This research aims to explore how AI-supported accent lighting can contribute to reshaping the visual experience within commercial spaces by analyzing the impact of selected lighting variables on directing expected visual attention and enhancing product perception within display environments. The study adopted a descriptive-applied methodology based on a case study of a digitally designed interior commercial space. A series of lighting scenarios were generated using generative artificial intelligence tools while controlling specific variables, including beam angle, Color Rendering Index (CRI), contrast ratio between display areas and background, and color temperature.

The resulting scenes were analyzed using a visual assessment form based on indicators derived from sensory marketing literature and eye-tracking research, such as product visibility, spatial depth perception, distribution of visual attraction points, and the expected fixation time on display areas. The simulation results indicate that the use of accent lighting with narrow beam angles ranging between 10° and 15°, a high Color Rendering Index (CRI ≥ 95), and a carefully designed lighting contrast between display zones and the background contributes to enhancing product prominence and organizing the visual hierarchy within the commercial space. The findings also suggest that integrating artificial intelligence into the early stages of lighting design provides an effective environment for testing multiple low-cost design alternatives before actual implementation.

The research concludes that accent lighting, when designed as an integrated perceptual-behavioral system, can serve as a promising tool for supporting sensory experience design within commercial environments. The study further emphasizes the need for future research employing eye-tracking technologies and experimental measurements to validate the behavioral patterns indicated by the simulation results.

Keywords: Accent Lighting, Visual Behavior, Sensory Marketing, Commercial Spaces, Generative Artificial Intelligence.

Title

مجلة الفن و التصميم

Publisher

مجلة الفن و التصميم

Publisher Country

Egypt

Publication Type

Both (Printed and Online)

Volume

4

Year

2026

Pages

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