Nowadays, industrial lighting is no longer just a question of lumens and lux. Forward-thinking companies are discovering the potential of lighting as a powerful neuromarketing tool that can influence brand perception, improve customer experience and even optimise production processes.

The science of light and the brain

Neuromarketing uses neuroscience to understand how the human brain reacts to sensory stimuli. Light, in particular, has a profound impact on our emotions, mood and decision-making processes. Research in the field of neuromarketing has shown how different aspects of lighting directly influence our physiology and psychology. In particular:

  • The temperature of the light: warm light promotes relaxation and creativity, while cold light increases concentration and attention;
  • The intensity of light: adequate lighting reduces visual fatigue and improves productivity, while poor or excessive lighting can cause stress and discomfort;
  • The dynamics of light: varying the intensity and colour of light can create different atmospheres and influence the perception of space and time.

Practical applications in industry

How can companies exploit these discoveries? Here are some ideas:

  1. Showrooms and exhibition spaces: well-designed lighting can enhance products, create a welcoming atmosphere and guide customers’ attention to key points.
  2. Production areas: dynamic lighting that simulates natural light can improve employee well-being, reduce errors and increase productivity.
  3. Offices and meeting rooms: the use of variable-temperature lighting can promote concentration during attention-demanding activities and stimulate creativity during strategy creation sessions.
  4. Corporate tour routes: specially designed lighting can turn a simple visit into a memorable experience, reinforcing the brand image and leaving a positive impression on visitors.

The future of industrial lighting

LED technology and intelligent control systems offer endless possibilities to customise lighting and adapt it to the specific needs of each environment and activity. Companies that are able to grasp the potential of lighting neuromarketing will have a significant competitive advantage. In an increasingly competitive world, lighting is no longer a mere technical detail, but a real strategic tool for business success.

Sources: iris.enea.it, insidemarketing.it