Validity of simulations for lighting and brand image evaluation

Abstract

This study examines if simulations can be used as a valid method for lighting and brand image evaluation. Simulations could reduce cost and time compared to mock-ups in real size. Two different presentation techniques are compared to a real-size mock-up of the same situation: computer monitor and video projector. The results reveal a consistency for the lighting characteristics of brightness and contrast but not for correlated colour temperature and chromaticity. The six brand image factors of price, style, temperament, competence, attractiveness and naturalness are also consistent, with the exception of naturalness for the video projector setting. Therefore, lighting simulations could be used in the design process and for research when analysing brightness, contrast and brand image factors.