Your retail lighting can do more than illuminate your store. It can also help create a more pleasant store environment while also marketing your products. As our understanding of consumer psychology grows, we are realizing just how important and effective accent lighting for retail stores can be. By taking advantage of this lighting technique, your stores will leave a better impression on customers and have an edge over your competitors.
How to Effectively Use Accent Lighting
Accent lighting is lighting that targets or highlight a specific part of your store. This is often an important section or product. Your general lighting on the other hand distributes light evenly and doesn’t call attention to any specific area.
There are a couple ways to create accent lighting for retail stores. One strategy is to use different levels of brightness for your lights so some areas are brighter than others. Customers’ eyes will naturally be drawn to the brighter areas. You can also use colored or decorative lights that stand out from your general lighting to grab attention.
Accent Lighting Draws Attention to What Matters Most
Think about the products and sections in your store. Are there some parts that you want your customers to focus on more than others? Absolutely. That’s why a classic store planning strategy is to keep important products around eye level as then they will attract more attention.
Accent lighting does the same job. By using your retail lighting to focus more on these important parts of your stores, clients will naturally focus on the items you intended. This is a subtle way to draw attention that will help your sales and bottom line without seeming too obvious.
Accent Lighting for Retail Stores Creates a Better Atmosphere
Accent lighting not only effectively markets your key products. It also creates a better mood and atmosphere for your stores. Researchers have conducted a number of studies where they had subjects rate their mood under different lighting conditions. They found that consumers responded most favorably to conditions that used a variety of different shades and colors of light, basically an effective accent lighting pattern.
When you use accent lighting in your store design, customers will find the mood more attractive. They’ll browse your stores for longer and will be more likely to return in the future. This simple lighting strategy is a great marketing technique.
Most Important for Smaller Stores
While accent lighting can be an effective strategy for nearly any business, it is most useful for smaller, high-end boutiques. These stores are small and have very attentive staff to help customers look around. These stores are also more likely to have products that they want to sell more than others. General lighting is less important because customers don’t need to find products on their own.
Larger stores with less staff need solid general lighting. Since customers will need to find most products by themselves, it’s important that there’s enough clear light. Accent lighting could make sense but the primary goal should be clear visibility from the general lighting.
As you figure out your retail store lighting plan, make sure to consider these ideas on accent lighting. It’s an underutilized technique that can really make your business stand out.
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