ALIŞVERİŞ MEKANLARINDA AYDINLATMANIN ÜRÜN RENK ALGISI VE KULLANICI MEMNUNİYETİ ÜZERİNE ETKİLERİ

Alışveriş mekani aydınlatma uygulamalarında ışık kaynağının renk özellikleri, kullanıcı memnuniyetini etkileyen en önemli faktörlerin başında gelmektedir. Düşük renksel geriverim değerine sahip bir aydınlatma tasarımı ve uygun olmayan bir renk sıcaklığı, ürünün renk algısında farklılık yaratarak müşterilerin satın alma kararını etkileyebilir veya ürünün iade edilmesi ile sonuçlanan memnuniyetsizliğe neden olabilir. Bu çalışmada, aydınlatmanın ürün renk algısı üzerindeki etkisi ve bu duruma bağlı müşteri memnuniyeti/ memnuniyetsizliğinin değerlendirilmesi amaçlanmıştır. Bu amaç doğrultusunda, İzmir, Türkiye’de bulunan zincir bir perakence mağazasında seçilen ürünlerin renkleri mağazanın üç farklı kilit alanında incelenmiş ve gün ışığındaki renkleri ile karşılaştırılmıştır. Ayrıca, sergilenen ürünün renk algısındaki farklılıklar ile kullanıcı memnuniyeti arasındaki ilişkiyi tartışmak için müşterilere bir anket uygulanmıştır. Toplanan veriler, müşterilerin mağaza içerisindeyken renk farklılıklarını fark etmeseler de, satın aldıktan sonra böyle bir deneyim yaşamaları durumunda ürünün iade edilmesiyle sonuçlanabileceğini göstermektedir. Çalışmanın sonucunda, kullanıcıların ürünü tasarımcının amaçladığı renge olabildiğince yakın algılamasını sağlamak için perakende mağaza tasarımcıları ve aydınlatma mühendislerinin işbirliği yapması önerilmiştir

Anahtar Kelimeler:

Alışveriş mekanı aydınlatması, Renksel geri verim, Renk sıcaklığı, Renk algısı, Kullanıcı memnuniyeti.

EFFECTS OF RETAIL LIGHTING ON PRODUCT COLOR PERCEPTION AND USER SATISFACTION

Light source color properties in retail applications are among the most important factors affecting the user satisfaction in shopping places. A lighting design with a low color rendering value and an unsuitable color temperature can create a difference in the color perception of the product which may affect customers purchase decision or cause dissatisfaction resulting in the return of the product. In this study, it is aimed to evaluate the effects of lighting on product color perception and customer’s feedback on the color difference. In order to fulfill this aim, the color differences of the chosen products are examined in three different key areas of a chain clothing store in Izmir, Turkey and compared with the color under daylight. Moreover, the user feedback is taken via a questionnaire to discuss the relationship between color display and user satisfaction/dissatisfaction. The collected data shows that although people do not realize the color differences inside the store, if they experience it after their purchase it may result in the return of the product. As a result of the study, it is suggested that retail store designers and lighting engineers should collaborate to ensure that the consumer perceives what the product designer intended as accurately as possible.

Keywords:

Retail lighting, Color rendering index, Color temperature, Color perception, User satisfaction.,

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