THE INFLUENCE OF COLOR AESTHETICS AND LIGHTING EFFECTS ON CONSUMER PERCEPTION AND BEHAVIOR
DOI:
https://doi.org/10.5281/zenodo.17994526Keywords:
color aesthetics, lighting effects, consumer perception, visual merchandising, consumer behavior, brand perception, purchase intention.Abstract
Color and light are big components of visual merchandising with an impact on consumers and how they shop and buy. This conference article investigates the psychological and physiological impact of color aesthetics and lighting effects on consumers and how these visual variables mediate attitudes, emotions, and decision-making processes. Based on empirical studies and theoretical background from psychology, marketing, and design, the study also contributes to the strategic role that color and light can have in retail. The results indicate that when the subject is shown in suitable color and lighting conditions, the brand perception, dwell time, and purchase intention can be promoted. The paper also provides productive guidelines for marketers and retailers who wish to use visual aesthetics in order to encourage consumer behavior with ethicality.
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