There are a number of factors that influence your purchasing decision. More than having or lacking money, we are visual people who more often than not, make decisions based on what we see and how that interpretation appeals to us. Research has indicated that our sense of sight trumps our other four senses, therefore making what we see and how we see it, the factor on whether we decide to take actions to purchase or consume.

Visual presentation, in the right setting plays a huge role in enhancing aesthetic qualities of items. One such setting being the right kind of lighting in a specific space.

“Consumers think that light is just light, right? When in fact lighting varies. You need different lighting to achieve specific or desired effects to your mood, health or business objectives,” says Chantal Finn, Marketing Communications Manager of Philips Lighting South Africa

Interior designers more than anybody in the consumer space understand how light influences an environment, but generally we all should be cognisant of how light influences us by remembering these top ways in which light impacts our surroundings:

  1. Lighting influences mood

When you’re in a shopping mall, you will notice that each retail shop has its own specific lighting. But what you may not realise is how that lighting may influence your interest, eventually leading you to enter the store and perhaps driving you to make a purchase.  Lighting levels and colour affect our mood and inevitably mood affects behaviour. Lower light levels along with warm light colour creates a more relaxing intimate setting, perfect for home and some retail atmospheres.

Bright blue/white light creates a more invigorating and energising mood. Depending on what you want to achieve, whether you’re setting the mood in the living room or looking for task lighting in the kitchen. Whatever your preference, your mood will be enhanced by the light setting you choose.

  1. Your lighting might be changing the way you look

Some light colours are more forgiving than others, but all light colours will emphasise different elements.  Knowing your lighting can help you to always look your very best.  White light is the most versatile when it comes to make-up as it can be reflected by any colour. What this means for you, is that you will look exact under this light. Yellow light is incredibly flattering for the skin because it has a lot of white light in it but it looks warm due to a lack of blue light in it. So when choosing the perfect lighting for your home, consider choosing warm or white light in the room where you get dressed and apply make up to make sure you look great from every angle.

  1. Light affects the colour of your clothes

Often we buy clothes at the store but when we get home we see that the colour seems off. This is because clothes look different under different kinds of light. This apparent change in colour can sometimes also be seen in cloth couches and curtains.  The best way to ensure that the colour of your garment is satisfactory is to look at it under sunlight. Another trick is to play with the lighting in your house and ensure that it is consistent.  Convert your lighting to energy saving LED warm or white bulbs, with a high colour rendering index so that the colour of your outfit will look the same throughout.

“Lighting is more than just about the ability to see clearer, next time you change your light bulb, think about how you would like to feel or how you would like the light setting in that room to be to achieve the desired outcomes,” concludes Finn.

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