现代简约风格家具专卖店灯光设计研究
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摘要
当今家具产品设计的概念已经不仅仅指产品本身形态和功能的设计，设计理念还包含在产品从开发到生产再到销售的各个周期中。其中，产品销售过程中的展示环节是消费者与产品直接接触的一大环节，对消费者的反馈和购买决策起到了至关重要的作用。家具专卖店作为这样一个展示的载体，在产品设计和销售中扮演了重要的角色。它一方面为产品的展卖提供了空间，另一方面也为消费者了解产品提供了环境。如何在专卖店中营造出既符合家具产品本身风格定位和产品特色又能够吸引消费者，为消费者提供积极情绪的环境氛围，是一项值得探索课题。灯光，作为专卖店中必不可少的设计元素之一，不仅能够为消费者的观看以及产品的展示提供条件，更能够无形的营造空间氛围，影响消费者观感。
本文从专卖店中的灯光设计入手，综合论述了了商业环境中灯光设计的理论，在参照了国内外商业照明、市场营销、营销心理学、以及灯光氛围与情感等多领域的研究成果基础上，总结分析了灯光设计在家具专卖店领域可借鉴的方法。并从中提取出与家具专卖店灯光设计有关的照明要素。
以简约风格的客厅家具为例，通过对南京市场中32家专卖店中的照明要素的现状进行实地调研，从“人-物-环境”系统的角度分别从消费者的视觉效果因素、家具产品因素空间环境因素三个方面探究了他们与照明设计之间相互影响的关系，分析出当今家具专卖店中灯光设计的现状和存在的主要问题。
针对调研中总结的普遍案例，本研究在实验室环境中模拟专卖店中客厅场景，以此来探究前景照明和背景照明对氛围感知的影响。受测者对不同灯光设置的场景氛围进行感知，并采用氛围语义量表对各场景的氛围感知进行打分，最后利用SPSS统计软件对主观评价实验的数据进行相关性、差异性以及多维量表分析，并最终获得以下几方面的结论：
首先实验中涉及到的六组场景在“活泼的-沉闷的”、“私密的-公共的”、“温馨的-冷漠的”、“正式的-非正式的”这些氛围的感知具有显著差异性。其中前景照明的亮度对比主要影响了空间的“温馨-冷漠感”；前景照明一致的情况下，背景照明的亮度高低主要影响了空间的“活泼-沉闷感”、“私密的-公共感”、“正式的-非正式感”，而色温的高低则影响了“温馨-冷漠感”等。
最后本文针对这些结果进行总结探讨，并对调研以及研究中才能在的问题和不足进行展望。
The Furniture Design is not only the matter of the product itself, but also of the wholeprocess from idea to the sale. The furniture store both provides a space for the furniture to displayin and offers a chance for the consumers to access to the product to understand them well. Insome cases, the atmosphere of the store is more influential than the product itself in the purchasedecision. Therefore, to discover the methods of creating effective lighting environment in thefurniture store is necessary.
In this thesis, the conception of lighting design of the commercial environment is arousedfrom the perspective of the furniture store lighting design. After having studied many researchfrom lighting design on commercial environment, marketing, psychology of marketing,atmosphere perception and emotions, etc., the worthwhile methods of lighting design in thefurniture store is summarized, and the lighting attributes that related to the furniture store ischosen.
In the64cases of32different furniture stores contained living room furniture which in themodern simple style, the chosen lighting attributes was investigated from the whole perspectiveof―human-product-environment‖and the interactions among the lighting design and factors likethe consumer’s visual effect, furniture, space were explored respectively, finally the present stateof the lighting design in the furniture store was concluded from the research.
In the light of the research results, this study simulated the scenes of living room of the realstore to explore the effect of the foreground lighting and background lighting on the atmosphereperception. In this study,20participants were asked to judge the different scenes with differentlighting settings by atmosphere perception words which had to be scored on a seven-point scale.By using the SPSS software, the study analyzed the correlation and differences between lightingattributes and atmosphere perceptions. Conclusions are figured out as follows:
First of all, the6scenes have significant differences on the perception words―active-dull‖,―private-public‖,―warm-cold‖,―formal-informal‖; the brightness contrast of the foregroundlighting mainly affect the perception of―warm-cold‖; the brightness of the background lightingmainly affect the perception of―active-dull‖,―private-public‖,―formal-informal‖, while the colortemperature mainly affect the perception of―warm-cold‖on the same foreground lightingcondition.
In the end, after summarizing and discussing the results of the experiment, the problems andthe deficiencies of the research and experiment are also stated and analyzed.
