Retail shoppers respond to lighting with superior color rendering
A recent study by an independent researcher evaluating the attention-grabbing potential of retail displays determined a correlation between color-rendering ability and lure-ability.
|Display with 3 lighting scenarios.|
The experiment found that shoppers and lighting designers were more attracted to retail shoe displays that used spot lighting with better color-rendering ability, in particular enhanced rendering of deep reds.
Shoe display study
The experiment was performed at House of Fraser, a retail store in London. The test location was a Pied A Terre ladies shoe display with three identical alcoves (see photo).
The alcoves were illuminated with halogen lamps, Ra 80 LEDs (R9=16) or Ra 95+ LEDs (R9>95). The LED sources were based on Xicato’s Standard modules for Ra 80 and the Artist Series modules for Ra 95.
|Shoppers’ rating of display’s attractiveness.|
Other contributors to the project included luminaire provider Gamma Illumination (Dewsbury, UK) and power controls provider Rena Electronica BV (Zundert, the Netherlands).
Quantitative research was conducted over several weeks with 19 targeted shoppers and 31 lighting designers using a consumer-research agency and a designed protocol. Participants were asked to rate, on a scale of 1 to 10 (10 being most effective), the effectiveness of the lighting in terms of grabbing attention and making the shoes stand out.
|Designers’ rating of display’s attractiveness.|
However, a statistically-significant lower rating was given to Ra 80 (R9<20) LED sources, compared with halogen or Ra 95 (R9>95) LED sources.
The color-rendering difference translated directly into a poorer rating of the display in terms of its attraction. The study was peer reviewed by Peter Raynham of University College London.
Shoe sales are being tracked as the three light sources are switched on a weekly basis; this will be the subject of a follow-up report.