Why is it that we expect a certain type of music in a jeans shop? And how is it that we notice instantly when the music might be “wrong”? We perceive our environment with all our senses, and the sensory stimuli triggers feelings within us. But does the sensory impressions influence my will to shop?
Sense and sensibility
Have you ever wondered why you feel a certain way about a certain brand? In most of the cases, it is a well thought out brand strategy behind your reactions and feelings. Entering for example a Starbucks you anticipate a certain kind of mood and atmosphere, and sometimes that feeling is worth more than the actual coffee.
In the retail universe, the constant challenge is to transform creativity and inspiration into profitability. The practice of designing a store environment in order to charge your brand with additional values is called “atmospheric”, and was coined by researcher Philip Kotler in the 1970’s. He stated that the atmosphere in the brick-and-mortar store was sometimes more important for generating sales, than the products on the shelves. In the book “Sensory Marketing” the authors cite multiple studies that highlight the importance of connecting with your customers through more than just your sense of sight. After all, while Facebook ads and flyers might catch your attention for the moment, other senses can supplement that initial interaction, and strengthen the way people feel about your brand. It's hard to deny the evidence of our senses - it doesn't feel like we're being influenced when we feel.
With the right beat
When watching a movie, the soundtrack to the film makes up for a large part of the experience. Something you are likely to find out if you watch the film on mute. Music conveys feelings and a rhythm, that we sometimes do not think about. We just feel it.
For many years, research has suggested that music is a powerful tool in creating an atmosphere and affecting the customers behaviour. A study from 2011 found that shoppers in grocery stores bought more when the music was slower, and they bought even more when the music was in a minor key. One hypothesis the researcher offered was that the minor key, which humans tend to associate with feeling blue and sad, spurred buying behaviour, since shopping can trigger the brain to release dopamine — an instant boost of happiness.
Smell - the sense of memory and desire
While a catchy jingle, or the right playlist, might get stuck in our heads for a while there are other points to consider too. The sense of smell is closely linked with memory, probably more so than any of our other senses. This because the limbic system in the brain, responsible for processing smells, is also in control of our memories and emotions.
Smell is the closest thing human beings have to a time machine. Use the right scent as part of your sensory marketing tactics, and you could instantly transfer your customers back to i.e. a childhood memory. Many retailers, within different application areas, has chosen to enhance their brand experience with a signature smell in their brick-and-mortar stores. One example is Australian swimwear and clothing brand Tigerlily, that scents its stores with coconut and lime. The two elements were chosen and blended to offer a summery scent, reminding the customers of a perfect beach holiday.
Feel the light
So, now we hear and smell the brand. But in which light do we see it? Lighting plays an important role in the store design, primarily to guide the customers through the store in a safe an attractive way. It is also used to draw attention to specific products, and allows for a better examination and appreciation. But the most important part it plays is a creator of mood. The goods on display will only touch people’s emotions if they are presented in the right light.
The right lighting generates an atmosphere that helps customers relax, get comfortable or excited – if that is the mood desired. The light setting for a cosy bar is not the same as for a white goods store, where you wish to create two different kind of moods. To decide what kind of atmosphere you want your lighting to create, think about how you want customers to feel when they walk in your store. Warm, soft lighting can make people feel relaxed and comfortable, such as in the Louis Vuitton flagship store in London.
So, all in all, we are only humans. And as such we respond immediately to sensory stimuli. And remember, in the right light, at the right time, everything is extraordinary.
Related News
Melanopic lux: lighting for education influenced by human biology
Light is essential in our daily lives, influencing our ability to see, overall well-being and performance. In educational environments, lighting quality can significantly impact students' focus, mood, and energy levels. So, how do we know what is the right amount and quality of light for this setting? Traditionally, light has been measured in lux, a unit of measurement for the intensity of light. It's used to measure how much light falls on a surface or the amount of light in a given space. One lux is the amount of light that falls on a surface that is one square meter in area when one lumen of light is spread out evenly. Recent advancements in research have unveiled the importance of melanopic lux, which goes beyond mere visibility. This measures how effectively light stimulates specific eye cells that regulate crucial non-visual functions such as sleep and alertness. In classrooms and lecture theatres, the melanopic ratio has become vital in lighting design, enabling educators to create spaces that support visual tasks and align with students' biological rhythms. In this article, we explore how lighting solutions can align with our biology, and how this helps to create optimum conditions for educational environments. The science of vision and light The human eye is a remarkable organ designed for high-resolution colour vision within a small area (approximately 2 degrees of the visual field) while relying on peripheral vision for motion detection. This dual-function system, shaped by evolution for survival, continues to influence how we perceive and interact with our surroundings. Our eyes are particularly susceptible to green and yellow light, reflecting our evolutionary adaptation to naturally lit environments. In contrast, blue light, which is chief in modern LED lighting, requires higher intensity to be perceived at the same level. Effective lighting design carefully considers brightness, timing, and distribution to support visual clarity and biological functions like mood and alertness. For example, exposure to bright light in the morning helps regulate circadian rhythms, boosting alertness and mitigating the effects of seasonal darkness. This is particularly important in educational environments, such as schools and universities, where lighting impacts mood, focus, and overall performance. Our Organic Response