Store Atmosphere: An Environmental Psychology Approach
Author(s)
Donovan, R. J.; Rossiter, J. R.
Abstract
The study presents an investigation of the influence of the color of light on readability by figure to background value contrast, color perception, and overall room-light estimation for elderly consumers in an experimental setting representing a retail store. A factorial design with repeated measures was used to identify the impact of three independent variables: (a) lamp color temperatures, (b) lamp color-rendering properties, and (c) age of the participants. The results show that older adults perceived the higher color temperature light source as less cool than did younger adults. Older adults rated their level of comfort and preference higher than the younger participants under all lighting conditions. Regarding readability, higher color-rendering light sources provide better readability, and older adults have more difficulty with warmer lighting when value contrasts were reduced. Implications from this study can be applied to retail lighting techniques to attract elderly consumers.
