Limbic® Lighting study
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The survey examined the emotional and economic effects of the target group-specific lighting design concept called Limbic® Lighting developed by Zumtobel.
Based on results from the Limbic® Lighting fundamental survey (2013), a lighting solution designed specifically for the target group was developed for the Gerry Weber fashion company. Emotional responses to the new lighting concept were then tested in a Gerry Weber retail outlet using scientifically-based, implicit and explicit methods.
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Gerry Weber
Based on results from the Limbic® Lighting fundamental survey (2013), a lighting solution designed specifically for the target group was developed for the Gerry Weber fashion company. Emotional responses to the new lighting concept were then tested in a Gerry Weber retail outlet using scientifically-based, implicit and explicit methods.
The PDF includes both the “Limbic® Lighting – Target group-specific lighting of shop & retail spaces” laboratory study and the Gerry Weber “Limbic® Lighting – Higher sales volume thanks to target group-specific lighting solution” field study.
Limbic® Lighting
Light impacts on people‘s mood and emotions - both in positive and negative ways. However, the question of which lighting parameters, in a retail context, possess the greatest effect, and which lighting scenarios have a positive impact on people‘s emotional perception, had not been investigated so far. The Limbic® Lighting study shows clear differences with respect to lighting preferences. Target groups respond in different ways to even the smallest changes hardly noticeable with the naked eye. Accordingly, adjusting the lighting scenarios to target group-specific needs is explicitly recommended.-
Limbic® Lighting Study
A laboratory study carried out by Zumtobel in cooperation with Gruppe Nymphenburg, succeeded to record people‘s emotional responses to various lighting scenarios in a shop. In the process, the lighting preferences of seven groups of customers were analysed using a neuropsychological target group model.
The findings of this study have lead to the development of retail lighting concepts that provide perfect presentation of goods and increase the customers‘ sense of wellbeing.-
Study design
Limbic® Emotional Assessment (LEA) is based on the methods of neuroscience and psychophysiology. The latter discipline deals with the connections between emotional processes in the brain and the concomitant physical reactions. The scientifically tested LEA method uses 5 parameters, from brain waves via skin conductance through to cardiovascular (heart) activity, in order to measure even the smallest of physical responses.
Based on realistic 3D visualisations of a fashion store, 20 different lighting scenarios were tested in total. The changes concerned six lighting parameters (light colour, light quantity, light distribution, beam pattern, contrasts in brightness and light colour).
The subjects were selected according to different target groups, the so-called Limbic® Types. The Limbic® Types focus on the complex emotional personality structures of consumers.
Sociodemographic details such as age, sex and income are negligible in this context. It is assumed that the different personalities are primarily due to heterogeneous characteristics of the emotional and motivational systems in the brain.According to the Limbic® model, there are basically three major emotional systems: The balance, the stimulance and the dominance system.
From which seven limbic types can be derived:- Disciplinarians
- Traditionalists
- Harmonisers
- Open-minded
- Hedonists
- Adventurers
- Performers
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Gruppe Nymphenburg
Gruppe Nymphenburg is one of the internationally leading experts in neuromarketing, and has supported leading international brands and retail companies in the areas of brand positioning through to POS implementation for over 40 years. Their consultancy is based on their unique knowledge about consumer behaviour. Additionally, Gruppe Nymphenburg has been a pioneer and mastermind in the field of psychological POS and shopper research for many years.
The Science of Limbic Lighting with the Gruppe Nymphenburg
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Zumtobel Limbic® Lighting
In the area of retail and presentation, the effectiveness of light is closely related to the buying motives of the customers addressed. Different target groups will respond differently to various lighting scenes. Based on the study, Zumtobel was able to identify three focuses with fundamental differences in lighting design and clearly different appearances.
Zumtobel Limbic® Lighting
Balance Stimulance Dominance Light for people looking for harmony and relaxation (Harmonisers, Traditionalists, and Open-minded) Light for unconventional people
(Hedonists, Adventurers)Light for critical people
(Performers, Disciplinarians)
The largest target group consisted of quiet, harmony loving individuals, showing particularly positive responses to moderate accent lighting. Those looking for fun, variety or adventure like to be inspired by contrast scenarios with low horizontal general lighting levels. This sceptical target group is easily unsatisfied and will turn away from a situation that does not meet their expectations. They prefer balanced light distribution with a high proportion of diffuse light and uniformly illuminated peripheral areas. They are also responsive to discreetly mood-enhancing lighting effects.
Regional competence on the World Wide Web: with its individual country portals, Zumtobel presents itself as a premium brand providing customer-oriented services on the Web, too – also in geographical terms.
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… that the unique nature of humans, architecture and activities call for different lighting scenes over time?
» Learn more about the natural interaction of humans and light!