system provides an innovative solution tailored for these spaces. This smart lighting technology automatically optimises light levels, featuring daylight-responsive sensors and advanced occupancy detection, maintaining a balance between natural and artificial light. Doing so supports visual comfort and reduces energy consumption, making it an ideal choice for creating dynamic, efficient, and student-friendly learning environments. To further support students, well-lit spaces with minimal glare are essential for reducing eye strain and maintaining focus during extended study sessions. Adjusting light intensity and colour temperature for different tasks—such as reading, group discussions, or creative activities—enhances light's visual and non-visual effects. By integrating thoughtful lighting strategies like those offered by Organic Response, educational environments can promote healthier, more productive, and engaging learning experiences. Integrative lighting: Supporting health and well-being. Integrative lighting (also referred to as human-centred lighting) combines visual and non-visual benefits (such as emotional effects) to support biological rhythms and psychological well-being. This approach goes beyond traditional lighting solutions by considering how light impacts circadian rhythms and hormonal balance. Light exposure in the morning is critical for suppressing melatonin (the sleep hormone) and increasing cortisol (the alertness hormone). Proper timing helps align students' natural rhythms with school schedules, which often require a lot of focus. Consistent exposure to bright, cool light early in the day can enhance energy levels and cognitive performance. The melanopic ratio compares the spectral composition of a light source with daylight. Using this information, you can determine its melanopic lighting intensity. This enables the design of lighting setups that precisely meet both visual and biological lighting needs. Lighting recommendations for educational spaces Each learning environment has unique lighting needs. Libraries benefit from direct lighting on the floor, paired with ambient lighting on walls and ceilings. Vertical shelf lighting (200-300 lx) makes it easier to browse titles. Lecture halls, on the other hand, require glare-free, comfortable lighting with flexible control, ideally with pre-programmed scenarios. In auditoriums and classrooms, strong vertical lighting is crucial for clear visual communication, especially over greater distances, enhancing facial expressions and engagement. General lighting recommendations apply to all educational spaces. Our solutions meet industry standards, ensuring reading and writing areas maintain 500 lx for effective visual tasks. Using daylight-responsive sensors for luminaire rows can reduce energy consumption while maximising natural light. The number and arrangement of luminaires should be adjusted based on the room's size and function to ensure consistent illumination. The role of dynamic lighting A Double Dynamic lighting system can be a game-changer in educational environments. It allows for intensity and colour temperature adjustments to match the specific needs of activities, from quiet reading sessions to collaborative group work. Fagerhult's distinct approach to lighting means that our design is human-centric; we integrate scientific insight into light and human psychology, creating environments that support academic performance and well-being. Our focus on energy efficiency also means our advanced control systems optimise light usage while minimising energy consumption, contributing to a building’s sustainability goals. The customisable setting and flexible solutions ensure that educational environments can create tailored lighting profiles for different times of the day or specific learning activities. Long-term benefits of melanopic lighting Melanopic lighting, designed to mimic the natural light spectrum, helps regulate the circadian rhythm, which is essential for maintaining focus, energy, and emotional balance. In classrooms and study areas, proper lighting can reduce eye strain, improve sleep patterns, and enhance mood, which are critical for students' mental health and academic performance. By incorporating lighting that aligns with our biological needs, schools and universities can foster healthier, more productive learning environments,. This is particularly important during the winter months when daylight is limited. Whether through advanced tuneable white light systems, designs that maximise daylight, or energy-efficient solutions, we are dedicated to leading the way in lighting innovation for educational environments, delivering brighter futures—one classroom at a time.
The inspiration behind Nobel Week Lights: ”Light, art and technology intertwined.”
Nobel Week Lights has quickly become a beloved public celebration. During Nobel Week, Stockholm residents flock outdoors to marvel at the spectacular light installations, where contemporary lighting technology meets artistic expression. ”We aim to create a moment of gathering: around light and around something meaningful”, says Lara Szabo Greisman. Nobel Week Lights is a light festival that illuminates Stockholm during the darkest time of the year – a free cultural experience for everyone. Presented by the Nobel Prize Museum, the festival invites international and local artists, designers and students to create light artworks inspired by the Nobel Prize. The installations shed new light on the scientific discoveries, literature and peace efforts of Nobel laureates while offering a fresh perspective on the city. Fagerhult is Principal Partner of Nobel Week Lights 2024, and this year’s edition features 16 different light installations across Stockholm. The artworks can be experienced from 7–15 December, including ”The Wave”, a light installation by the art collective Vertigo, located in front of the Parliament House where visitors can walk right through the luminous wave. The Wave by Vertigo ”Light and art and creativity is incredibly intertwined because these are technologies that are constantly evolving. So part of the fun working with the artists is that they are constantly testing new technologies. And we see these incredible visual results which are based on just pure innovation”, says Lara Szabo Greisman, co-founder and producer of Nobel Week Lights. Lara Lara Szabo Greisman and Leading Lights by Les Ateliers BK The significance of light as a collective force, its ability to encapsulate life and death, joy and sorrow – indeed, the very essence of what it means to be human – makes lighting a powerful medium of artistic expression, she argues: ”The dream for the festival is that this becomes a personal experience for each and every member of the audience. A moment that they remember and cherish . A moment that they think about later and bring forward as their story of connecting with the city.”