2103 Design for Visual Expectation with Illumination : A Case Study on Food Appearance

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  • 2103 照明による視覚的期待の設計 : 食品の視覚的おいしさを事例とした検討

Abstract

A customer's satisfaction of a product depends on prior expectation as well as post experience of the product. Environmental factors such as lighting conditions potentially control the visual expectations of product goodness. Empirical techniques of lighting design have been applied to increase the visual expectation of a product (e.g., red lighting visually produces meat freshness). Although scientific studies on the partial dependence of visual expectation on lighting conditions have been done in various research fields, a cognitive structure of the relationship remains unexplained. In this paper, we propose a hypothetical model related to the effects of lighting conditions on a customer's visual expectation. We applied the model to illustrate a causal structural relationship between lighting conditions and visual expectation of a food product. For the food product application, we hypothesized that memory color and certain visual qualities such as freshness and worm-cold sensation affected the visual expectation. We successfully constructed the causal structure of the relationship between lighting parameters and a visual expectation "looks appetizing."

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