NEUROMARKETING AS A TOOL FOR THE ANALYSIS OF VISUAL COMFORT OF ARTIFICIAL LIGHTING IN PUBLIC SPACES

Currently, most large cities in developed economies are developing and implementing master plans for night lighting. A comparative analysis of 14 master plans unequivocally indicates that the visual comfort of night lighting of open public spaces is one of the most important functions of the organization of the urban environment. However, it should be noted that the understanding of visual comfort in all analyzed works has a very subjective nature and is based on the personal experience and aesthetic preferences of architects. The author has developed a new approach to the analysis of the visual comfort of night lighting. This approach is based on presenting the perception of the visible environment as a step-by-step process of visual perception of the environment by a person. There are three stages of perception in total, namely: psychophysiological level (stage) of perception, emotional-aesthetic and visual-artistic. This article examines the prospects of using the neuromarketing paradigm as a tool for assessing the emotional (emotional-aesthetic level of perception) reactions of recipients to the night lighting of open public spaces.
Based on the above, it became possible to determine the emotional and aesthetic limits of the visual comfort of the architectural environment, which in the study are reduced to three main functions of visual comfort: Compensatory (protective) - helps a person in the process of perceiving the aesthetics of the environment to restore internal emotional harmony; Integrating (that unites) - creates a feeling of harmony, integrity and involvement in the environment in human perception; Hedonistic - forms satisfaction from the aesthetic qualities of the architectural environment. Each of the listed functions of comfortable perception of artificial lighting of open public spaces is evaluated according to two groups of characteristics: color and brightness of light.
Measurement of physiological and neural signals helps in the creation of creative design, development of emotionally attractive lighting projects, detection of depressive zones and in other areas of architectural activity. Brain scans that measure its neural activity and tracking physiological responses (eg eye saccades, pressure changes, breathing rate, etc.) are the most common measurement methods. Neuromarketing tools can become the basis for identifying quantitative parameters of emotional reactions of target population groups to the visual qualities of lighting in public spaces.
Keywords: visual comfort, function of visual comfort, neuromarketing, architecture, emotional and aesthetic level of perception.