To recap, the type of lighting selected and its color has the ability to influence close to 90% of the buying decisions that arise at your point of purchase. It certainly affects the appearance of your merchandise, it influences the mood of shoppers. It helps create different types of perceptions, all beneficial, of course, and an environment in which your customers will feel at ease or why not, at home.
- The Retail Lighting Objectives post is part #2 of #8 of our in-depth The Retail Lighting Guide
But what are the exact purposes and objectives that quality lighting serves and fulfills?
- Must create an impressive visual impact and a pleasant visual experience.
- Must attract, reel in and make customers want to spend more time in your store.
- Has to promote a sense of well-being.
- Has to create a comfortable space for employees and customers.
- Has to be efficient and cost-effective.
- Has to be easy to maintain.
- Has to enhance the colors, shapes and textures of merchandise.
- Must reflect brand image and price range.
What makes a pleasant and unpleasant visual experience?
Consider uniform and non-uniform distribution of light, brightness and dim levels of illuminations and, of course, overhead and peripheral lighting(generally wall lighting). A pleasant experience is created with a combination of overhead and wall lighting, non-uniform levels of brightness and how they impact and focus on products.
An unpleasant visual experience consists of exclusively all ceiling lighting, uniform distribution of brightness, over-illumination, dim lights that make it difficult to see products, glares, accenting everything but highlighting nothing and a static light design.
For more knowledge on the wonderful element of light, we invite you to continue further along the path and read the next articles in our series.