LED光环境及服装色彩对消费者行为影响分析

LED光源具有高显色性、高发光效率、寿命长、节能环保等优秀的性能,目前很多服装店已经采用L ED进行照明.但服装店在选择照明方式上出现很多问题,比如灯光不能再现服装的真实原貌,消费者的氛围感知不强,消费者购买欲望差.以可调L ED光源为基础,针对服装店室内照明场合,分别采用普通照明方式、重点照明方式、局部照明方式和混合...

The Effect Analysis of LED Light Environments and Clothing Colors on Consumers' Behavior

LED light source has many outstanding performances, including high color rendering, high luminous efficiency, long life and energy saving. It had been widely adopted LEDs lighting for clothing stores. However, there were many problems when choosing a lighting method for a clothing store. For example, the lighting cannot restore the original appearance of the clothing. This can cause consumers to have a weaker perception of the atmosphere and make consumers lose their desire for purchase. This paper was based on the adjustable LED light sources. For the indoor lighting occasions of clothing stores, four types of lighting environments with different physical parameters were designed using general lighting, key lighting, partial lighting and mixed lighting, respectively. With the help of the semantic differential scale of psychophysical experiments, subjective evaluation questionnaires were formed using 36 sets of word pairs. It was using 22 observers (11 males, 11 females) to simulate consumer’s subjective evaluation of preference, attractiveness, coziness and color fidelity of five colors of clothing (black, blue male’s clothing and white, red and yellow female’s clothing) corresponding to the every lighting environment. The difference coefficient was used to verify the stability and accuracy of the subjective evaluation data, and all the data was confirmed to be reliable and valid. The principal component analysis method was used to evaluate the effects of corresponding lighting methods. The basic dimensions of the lighting environment atmosphere of the clothing store had been evaluated as liveness, coziness and commercial. One-factor analysis of variance was used to determine further that liveness was the most important basic dimension of clothing stores. Moreover, this paper analyzed the effects of clothing color on observers’ color perception under the four LED lighting environments. The research results showed that the general lighting method was similar to the traditional light source in terms of lighting effects, and the consumer evaluation indicators were generally lower in clothing stores. Therefore, the general lighting method should not be used alone in clothing stores; the mixed lighting method was more suitable for illuminating black and blue male’s’s clothing and red females’ clothing than other lighting methods. The lighting effect produced was more attractive to consumers; Consumers preferred to illuminate yellow female’s clothing with the particle lighting method. However, the evaluation index of blue male’s clothing was very low under the particle lighting method by consumers. Blue male’s clothing should avoid using partial lighting method in clothing stores. The use of key lighting illuminated white females’ clothing that attracted consumers’ attention.