brand lightIlluminated and neon signs outside businesses have contributed to brand identity for some years. But researchers are now evaluating how selecting a universal lighting design for stores can also send out branding signals to consumers. The concept of using lighting design as a form of corporate communication is illuminated further in an article in the current issue of Lighting Research and Technology, published by SAGE. Lighting expert Thomas Schielke of Darmstadt University of Technology, Germany, designed an online study to investigate how lighting design contributes to the atmosphere in retail outlets. By using the same room image and varying the lighting set-up, he aimed to discover whether a lighting change would alter the perceived brand identity, and also to what extent this effect varied depending on culture. Lees meer »