虽说营业额和照明的关系较为间接。然而，若没有照明或是恰当的照明，我们目前看到的货架上陈列的商品的销售会成为一个很大的问题，甚至根本卖不出去。我们通过一个非常简单的例子来了解合适的陈列照明如何影响消费者的购买欲的。
颜色呈现是不被物体吸收的光波长的反射，不同颜色是由光源发出的光谱所决定的，虽然许多光源在一定程度上掩盖了真实色彩的本质。
早上8点前，我们可以看到一些老人在他们所钟爱的超市里疯狂采购的场景，冲向他们喜欢的食物那里进行采购。他们更趋向于购买一些通过感官判断的新鲜食物：通过颜色、触感及气味来判断。但对于新鲜的肉类食品来说，人们只能用眼睛看，不能直接拿起来或是去闻闻其味道。
那些超市的走廊里，主要由荧光灯照亮，这些光源更多发出的是绿色或黄色的波长，很少发出红色或蓝色的波长。假设我们稍微调整一下超市的环境：一块牛肉在荧光灯或金卤灯的照射下会显得不那么红，但若在白炽灯的照射下，会显得特别红。
如果这块牛肉是由于光线的原因看上去并不是那么美味，消费者则不会去买，这样的话这块肉会因晚上变质而贬值。
上次你在买肉之前，这块肉在光线的照射下是怎样的呢？
Saleis mostly perceived as indirectly correlated to lighting. Nevertheless, without lighting and proper lighting, none of the products that one commonly sees nowadays could be purchased. Let’s see with a simple example how proper display lighting affects one’s buying behavior.
Color is a reflection of the wavelengths of light that are not absorbed by materials, and is therefore a relative phenomenon determined by the spectrum emitted by a light source. Many lamp sources, though, distort true colors.
Before 08:00, I have the opportunity to experience how frenzily elderly people behave in their favorite supermarket. These early shoppers rush for their favorite food. They tend to impulsively buy fresh products by combining some of their 5 senses: vision of the colors, touch and smell. But for fresh meat, one can only see without directly touching or smelling.
In the aisles of that supermarket, the majority of the lighting comes from fluorescent light sources that emit mainly green or yellow wavelengths and less red or blue.
Imagine if this shopping environment were slightly altered: a piece of red beef meat which appeared less red under fluorescent or metal halide lamp would look very red under incandescent lighting.
If that piece of beef meat doesn’t look tasty or appealing due to its display lighting, consumers would tend to skip the purchase, and that piece would degrade and be spoilt by the end of the day.
How did you see your beef properly displayed under lighting before buying it last time?
