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Let there be light! Rules for retail illumination
What has the most significant impact on customer behaviour, product display and the entire shopping process at retail sites? Of course, light!
The right lighting allows you to simply manage the mood and draw attention to specific sections and goods. It is really captivating to stop and buy something in a well-lit place and vice versa – even the most advantageous product can be lost due to poor lighting. This article delves deeper into the forms of lighting, best practices for improving the user experience and attracting customers, and fundamental guidelines for lighting in retail design.
The right lighting allows you to simply manage the mood and draw attention to specific sections and goods. It is really captivating to stop and buy something in a well-lit place and vice versa – even the most advantageous product can be lost due to poor lighting. This article delves deeper into the forms of lighting, best practices for improving the user experience and attracting customers, and fundamental guidelines for lighting in retail design.
How does lighting influence customer behaviour in retail stores
Lighting is more than a functional necessity. Retail lighting uses a variety of light sources to create an environment that highlights specific areas and products and enhances the overall aesthetics of the store. Good lighting design can draw customers in, guide them around the space and ultimately influence their purchasing decisions.
In the Balmessence store, designed by NZR, we highlighted the checkout area with both colour and light
The way customers view and engage with a store is greatly influenced by the psychology of lighting. Warm lighting, for instance, creates a comfortable and inviting ambiance that entices customers to stay in the store longer. Conversely, cool, bright lighting in crowded areas can encourage shoppers to move quickly.
Apple stores, for example, carefully mix natural light and installed lighting to create a fresh, contemporary and inviting atmosphere. This strategy maintains their unique minimalist look while successfully showcasing their products. Similarly, luxury brands such as Louis Vuitton use accent lighting to draw attention to their products by highlighting them and creating a focal point.
Apple stores, for example, carefully mix natural light and installed lighting to create a fresh, contemporary and inviting atmosphere. This strategy maintains their unique minimalist look while successfully showcasing their products. Similarly, luxury brands such as Louis Vuitton use accent lighting to draw attention to their products by highlighting them and creating a focal point.
Layers in retail lightning
- Ambient
- Ambient
Ambient or general lighting's main purpose is to ensure that customers can move around the store comfortably and safely. It is the main layer of light that creates the atmosphere and the main impression of the store.
Bright, warm lighting traditionally creates a cozy and inviting atmosphere, perfect for boutiques and stores seeking a more personal atmosphere. Conversely, bright, cool lighting can give a room an energetic and modern feel, often appropriate for high-traffic retail spaces such as electronics stores. Retailers can use the colour temperature and intensity of ambient lighting to influence how customers feel and behave in the store.
2. Accent
This type of lighting highlights certain areas, products, or displays in a retail space. Its main goal is to draw attention to specific products or sections, guiding shoppers' attention.
Accent lighting accentuates a group of products in an NZR-designed Balmain corner
Accent lighting uses spotlights, tracks and downlights to focus light on merchandise or displays. By directing light to specific areas, retailers can create focal points that attract shoppers' attention. This technique is traditionally used to highlight new arrivals, promotional items or high-margin products.
For example, luxury brands often use accent lighting to highlight premium products to add value and encourage purchases.
For example, luxury brands often use accent lighting to highlight premium products to add value and encourage purchases.
3. Task
Task lighting provides targeted lighting for specific functional areas in a retail environment. It ensures comfort for checkout, fitting or detailed product viewing. This type of lightning is important and necessary where accuracy and visibility are essential, e.g., at checkout counters, fitting rooms, and product displays.
These goals can be achieved with adjustable LED fixtures, under-cabinet or behind-the-mirror lighting and directional spotlights. For example, adjustable LED fixtures at checkout counters can reduce glare on screens and improve visibility, easing staff work.
These goals can be achieved with adjustable LED fixtures, under-cabinet or behind-the-mirror lighting and directional spotlights. For example, adjustable LED fixtures at checkout counters can reduce glare on screens and improve visibility, easing staff work.
How to choose the perfect lightning?
When designing lighting for retail spaces, it is important to consider the unique layout and size of each store. Small boutiques are lit differently than malls. In smaller stores, lighting must focus more on capturing all merchandise but not overwhelm the space. It is important to provide enough general lighting in larger shops while creating separate zones with accent and task light. When choosing a lighting scenario, ceiling height, store layout, and fixture placement are all important.
Case study. Nike
Nike' flagship stores use dynamic lighting that changes throughout the day. Energetic lighting emphasises the brand's athletic character, while integrated LED screens and interactive displays keep shoppers' attention and enhance the user experience.
Lighting scheme for the Nike shop at Dublin's Blanchardstown Centre. Source: internetretailing.net
Lighting is a powerful tool for communicating a brand's personality and values. For example, a high-tech gadget store might use cool, bright lighting to emphasise innovation and cutting-edge technology. In contrast, a vintage clothing store may choose warm, subdued lighting to evoke nostalgia and comfort.
Demographic groups have different lighting preferences. For example, younger shoppers may prefer brighter, more dynamic lighting that enhances product visibility. Older shoppers may prefer softer, glare-free lighting that reduces eye strain and creates a comfortable shopping environment. Keeping it in mind and understanding your target audience will help you design lighting that positively impacts the shopping experience.
Demographic groups have different lighting preferences. For example, younger shoppers may prefer brighter, more dynamic lighting that enhances product visibility. Older shoppers may prefer softer, glare-free lighting that reduces eye strain and creates a comfortable shopping environment. Keeping it in mind and understanding your target audience will help you design lighting that positively impacts the shopping experience.
Case study. Sephora
Lighting is a powerful tool for communicating a brand's personality and values. For example, a high-tech gadget store might use cool, bright lighting to emphasise innovation and cutting-edge technology. In contrast, a vintage clothing store may choose warm, subdued lighting to evoke nostalgia and comfort.
The cosmetics retailer uses bright, consistent lighting to make the colours of makeup look realistic, which is vital for shoppers making purchasing decisions. Spotlights accentuate new collections and the most popular products.
The cosmetics retailer uses bright, consistent lighting to make the colours of makeup look realistic, which is vital for shoppers making purchasing decisions. Spotlights accentuate new collections and the most popular products.
A lighting concept for the Sephora shop in Beverly Hills. Source: la.racked.com
There are several factors to consider when selecting lighting for a retail space:
The retail industry is constantly changing, with different store layouts, seasonal products and promotions. Adaptable lighting systems are needed to keep up with these changes and ensure the store remains attractive and functional.
Track lighting, recessed fixtures with adjustable angles, and lighting control systems with flexible settings can be used to change a store's lighting scheme to meet specific needs without replacing all fixtures.
Want to see the impact of great lighting in action? Visit our project page for inspiring examples.
- Energy efficiency. LED technology uses less power and lasts longer than traditional incandescent lamps. You can also choose from a range of colour temperatures and dimming modes.
- Color Rendering Index (CRI). High CRI (90 and above) ensures that colours appear true to life, which is crucial for accurately displaying merchandise.
- Aesthetic compatibility. Fixtures should complement the overall store design and brand identity.
- Durability. Retail luminaires should be robust and able to withstand the commercial environment.
The retail industry is constantly changing, with different store layouts, seasonal products and promotions. Adaptable lighting systems are needed to keep up with these changes and ensure the store remains attractive and functional.
Track lighting, recessed fixtures with adjustable angles, and lighting control systems with flexible settings can be used to change a store's lighting scheme to meet specific needs without replacing all fixtures.
Want to see the impact of great lighting in action? Visit our project page for inspiring examples.