How to set a light shopping path for the customer?

Light plays a big role in our lives. With its help, scriptwriters influence human emotions and the way we perceive the show. This knowledge can be translated into the design of a store space. Modern technologies, such as neon lights, special lighting effects and other uses of artificial lighting allow you to “control” the customer experience.

Properly lit shop space is 40% of success. According to the market research conducted by J. Niewiadomska in the book “Trade”, it is the lighting that has as much as 40% of the impact on the perception of the store interior. Other factors are: graphic elements, colors of the floor, ceiling and walls.

Types of lighting in a stationary store.

1. Main light

Directed downwards, evenly illuminating the shop space. It is a type of lighting that is on during the store’s opening hours. You should remember to choose the right intensity and maintain energy efficiency at the same time. The choice of lighting depends on the type of trade. The most important role of the headlamp is to ensure good visibility. With its help, you can also “pull” customers deeper into the store. Take a look at  interesting solution in the Ari Running store in Bangkok.

Photo: retaildesignblog.net

2. Accent light

Directs the customer’s attention to the points designated by the Visual Merchandiser. It provides an effective presentation of goods, gives style, creates a mood and also sets the customer’s path. Accent lighting brings products to the first field of vision of visitors to the store space. It is important to establish strategic locations in the store and then install accent lights in those places.

Photo: retaildesignblog.net

3. Decorative light

This is lighting that allows us to add character to the interior of the store. It is with it that we create the atmosphere and build a specific “scenery”. There is a lot of freedom in choosing the lighting accents. Such light is, for example, mounted LEDs in shop furniture, neon logos, industrial lamps or other elements.

Photo:  theillest.pl

Controlling traffic in the store with lights.

Properly used lighting can control the movement of customers. By creating a shopping path around the store, customers will feel free to move around. Well-lit corridors are the basis when creating this path. What else should you remember?

1. Do not use blinding light – too strong.
2. Customers avoid “dark” places, so it is worth ensuring optimal, even lighting throughout the entire store area.
3. Human attention is drawn to the brightness, so it’s good to place lighting effects on the back wall of the store. These can be colorful neon lights, backlights, glowing logos or other decorative lighting.
4. Light can accentuate an important place in a store or a product. This trick can be easily used in dark spaces.
5. To draw the customer’s attention to small products, they are often placed on shop furniture with LED strips built into the shelf.

Nowadays, the range of technological possibilities is almost unlimited. We have retro neon lights, industrial light bulbs, colored fluorescent lamps, lightboxes and all solutions using LED technology at our disposal. We can use all of this for marketing purposes. However, it should be remembered that the layout of the store space also influences a coherent brand image.