本文从专卖店中的灯光设计入手，综合论述了了商业环境中灯光设计的理论，在参照了国内外商业照明、市场营销、营销心理学、以及灯光氛围与情感等多领域的研究成果基础上，总结分析了灯光设计在家具专卖店领域可借鉴的方法。并从中提取出与家具专卖店灯光设计有关的照明要素。
以简约风格的客厅家具为例，通过对南京市场中32家专卖店中的照明要素的现状进行实地调研，从“人-物-环境”系统的角度分别从消费者的视觉效果因素、家具产品因素空间环境因素三个方面探究了他们与照明设计之间相互影响的关系，分析出当今家具专卖店中灯光设计的现状和存在的主要问题。
针对调研中总结的普遍案例，本研究在实验室环境中模拟专卖店中客厅场景，以此来探究前景照明和背景照明对氛围感知的影响。受测者对不同灯光设置的场景氛围进行感知，并采用氛围语义量表对各场景的氛围感知进行打分，最后利用SPSS统计软件对主观评价实验的数据进行相关性、差异性以及多维量表分析，并最终获得以下几方面的结论：
首先实验中涉及到的六组场景在“活泼的-沉闷的”、“私密的-公共的”、“温馨的-冷漠的”、“正式的-非正式的”这些氛围的感知具有显著差异性。其中前景照明的亮度对比主要影响了空间的“温馨-冷漠感”；前景照明一致的情况下，背景照明的亮度高低主要影响了空间的“活泼-沉闷感”、“私密的-公共感”、“正式的-非正式感”，而色温的高低则影响了“温馨-冷漠感”等。
最后本文针对这些结果进行总结探讨，并对调研以及研究中才能在的问题和不足进行展望。
The Furniture Design is not only the matter of the product itself, but also of the wholeprocess from idea to the sale. The furniture store both provides a space for the furniture to displayin and offers a chance for the consumers to access to the product to understand them well. Insome cases, the atmosphere of the store is more influential than the product itself in the purchasedecision. Therefore, to discover the methods of creating effective lighting environment in thefurniture store is necessary.
In this thesis, the conception of lighting design of the commercial environment is arousedfrom the perspective of the furniture store lighting design. After having studied many researchfrom lighting design on commercial environment, marketing, psychology of marketing,atmosphere perception and emotions, etc., the worthwhile methods of lighting design in thefurniture store is summarized, and the lighting attributes that related to the furniture store ischosen.
In the64cases of32different furniture stores contained living room furniture which in themodern simple style, the chosen lighting attributes was investigated from the whole perspectiveof―human-product-environment‖and the interactions among the lighting design and factors likethe consumer’s visual effect, furniture, space were explored respectively, finally the present stateof the lighting design in the furniture store was concluded from the research.
In the light of the research results, this study simulated the scenes of living room of the realstore to explore the effect of the foreground lighting and background lighting on the atmosphereperception. In this study,20participants were asked to judge the different scenes with differentlighting settings by atmosphere perception words which had to be scored on a seven-point scale.By using the SPSS software, the study analyzed the correlation and differences between lightingattributes and atmosphere perceptions. Conclusions are figured out as follows:
First of all, the6scenes have significant differences on the perception words―active-dull‖,―private-public‖,―warm-cold‖,―formal-informal‖; the brightness contrast of the foregroundlighting mainly affect the perception of―warm-cold‖; the brightness of the background lightingmainly affect the perception of―active-dull‖,―private-public‖,―formal-informal‖, while the colortemperature mainly affect the perception of―warm-cold‖on the same foreground lightingcondition.
In the end, after summarizing and discussing the results of the experiment, the problems andthe deficiencies of the research and experiment are also stated and analyzed.
引文
[1]胡金奎.家具专卖店设计理念研究.[D].西安：西北农林科技大学，2005
[2]杨公侠.视觉与视觉环境[M].上海：同济大学出版社，2002:2,19-22,47，105-107,
[3]沈竹陈，飞虎.照明设计之父里查德·凯利[J].光源与照明，2006.6
[4]德尔·I·霍金斯，罗格·J·贝斯特著，肯尼恩·A·科尼，符国群译.消费者行为学[M].北京：机械工业出版社.2003
[5] Taylor, L.H.&Sucov, E.W.(1974). The movement of people toward lights. Journal of the IlluminatingEngineering Society,3:237-241.
[6] LaGiusa, F.F.&Perney, L.R.(1974). Further studies on the effects of brightness variations on attentionspan in a learning environment. Journal of the Illuminating Engineering Society,3:249-252.
[7] Areni, C.S.&Kim, D.(1994). The influence of in-store lighting on consumers’ examination ofmerchandise in a wine store. International Journal of Research in Marketing,11:117-125.
[8] Summers, T.A.&Hebert, P.R.(2001). Shedding some light on store atmospherics: Influence ofillumination on consumer behavior. Journal of Business Research,54(2):145-150.
