The Right Lighting

When it comes to lighting in a retail space, it is often overlooked. Much of the focus by retailers goes into things such as inventory, employees, budgets, displays; it really is a seemingly endless list. Lighting matters, though; and it matters much more than you might think. Lighting is Atmosphere Lighting is atmosphere and atmosphere matters when it comes to retail. Atmosphere sets the mood for the customer experience. Think of it this way: why are horror movies so often dark, or shot with a filter? It's because they want to portray the right atmosphere. That horror movie just wouldn't be the same if it took place outside in the bright sunshine. The same goes for weddings; no bride wants to get married or throw a reception under the harsh buzz of florescent lights. Instead, many brides opt for the soft, warm glow of candlelight whenever possible. Lighting conveys atmosphere, no matter if you are shooting a horror flick or walking down the aisle. Lighting Hides Flaws Maybe your store is in an older space, or perhaps some of your displays could you use some updating. The proper lighting can help by emphasizing products and drawing the customer's eye away from any imperfections. A darker space already conveys an exclusivity. Using track lights attached to the ceiling helps certain merchandise displays to pop at customers. This technique has worked for many retailers in the past. Think of stores from Hollister to Spencer's gifts. It is important that your lighting choices are on-brand. There is a reason jewelry stores are the best lit stores in the mall. They want customers to see and desire every piece offered in their display cases. Lighting is Choices Until recently, light bulbs came in only a few choices, based on wattage/brightness, shape and size. Now when you go into the light bulb section of a big box hardware store, the options seem limitless. You have a plethora of options from LED to CFL, Eco-Incandescent to Edison bulbs, and that is not even mentioning the color variations including: cool white, daylight, bright white, daylight deluxe, and the curious sounding, reveal. The point is, there are a lot of lighting options from which to choose and every light will give your customers a different feel when it comes to your brand. Many stores offer a light box, which lets you slide your hand under the different bulbs to see the difference in appearance. Try doing this and imagining your store bathed in a different light. Remember, different lighting conveys different feelings. If the light is too bright and cool, people often complain of a clinical or sterile feel. If the wattage is too low and your store is to dark, it can be intimidating for customs to enter. While chandeliers and spotlights typically grab the attention of the customers, it is the rest of the lighting in your space which can better communicate an overall sense of brand. Ask yourself what part of your store you want to stand out and what, if any, areas you would like to deflect attention. At the end of the day, you need to ask yourself, "What do I want my customers to feel when they shop here?" Answering this question can go a long way towards determining what type of lighting or what lighting combinations are right for you.