Doctoral thesis from Darmstadt University of Technology.
Title: Corporate lighting - Methods and techniques of architectural lighting for brand communication.
Author: Thomas Schielke
Presentation: Dissertation defense 4.3.2014.
Online access to complete doctoral thesis:
Contact for correspondence: www.arclighting.de
This work analyses architectural lighting as an element of brand communication. The lighting is comprehended as the message of a sender, which has an impact on the appearance of architecture. In the context of experiments and case studies, the effects of lighting on the appearance will be examined for a neutral space and for interiors and exteriors in the retail and service sectors. Illuminance, luminance distribution, as well as the light spectrum and dynamic serve as independent variables of lighting. A model for the brand personality with the four factors of temperament, competence, attractiveness and naturalness will be drawn upon for the appearance as an independent variable, as well as a sociological model with the two factors of style and price for social milieus. The experiments are carried out in real space and using light simulations. The results provide correlations between the perception of brightness, contrast, colour temperature and colourfulness and the factors for the two models relating to the appearance. In individual cases models exist for predicting the appearance on the basis of the subjective evaluation of light. This work documents significant differences for both models with respect to the appearance due to an alteration of the light physics parameters of luminous intensity distribution and light spectrum. The economic analysis of the experiments did not result in any significant correlations between higher investment or operating costs and a correspondingly higher subjective price impression of the various lighting situations. Case studies on design guidelines for lighting prove the various lighting design and lighting technology strategies, as well as the processes in business practice. The semiotic analysis of case studies considers architectural lighting as symbol, the properties of the appearance as the object and the consumer as the interpretant, and discusses strengths and weaknesses in communication. In this way, the work produces a differentiated connection between architecture, lighting and marketing.