logoAs seen in Virtual Merchandising and Store Design.

A store can boast expensive furnishings, carefully chosen colors and the finest merchandise, but if the lighting’s not right, nothing will look its best.

Retail lighting expert Pete Miller, CBMC Lighting Solutions (Indianapolis), says display lighting is evolving. “LEDs have become so well controlled and offer such good color temperatures, that the lighting of, say, a shelf, is going to surpass the normal accent lighting and ceiling mounted fixtures.”

Miller advises using defined lighting to create wayfinding paths through the store to pull customers from point to point – including the often skipped back-of-store. This is achieved by “lowering [the] overall ambient lighting and placing [the] right light where you want the eye to go,” Miller says. -Gina Ragone.