Retail design has a considerable effect on influencing consumers’ perception and behaviour in a store. Lighting can play a large role in this. However, research about the influence of light on product perception is very limited. Therefore, this research has studied the influence of several lighting characteristics on different value dimensions of product perception. Besides that, a relation between those value dimensions and the atmosphere created by the light was examined. Product and atmosphere perception For this study, product perception was distinguished into perceived quality, social value, aesthetic value, ease of use and functionalities (see Creusen and Schoormans, 2005). Social value and aesthetic value could be classified as expressive values, whereby self-esteem and expressing yourself are important. Ease of use and functionalities are utilitarian values, which have a focus on cost benefits and functional performance. The perceived atmosphere of a store can be described as lively, cosy, detached and/or tense (Vogels et al., 2008). Lighting characteristics The explored lighting characteristics in this study were light level, colour temperature and accent lighting. The light level or illuminance is the amount of light incident on a surface and is expressed in lux. Colour temperature is a term to indicate different types of white light. When colour temperature is low, the colour impression will be reddish (warm) white and when the colour temperature is high, the colour impression will be bluish (cold) white. Accent lighting is focussed light used to emphasize certain objects or areas. The light levels used in this study were 300 lux and 1000 lux. These were based on light levels recommended for retail areas by IESNA (Illuminating Engineering Society of North America). Furthermore, colour temperatures of 2700K (warm white) and 4000K (cool white) were used. Also the interaction effect of light level and colour temperature was considered. Therefore four different lighting settings with combinations of light level and colour temperature were used. Next to that, a lighting setting with accent lighting was used. This setting had a colour temperature of 2700K and light level of 1000 lux, so it could be compared to the setting with the same colour temperature and light level. Procedure In total 102 subjects, mainly students, have participated in this study. The participants were assigned to one of five lighting conditions and presented with a toaster and an athletic shoe. Every group observed these products under a different combination of lighting characteristics described earlier. The participants were asked to fill in a questionnaire to assess the perception of the products on the different value dimensions. Besides that, they had to describe the atmosphere created by the light by rating a list of atmosphere terms. Results Of the five value dimensions of product perception, ease of use was most influenced. This value was influenced by accent lighting and by colour temperature. In the presence of accent lighting and in the setting with higher colour temperature (4000K = cool) ease of use of the toaster was perceived to be higher. Furthermore, a higher colour temperature increased the perception of quality of the toaster. Light level influenced the perceived functionalities provided by the toaster. In the settings with a lower light level (300 lux) those functionalities were perceived to be better. Moreover, an interaction effect of colour temperature and light level was found. A lower light level in combination with higher colour temperature (300 lux/4000K) and a high light level in combination with lower colour temperature (1000K/2700K) increased the perception of the amount of functions for the shoe and the impression the shoe would make on others. Furthermore, the current study showed that the atmosphere dimension detachment has positive correlations with ease of use of the shoe and functionalities of the toaster, both utilitarian values. Besides that, a negative correlation between the atmosphere dimension liveliness and perceived quality of the toaster was found. Discussion In general, a combination of a colour temperature of 4000K and light level of 300 lux is recommended, since those lighting characteristics have a positive influence on product perception. However, if a higher light level of lower colour temperature is desired, the combination of a colour temperature of 2700K and light level of 1000 lux is advised. This could be the case when it is desirable to draw attention to the product or when a cosy atmosphere is preferred. Accent lighting seems to be especially beneficial for glossy products, since only the toaster was positive affected by accent lighting. To draw a more solid conclusion, more research is needed into this field. Future research could be performed in real shopping environments, could use products with different materials or could examine different interactions of lighting characteristics. Furthermore, a curve similar to the Kruithof curve could be developed to visualize the lighting combinations that are preferred in retail environments. The Kruithof curve visualizes a region of illuminance levels and colour temperatures that are considered as comfortable.