AI Summary & Key Takeaways
AI InsightThus, by correlating lighting design parameters with human behavior, human psychology can be evaluated as a lighting design criterion.
📌 3 Key Takeaways
Abstract
Shopping is a phenomenon as old as human history. Before the invention of money, the concept of shopping manifested itself with the concept of “barter” based on the principle of mutual exchange of goods or services, and with the invention of money, it continued its existence in human history by paying a certain amount of money in return for the same goods or services. Shopping venues were areas where the economic power and demographic structure of the cities came to the fore and constituted the lifeblood of the city they were located in due to their locations. The concept of shopping, which dates back centuries, has undergone a transformation in line with the needs that emerged in parallel with the change in socio-economic relations and human needs. Population growth, economic changes, technological developments, differentiation of social life, living standards and transportation conditions can be counted among the main reasons for this transformation. Due to the constant change of these elements affecting consumer behavior, various studies are still being conducted today to understand the shopping habits of consumers. The aim of this study is to determine the effects of the lighting design that consumers encounter in the clothing store window on consumer behavior, to understand the preferences of consumers and to create a lighting design for the window displays in this direction. However, it should not be forgotten that store identity and store atmosphere also have significant effects on lighting design. The scope of the study consists of showcase lighting design systems in luxury clothing stores serving the highest income group. A detailed literature review was conducted in the methodology section of the study. Then, research questions and hypotheses were created on the subject. The research questions were created as “What are the preferences of consumers regarding the color temperature values of the lighting design layout they encounter in a clothing store window?, What are the preferences of consumers regarding the lighting layout format they encounter in a clothing store window? and Which of the following lighting design parameters is/are effective in creating a positive mood in a clothing store window?” These research questions aimed to reveal that both gender and age factors have an effect on color temperature and lighting layout format preferences, and that color temperature, lighting layout and shadow parameters have an effect on creating a positive mood. In the continuation of the study, showcase lighting methods of 41 luxury clothing stores located in the cities of Milan, Rome, Florence, Siena, Venice and Verona in Italy were analyzed. In line with the stage lighting techniques and these analyses, 197 different lighting scenarios were created and visualized in three dimensions in the 3D Max Design 2015 program. Then, a survey consisting of 31 questions was prepared. The lighting scenarios were evaluated with the survey method study conducted with the participation of 80 people and the results were analyzed using Excel and SPSS programs. According to the data obtained as a result of the analyses, female subjects preferred warm color temperature in accent lighting, warm color temperature in general and background lighting, while male subjects preferred warm color temperature in accent lighting and warm color temperature in general and background lighting. Female and male subjects preferred red light in general and background lighting. In general colored light preference, female subjects preferred yellow light and its tones, while male subjects preferred greenish blue light and its tones (cyan). In shadow degree preference, female and male subjects preferred shadowless lighting. However, in terms of shadow quality, female and male subjects preferred the shadow form created by overhead lighting. As a result, in some cases, the gender factor was found to be more effective than the age factor. For example, in terms of general color temperature preference, it was observed that all participants preferred warm, female subjects preferred warm, and male subjects preferred warm color temperature. In terms of lighting scheme preference, it was observed that all participants, female and male subjects preferred the triple scheme (general + accent and background). It was understood that the lighting scheme generally revealed positive emotional states. However, it was determined that the subjects remained at a negative level in accent lighting coming from below. In addition, it was determined that the subjects preferred schemes created with linear sources from above and from the side in accent lighting and with point sources from below in background lighting. The developed version of the study can be applied to different action areas. Thus, by correlating lighting design parameters with human behavior, human psychology can be evaluated as a lighting design criterion.
Özet
Alışveriş insanlık tarihi kadar eski bir olgudur. Alışveriş kavramı, paranın icadından önce mal veya hizmetin karşılıklı değiştirilmesi esasına dayanan “takas” kavramıyla kendini gösterirken, paranın icadı ile birlikte aynı malın veya hizmetin karşılığında belirlenen miktarda paranın ödenmesi yoluyla insanlık tarihindeki varlığını sürdürmüş, gücünü katlayarak bugüne ulaşmıştır. Günümüzde tüketicilerin alışveriş alışkanlıklarını anlamaya yönelik pek çok çalışma yapılmıştır. Bu çalışmanın amacı giyim mağazası vitrininde tüketicilerin karşılaştıkları aydınlatma tasarımının tüketici davranışları üzerindeki etkilerini belirleyerek, tüketicilerin tercihlerini anlayabilmektir. Bu bağlamda en üst gelir grubuna hizmet eden lüks tüketime yönelik giyim mağazalarında yer alan vitrin aydınlatma tasarımı sistemleri çalışmanın ana kapsamını oluşturmaktadır. Çalışmanın yöntem kısmında öncelikli olarak İtalya’da yer alan 41 adet lüks giyim mağazasının vitrin aydınlatma yöntemleri analiz edilmiştir. Sahne aydınlatması teknikleri ve yapılan bu analizler doğrultusunda 197 farklı aydınlatma senaryosu oluşturularak, 3D Max Design 2015 programında üç boyutlu olarak görselleştirilmiştir. 80 kişinin katılımıyla gerçekleştirilen anket yöntemi çalışmasıyla aydınlatma senaryoları değerlendirilmiş olup, sonuçlar Excel ve SPSS programları kullanılarak analiz edilmiştir. Çalışmanın sonucu olarak bazı durumlarda cinsiyet faktörünün yaş faktörüne oranla daha etkili ortaya çıkmıştır. Örneğin genel renk sıcaklığı tercihinde, tüm katılımcıların ılık, kadın deneklerin sıcak, erkek deneklerin ise ılık renk sıcaklığını tercih ettikleri görülmüştür. Aydınlatma düzeni tercihinde tüm katılımcıların, kadın ve erkek deneklerin üçlü düzeni (genel+vurgu ve fon) tercih ettikleri görülmüştür. Aydınlatma düzeninin genel anlamda pozitif duygu durumlarını ortaya çıkardığı anlaşılmıştır. Ancak deneklerin alttan gelen vurgu aydınlatmasında negatif düzeyde kaldıkları tespit edilmiştir. Bunun yanısıra deneklerin vurgu aydınlatmasında üstten ve yandan doğrusal kaynak ile fon aydınlatmasında alttan noktasal kaynak ile oluşturulan düzenleri tercih ettikleri belirlenmiştir.