Branding with Light (08-17-10)

Schielke investigated whether it was possible to communicate brand messages through the lighting in retail outlets.  It will not surprise anyone who is a regular reader of this blog that the answer to this question is “yes.”  The Schielke article is interesting because it indicates that the ability of light to communicate nonverbally and influence mood is becoming more widely known.  The researcher concludes that utilization of consistent lighting concepts “reflects a brand identity.”  The study design eliminated the influence of specific luminaires on brand assessments:  “the significant impression can be made just with the light alone.”  In addition, “The aspect of brightness, although much discussed in lighting research, actually only plays a subordinate role” in the branding process.

T. Schielke.  “Light and Corporate Identity:  Using Lighting for Corporate Communication.”  Lighting Research and Technology, in press.