[9] Hull, R.B.&Harvey, A.(1989). Explaining the emotion people experience in suburban parks.Environment and Behavior,21(3):322-345.
[10] Milliman, R.E.(1982). Using background music to affect the behavior of supermarket shoppers. Journalof Marketing,46:86-91.
[11] Spangenberg, E.R., Crowley, A.E.&Henderson, P.W.(1996). Improving the store environment: Doolfactory cues affect evaluations and behaviors, Journal of Retailing,60:67-80.
[12] Machleit, K.A., Kellaris, J.J.&Eroglu, S.A.(1994). Human versus spatial dimensions of crowdingperceptions in retail environments: A note on their measurement and effects on shopper satisfaction. MarketingLetters,5:183-194.
[13] L. W. Turley，Ronald E. Milliman (2000) Atmospheric Effects on Shopping Behavior: A Review of theExperimental Evidence:Journal of Business Research,49:193–211
[14] Cuttle, C.&Brandston, H.(1995). Evaluation of retail lighting. Journal of the Illuminating EngineeringSociety,24(2):33-49.
[15]胡金奎.板式民用家具专卖店科学光环境的营造[J].家具与室内装饰，2005（3）
[16]邱艳飞.基于构成学理论的家具专卖店展示设计研究[D].沈阳：东北林业大学，2010
[17] The IESNA LIGHTING HANDBOOK, Ninth Edition,2007.7
[18] Kotler, P.(1973). Atmosphere as a marketing tool. Journal of Retailing,49:48-64.
[19] Smith, P. and Curnow, R.(1966), Arousal Hypothesis and the Effects of Music on Purchasing Behaviour,Journal of Applied Psychology,50(6):255-286
[20]陆燕，姚梦明.商店照明[M].上海：复旦大学出版社，2004
[21]金海，俞丽华.光源色温和显色性对室内光环境的影响[J].照明工程学报，2000（9）
[22]唐蕾，钱桦.室内视觉环境的舒适性研究[J].室内设计，2005.(4)
[23] Lazarus,R.S.(1991). Emotion and adaptation. New York:Oxford University Press
[24] Scherer, K. R.(2005). What are emotions And how can they be measured Social Science Information surles Sciences Socials,44(4):695-729.
[25] Watson, D., Clark, L.A.&Tellegen, A.(1988). Development and validation of brief measures of positiveand negative affect: The PANAS scales. Journal of Personality and Social Psychology,54:1063-1070.
[26] Mehrabian, A.&Russell, J.A.(1974). An approach to environmental psychology. Cambridge MA: MITPress.
[27] Vogels, I. M. L. C.(2008). Atmosphere metrics. In J. H. Westerink, M. Ouwerkerk, T. J. Overbeek, W. F.Pasveer&B. F. de Ruyter (Eds.), Probing experience: From assessment of user emotions and behaviour todevelopment of products:25-41.
[28](日)照明学会，李农，杨燕译.照明手册[M].北京：科学出版社，2005:255，261
[29](日)中岛龙兴、近田玲子、面出薰，许东亮译.照明设计入门[M].北京：中国建筑工业出版社，2005
[30]张璐.景观照明中色光偏好定量化初步研究[D].天津：天津大学，2005
[31]肖俊宏.景观照明中色光偏好定量化方法研究[D].天津：天津大学，2008
[32]刘晓希.室外商业展示照明的色光偏好情感定量化研究[D].天津：天津大学，2010
[33]杨公侠.《相关色温与照度》[J].《同济大学学报》，1992（9.）
[34] van Erp, T. A. M.(2008). The effects of lighting characteristics on atmosphere perception. UnpublishedMaster thesis for the Master’s degree program Human Technology Interaction, department of EindhovenUniversity of Technology.
[35]张瑞.住宅起居室人工照明光环境质量评价系统的研究[D].重庆：重庆大学，2010
[36]申黎明.人体工程学：人-家具-室内[M].北京：中国林业出版社，2010:25
[37] Kruithof, Arie Andries (1941). Tubular Luminescence Lamps for General Illumination. Philips TechnicalReview,6(3):65–96.
[38]刘炜,王晓静,薛大金等.北京市住宅室内照明光环境调查与分析[J].灯与照明,2008,32（3）:17-20.
[2]杨公侠.视觉与视觉环境[M].上海：同济大学出版社，2002:2,19-22,47，105-107,
[3]沈竹陈，飞虎.照明设计之父里查德·凯利[J].光源与照明，2006.6
[4]德尔·I·霍金斯，罗格·J·贝斯特著，肯尼恩·A·科尼，符国群译.消费者行为学[M].北京：机械工业出版社.2003
[5] Taylor, L.H.&Sucov, E.W.(1974). The movement of people toward lights. Journal of the IlluminatingEngineering Society,3:237-241.
