Retail lighting can be looked at as being funct ional as well as aesthetic or decorative. Functional in that the employees of the retail store need to see what they are working on and that the customers coming in can see where it is they are going clearly. It should be aesthetic in that the customers need to be attracted by the lights so that they can have an interest in knowing what is available in the retail store. Here are a few ways in which lighting should be applied in retail stores.
Lighting to Attract
As stated earlier, lighting can either attract or deter customers from coming into any retail store. Once the customers are in, the light can direct them to various parts of the store as well as control the traffic flow of customers to certain areas. All this will help the retail store owners keep the customers focused on the products and areas on display.
To achieve this, the first layer of lighting which is ambient lighting is used. Recessed lighting works best here as not only does it provide ample light for the whole store, but also gives the store a polished look.
Lighting to Highlight Merchandise
Here the merchandise is highlighted so as to draw the eyes of the customers onto the specific merchandises in store. Accent lighting works best here, as the focus of the light is only on the merchandise. You will thus see, in some retail stores, merchandise isles for items such as shoes, clothes, or cosmetics being well lit, with many customers being able to see clearly the details of the merchandise. This type of retail lighting is also employed in other merchandise such as jewels.
Lighting to Create Atmosphere and Brand Image
Lighting has a way of influencing your psychology, and some retail stores have realized this and are now using the light layering basics to their advantage. Savvy retailers will thus employ different degrees of light to create an atmosphere that is conducive to their customers, who will in turn be made comfortable and not mind spending more time in the store. Thus, warm light sources are used to create a comfortable atmosphere, which prompts the customers to stay longer, spending more money in the long run. Some stores will yet apply retail lighting that use cooler light sources and still have clients who prefer the atmosphere presented by that.
Lighting for Task Management
Here tasks such as trying out an item at the dressing room, and keying in the sale details at the reception need to be lighted. The dressing room area is especially sensitive as here is where the decision of either going with the item or not are made. Task lighting will thus be very efficient in these two areas.
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