+ ma?or gen,er ,ifference 3as in response to the cool fl(orescent lighting scenario na st(,+ of changing room lighting for ,ifferent t+pes of clothing stores it 3o(l, be (sef(l to

confirm 3hether this 3as a general ,ifference that might affect the ,esign ,ecisions ma,e

male an, female changing rooms

#he res(lts b+ age ,i, sho3 a correlation bet3een increase, preference for ,a+light 3ith age

#he reason for this 3o(l, nee, more thoro(gh in%estigation b(t is ,oes s(ggest that nat(ral

,a+light sho(l, be recommen,e, for stores selling clothes to ol,er shoppers

#he other area 3hich is =(ite har, to =(alif+ is the e&tent to 3hich people 3ho ha%e lighting

$no3le,ge applie, their aca,emic $no3le,ge as oppose, to their o3n personal perceptions to

their ?(,gements (t the lac$ of an+ correlations bet3een le%els of lighting $no3le,ge an,

preferre, lighting scenarios ma+ mean that shoppers act(al response to the changing room

lighting is base, on their s(b)conscio(s aesthetic perceptions rather than an+ conscio(s

assessment of the lighting technicall+

7./. Recommendations for changing room lighting design

Altho(gh man+ of the in,ications pro%i,e, b+ this st(,+ 3o(l, nee, to be st(,ie, an,

%erifie, in more ,etaile, research there are a n(mber of clear res(lts that can be p(t for3ar,

as recommen,ations for changing room lighting

#he follo3ing g(i,elines are inten,e, for lighting ,esigners an, other professional in%ol%e,

in retail ,esign

#hese lighting approaches are recommen,e, in ,esigning changing room lighting'

A,?(stable spot lighting from the corners abo%e the mirror is recommen,e,

4o3e%erB these m(st positione, caref(ll+ to light c(stomers of %ario(s heights

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Ese ,a+light 3here possibleB especiall+ for ol,er shoppersB b(t onl+ (se in

con?(nction 3ith s(pplementar+ artificial ,a+ lighting to compensate for ,(ll an,

o%ercast 3eather con,itions

@l(orescent lighting co(l, be s(itable for some changing rooms b(t perceptions offl(orescent lighting ,iffer 3i,el+ Warmer colo(r temperat(res are less li$el+ to elicit

a strongl+ negati%e response than cooler colo(r temperat(res

!esigning the lighting to ma$e the changing room aestheticall+ pleasing ma+ be more

important than p(rel+ ,esigning for high technical stan,ar,s of colo(r ren,ering an,

mo,elling

#hese lighting approaches sho(l, be a%oi,e, in ,esigning changing room lighting'

A centrall+ positione, halogen ,o3n light is ,isli$e, b+ c(stomers an, percei%e, aspro%i,ing poor lighting

@l(orescent lighting (sing cool temperat(res is strongl+ ,isli$e, b+ some shoppers

altho(gh it is %ie3e, %er+ fa%o(rabl+ b+ some #hereforeB cool fl(orescent lighting

sho(l, be a%oi,e, (nless s(pporte, b+ f(rther research applicable to specific store

t+pe

Reliance on nat(ral ,a+light e&cl(si%el+ is not recommen,e, #he imagine, =(alities

of ,a+light are sometimes better than realit+ so real ,a+light ma+ not meet c(stomer

e&pectations of pleasant nat(ral light in all 3eather con,itions

7.. 4otential study im&rovements and recommendations for further research

1 .erceptions of ,a+ lighting are clearl+ comple& an, 3eather con,itions are (ncontrollable

t 3o(l, be better to st(,+ the perception of ,a+ lit changing rooms specificall+ rather that

simpl+ incl(,ing ,a+light as a single %ariable St(,+ of the perceptions of ,a+light sho(l,

foc(s specificall+ on nat(ral light onl+ in or,er to assess the man+ conscio(s an, s(b)conscio(s factors that might affect the test s(b?ectGs perception

2 A n(mber of st(,ies comparing onl+ in,i%i,(al characteristics 3o(l, allo3 for more

acc(rate reasons for lighting preferences #he small scale of the %ol(nteer gro(p in this st(,+

ine%itabl+ meant that fe3 concl(sions co(l, be ,ra3n on ,ifferent shopper characteristics

- Changing rooms come is a range of sies an, la+o(ts so it ma+ be (sef(l to compare similar

lighting in ,ifferent locations to ,efine acc(rate lighting ,esign criteria s(ch as beam angles

an, l(& le%el recommen,ations

5 A 3i,er range of fitting t+pes 3o(l, gi%e more complete (n,erstan,ing of precisel+ 3hat

3as fa%o(re, St(,ies to i,entif+ preferences b+ single parameter 8eg .referre, angle of

inci,ence of a,?(stable spot lights9 3o(l, pro%i,e more acc(rate ,etails on precise lighting

,esign recommen,ations

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38/40

: No ,istinction 3as ma,e in this st(,+ of t+pe of store an, merchan,ise f st(,ies 3ere

segmente, b+ clothing t+pe 8egB ,a+e%e 3ear9 an, c(stomer base 8eg Agegen,er9 this

3o(l, allo3 for ,ifferent recommen,ations ,epen,ent on in,i%i,(al retailer mar$ets

6 A f(ll+ coste, st(,+ to in%estigate the financial benefits of increase, sales against the costof specialise, lighting in fitting rooms 3o(l, begin to ans3er the =(estion of ho3 m(ch effect

lighting aesthetics act(all+ ha%e on potential shopper p(rchasing beha%io(r

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9 # References,

1 En,erhill .B h" e u" 5 The /cience of /ho''ingpp 10)12 8Lon,on' #he Orion

.(blishing "ro(p 1;;;9

2 *ac$son #B Sha3 !BMastering Fashion u"ing and Merchandising Manage%entpp 11)

12 8Macmillan 20019

- 4era Lighting sho3s lighting as a retail mone+ma$erB 6esign and dis'la" ideas +ddi

%aga7ine81 March 200-9

5 o+ce . RB Lighting research for interiors' the beginning of the en, or the en, of the

beginningBLighting 8esearch and Technolog"# -6B5 820059

: >eitch * A an, Ne3sham " RB !eterminants of lighting =(alit+ ' State of ScienceB .aper

presente, at the 1;;6 Ann(al Conference of the ll(minating ngineering Societ+ of North

AmericaB Cle%elan,B OhioB :) A(g(stB 81;;69

6 Mang(m S RB ffecti%e Constraine, ll(mination of #hree)!imensionalB Light Sensiti%

Ob?ectsB9ournal of the llu%inating ;ngineering /ociet"# 81;;79

R(shton)eales MB Good Lighting Means Good /ales# Mon,o ArcB 8200:9

7 Learn


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: # )iliogra&hy

>eitch * A an, Ne3sham " RB !eterminants of lighting =(alit+ ' Research an,

Recommen,ationsB .aper presente, at the 105th Ann(al Con%ention of the American

.s+chological AssociationB #orontoB OntarioB Cana,aB 12 A(g(st 81;;69

Openheim A NB =uestionnaire 6esign# nteriewing and

Documents

Lighting for Clothing Shop Changing Rooms