[6] LaGiusa, F.F.&Perney, L.R.(1974). Further studies on the effects of brightness variations on attentionspan in a learning environment. Journal of the Illuminating Engineering Society,3:249-252.
[7] Areni, C.S.&Kim, D.(1994). The influence of in-store lighting on consumers’ examination ofmerchandise in a wine store. International Journal of Research in Marketing,11:117-125.
[8] Summers, T.A.&Hebert, P.R.(2001). Shedding some light on store atmospherics: Influence ofillumination on consumer behavior. Journal of Business Research,54(2):145-150.
[9] Hull, R.B.&Harvey, A.(1989). Explaining the emotion people experience in suburban parks.Environment and Behavior,21(3):322-345.
[10] Milliman, R.E.(1982). Using background music to affect the behavior of supermarket shoppers. Journalof Marketing,46:86-91.
[11] Spangenberg, E.R., Crowley, A.E.&Henderson, P.W.(1996). Improving the store environment: Doolfactory cues affect evaluations and behaviors, Journal of Retailing,60:67-80.
[12] Machleit, K.A., Kellaris, J.J.&Eroglu, S.A.(1994). Human versus spatial dimensions of crowdingperceptions in retail environments: A note on their measurement and effects on shopper satisfaction. MarketingLetters,5:183-194.
[13] L. W. Turley，Ronald E. Milliman (2000) Atmospheric Effects on Shopping Behavior: A Review of theExperimental Evidence:Journal of Business Research,49:193–211
[14] Cuttle, C.&Brandston, H.(1995). Evaluation of retail lighting. Journal of the Illuminating EngineeringSociety,24(2):33-49.
[15]胡金奎.板式民用家具专卖店科学光环境的营造[J].家具与室内装饰，2005（3）
[16]邱艳飞.基于构成学理论的家具专卖店展示设计研究[D].沈阳：东北林业大学，2010
[17] The IESNA LIGHTING HANDBOOK, Ninth Edition,2007.7
[18] Kotler, P.(1973). Atmosphere as a marketing tool. Journal of Retailing,49:48-64.
[19] Smith, P. and Curnow, R.(1966), Arousal Hypothesis and the Effects of Music on Purchasing Behaviour,Journal of Applied Psychology,50(6):255-286
[20]陆燕，姚梦明.商店照明[M].上海：复旦大学出版社，2004
[21]金海，俞丽华.光源色温和显色性对室内光环境的影响[J].照明工程学报，2000（9）
[22]唐蕾，钱桦.室内视觉环境的舒适性研究[J].室内设计，2005.(4)
[23] Lazarus,R.S.(1991). Emotion and adaptation. New York:Oxford University Press
[24] Scherer, K. R.(2005). What are emotions And how can they be measured Social Science Information surles Sciences Socials,44(4):695-729.
[25] Watson, D., Clark, L.A.&Tellegen, A.(1988). Development and validation of brief measures of positiveand negative affect: The PANAS scales. Journal of Personality and Social Psychology,54:1063-1070.
[26] Mehrabian, A.&Russell, J.A.(1974). An approach to environmental psychology. Cambridge MA: MITPress.
[27] Vogels, I. M. L. C.(2008). Atmosphere metrics. In J. H. Westerink, M. Ouwerkerk, T. J. Overbeek, W. F.Pasveer&B. F. de Ruyter (Eds.), Probing experience: From assessment of user emotions and behaviour todevelopment of products:25-41.
[28](日)照明学会，李农，杨燕译.照明手册[M].北京：科学出版社，2005:255，261
[29](日)中岛龙兴、近田玲子、面出薰，许东亮译.照明设计入门[M].北京：中国建筑工业出版社，2005
[30]张璐.景观照明中色光偏好定量化初步研究[D].天津：天津大学，2005
[31]肖俊宏.景观照明中色光偏好定量化方法研究[D].天津：天津大学，2008
[32]刘晓希.室外商业展示照明的色光偏好情感定量化研究[D].天津：天津大学，2010
[33]杨公侠.《相关色温与照度》[J].《同济大学学报》，1992（9.）
[34] van Erp, T. A. M.(2008). The effects of lighting characteristics on atmosphere perception. UnpublishedMaster thesis for the Master’s degree program Human Technology Interaction, department of EindhovenUniversity of Technology.
[35]张瑞.住宅起居室人工照明光环境质量评价系统的研究[D].重庆：重庆大学，2010
[36]申黎明.人体工程学：人-家具-室内[M].北京：中国林业出版社，2010:25
[37] Kruithof, Arie Andries (1941). Tubular Luminescence Lamps for General Illumination. Philips TechnicalReview,6(3):65–96.
[38]刘炜,王晓静,薛大金等.北京市住宅室内照明光环境调查与分析[J].灯与照明,2008,32（3）:17-20.