Effects of color and lighting on retail impression and identity Warakul Tantanatewin, Vorapat Inkarojrit * Department of Architecture, Faculty of Architecture, Chulalongkorn University, 254 Phayathai Rd., Pathumwan, Bangkok, 10330, Thailand article info Article history: Received 12 October 2015 Received in revised form 22 April 2016 Accepted 28 April 2016 Available online 29 April 2016 Keywords: Space impression Identity Color and light Retail lighting Bank branch abstract In retail design, the use of color and light are important design techniques which aim to attract cus- tomers and increase market opportunities. The objectives of this study were to examine the effects of color and lighting on impression and identity of a bank sub-branch in Thailand. In this study, 144 research participants evaluated six computer-generated scenes with different color hues, lighting ar- rangements and correlated color temperatures using a semantic differential scaling method. The results show that different color and lighting conditions significantly affect both the impression of space and perception of retail identity. The results indicate that bank sub-branch space with chromatic conditions, especially space with warm color tone and colored-light, received a higher positive score of impression and identity. To fully understand the effect of color and lighting on space perception and retail identity, this study suggests that other color properties should be examined. © 2016 Elsevier Ltd. All rights reserved. 1. Introduction For the design of a retail environment, many techniques have been used to create a pleasant and unique consumer's experience with the ultimate goal to motivate a customer's buying behavior. The design of interior elements such as lay out, sound, lighting and color can influence on customer's emotion and behavior (Kotler, 1973-1974). Color and light have been appraised as key interior design elements that affect space perception and emotion (Bellizzi, Crowley, & Hasty, 1983; Quartier, Vanrie, & Van Cleempoel, 2014; Wardono, Hibino & Koyama, 2012; Yildirim, Capanoglu, Cagatay, & Hidayeto glu, 2012). For example, the use of color and light was suggested that it can enhance brand awareness, recognition and quality perception (Babin, Hardesty, & Suter, 2003; Bellizzi & Hite, 1992; Brengman & Willems, 2009; Schielke & Leudesdorff, 2015). Lighting affected customers' perception and provides ambience illumination, enhances contrast and makes products interesting and attractive (Areni & Kim,1994; Custers, de Kort, IJsselsteijn, & de Kruiff, 2010). Commercial banking business is one of the fastest growing business sectors in Thailand. Unlike other countries, the sub-branch of Thai commercial banks serves as an important channel to reach their target customers. As of January 2016, there are more than 7000 bank sub-branches scattered all over various parts of Thailand (Bank of Thailand, 2016). In order to increase the market share, most, if not all, banks exercise various marketing strategies to attract new customers and maintain existing customers. As for establishing brand identity, each Thai bank currently selects one main color and uses that main color in its logo, promotional media, as well as interior decoration. From a preliminary survey of bank sub-branch design (see Figs. 1e2), it was found that the main color was used on the walls of automatic teller machines (ATM) and exterior façade. The wall behind the service counter of a sub- branch, the focal point of the interior space, was usually a large surface covered with the bank's main color. For lighting design, it was found that a wide variety of lighting elements were used. While the creation of a unique corporate identity and consumer experience enhancement was believed to be strengthened through the use of color and light in the sub-branch, unfortunately, the actual effect of color and light on space perception and retail identity has not been verified. Therefore, the purpose of the current research is to report on the study that examines effects of color and lighting on retail impression and identity with an emphasis on three design elements including: color usage, lighting arrangement and correlated color temperature of light. * Corresponding author. E-mail addresses: warakul@hotmail.com (W. Tantanatewin), vorapat.i@chula.ac. th (V. Inkarojrit). Contents lists available at ScienceDirect Journal of Environmental Psychology journal homepage: www.elsevier.com/locate/jep http://dx.doi.org/10.1016/j.jenvp.2016.04.015 0272-4944/© 2016 Elsevier Ltd. All rights reserved. Journal of Environmental Psychology 46 (2016) 197e205