Ljus i butiksmiljö : Upplevelsen av ljus och exponering av produkter

Sammanfattning: This thesis examines how to improve the exhibition of products within retail for clothes and gift articles. The purpose is to investigate and test how light sources and different directions of light affect how the products are perceived regarding their exhibition. Our question formulations are: To what degree does the level of light in combination with the background of the interior design of a shop affect whether a product is perceived more or less attractive? What can we recommend to make the exhibition of products more attractive?   From our observations shops nowadays have relatively high levels of light when they expose products on vertical areas. We have looked on the recommendation from “Energimyndigheten” in order to see what they think is important when designing retail lightening. This recommendation only considers food stores and there were no recommendations for retails when it comes to exhibition. In this thesis we investigate how the level of light affect the experience of illuminated products and how to improve the knowledge of how to illuminate products so that are experienced more attractive.   The methods we used in this thesis where interviews, experiment and measurements of light. We did the interviews with staff from seven different shops in Jönköping city. This was done in order to understand how shops work with lighting and concepts. In our experiment we built up five different test scenes with four identical objects in each scene but with different lightings. Our informants evaluated how the different objects were experienced by estimating their experiences in a survey. We tested how different sources of light work with different backgrounds and objects. The objects that were used in the experiment were glass, metal, a cube of concrete and textile. The measurements of light were used in order to see connections between the measured values and whether they corresponded with the result from the experiment.   From our results we can see that metal halide has the capacity of bringing out textile and also contribute to creating fresh and light impressions on products. Halogen contributes in creating a calmer and lower impression in a retail environment. With darker backgrounds you bring out clear contrasts from bright and colorful objects . Whiter backgrounds reflect the light better which creates life in glass and metal objects in combination with metal halide. We can conclude that the level of light does not affect how attractive products are experienced, this is rather due to the direction of light, the color temperature, the effect and the capacity of the source of lighting to reproduce color in combination with different backgrounds.