Studies conducted by the Royal Institute of Technology and the Hamburg University of Applied Sciences reveal that it takes more than bright lighting to create an excellent customer-service experience. Both studies targeted customer comfort, and the university study attempted to find the type of lighting that allowed consumers to best engage with merchandise. It turns out, contrast is as important as brightness, so your interior lighting designs should offer both light and dark spots.
Ambient and Accent Lighting Complement Each Other
Researchers offered some tips for creating customer-centric interior lighting displays. Avoid whole-store brightness, which is not very effective and is also expensive to maintain. Experts recommend creating moderate levels of ambient light throughout the store and using brighter lights to highlight important areas or products. Retailers that traditionally use this tactic include jewelry shops and furniture stores. Lighting balance is extremely important, because both forms of light offer different benefits. According to the studies, when ambient and accent light is combined in a concentrated area, customers report the best impressions of products.
LED Lighting is a Growing Trend in Retail Lighting Design
LED lights are versatile, allowing lighting companies to provide elegant and functional designs in a range of shapes and sizes. Because the lights emit less heat, they can be easily integrated into walls, shelves, or display-cases without worrying about damage to products or structures. LED lighting is also one of the most cost-effective long-term solutions; if you can afford the initial expense of outfitting your store with LEDs, you could pay for the upgrade over time with savings on electricity bills.
Vary the Types of Lighting Fixtures Used in Your Store
To create a balanced approach to lighting, you shouldn’t simply cram a bunch of lamps into ceiling-mounted fixtures. Here are a few types of lighting to consider for your space.
- Elegant or whimsical table lamps provide subdued ambient lighting that is perfect for the homey or private atmosphere cultivated by small boutiques.
- Directional lighting mounted in the wall or ceiling can be used to highlight displays. The ability to point lighting in multiple directions allows you to change displays as needed.
- Valence lighting along the perimeter of a store adds ambient light without interfering with displays. It’s also a good way to create a feeling of elegance and privacy in a restaurant or hotel lobby.
- Display-case lighting allows customers to view small products like jewelry. Display lighting should be brighter than surrounding light to focus attention on the product.
- Colored lighting can alter the mood of spaces as customers move through the store; different lighting hues can also focus attention on certain areas.
- Natural light can position certain products for best viewing. Don’t forget to incorporate windows into your interior lighting designs.
With hundreds of products to choose from, it can be difficult to select the right lighting for your store. Work with a professional lighting company to create an overall design that is right for the size, shape, and use of your space. A good lighting design creates a positive customer experience and can increase your revenue.
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