Zumtobel & Retail – Creating Light Creates Emotions
Texto por Zumtobel Lighting
Dornbirn, Austria
22.03.17
Real shopping experiences are in sharp contrast to the anonymous, digital world of today. Light provides a harmonious connection between architecture, product and the individual. It creates emotions with a positive effect on the intention to purchase. “Limbic® Lighting” from Zumtobel enables a target group approach for personality types using images that are generated by individually tailored light scenarios. As it is vital for the human survival instinct to notice moving objects, our eyes are spontaneously directed to anything that changes. The idea Active Light from Zumtobel integrates the Limbic® Lighting study, dynamically supporting the selective perception of human beings.
Up to 95% of all purchase decisions are made subconsciously. These choices can be positively influenced with the help of individually adapted lighting scenarios. The Limbic® Lighting approach from Zumtobel makes it possible to address specific personality types that have been defined through the Limbic® Lighting research from the Gruppe Nymphenburg in Munich. Alongside more time spent in the store and increased customer wellbeing, the Limbic® Lighting study also revealed a sales-boosting effect: “Shops are increasingly developing into places where visitors enjoy a feel-good atmosphere and real sensory experiences. Light can therefore be used to stimulate emotions and to create visible brand identities. Our Limbic® Lighting study showed that the right lighting can increase sales by 10 per cent,” explains Daniel Lechner, Marketing Director Zumtobel.
With three Limbic® Lighting application scenarios - from a showcasing luxury fashion to setting the scene for high street fashion stores and staging of accessories - Zumtobel will use EuroShop 2017 to show how lighting concepts tailored to particular personality types ensure the optimal presentation of goods and create a world of experience. There are three main Limbic® Types:
• Balance: Light for Harmonisers and Traditionalists
• Stimulance: Light for Hedonists and Adventurers
• Dominance: Light for Performers and Disciplinarians
Photo: Hedonists and Adventurers (Stimulance) love a highly contrasting solution with low horizontal general lighting levels - like the target group of the French fashion brand “The Kooples”
Photo: Harmonisers and Traditionalists (Balance) react extremely positive to uniform accent lighting with a warm-white light colour, such as, in the market hall of the Spar supermarket chain in Budapest. or the famous chocolatier “La Durée”.
Photo: Performers and Disciplinarians (Dominance) prefer a uniform light distribution with high proportions of diffuse light, as well as evenly illuminated peripheral areas. A Zumtobel lighting solution delivers perfect light for the Dominance target group at the Audi dealership in Dubai.
Finally, human perception is geared towards recognising fast-moving objects, which means that one’s attention is instinctively drawn to where something changes. The so-called ‘Active Light’ principle from Zumtobel supports this selective perception with continuously changing dynamic lighting scenes. Integrated into the Limbic® Lighting concept, Active Light could enhance the lighting solution and quickly alter the ambience in terms of light intensity, direction, colour and time.
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Contact:
Zumtobel Lighting GmbH
Schweizer Strasse 30
6850 Dornbirn
Austria