What effect does lighting have on the presentation of goods?
Light creates authenticity
An authentic store design is one of the most important elements of visual marketing. When it comes to purchasing decisions, the emotional accessibility of customers usually plays a major role. A thrilling designed sales area attracts the attention of the customer and at the same time provides him with certain buying suggestions. A crucial area of store design: the right light. A well thought-out lighting concept not only attracts customers to a store, but also ensures that they stay there a little longer. But why exactly is light so important for the presentation of goods? Humans perceive 80 percent of their environment through their eyes. Similar to the baker’s seductive bread roll or subtle background music, light deliberately emphasizes visual appeal. Light directs the customer’s gaze, generates emotions and, at best, encourages the purchase.
Light is staging
Most customers unconsciously make purchasing decisions. The right light directs unconscious decisions in the desired direction. How it works? Target group-specific lighting solutions can influence the emotional states of potential customers: the consideration of individual customer needs at the point of sale usually has a positive effect on the buying behavior of customers. The choice of light color, light distribution and density determines which products immediately strike the customer’s eye. By shortening the illumination distances, certain objects can be presented in more detail and put into focus. For a product presentation that is as unadulterated as possible, an interplay between diffused and directed light is suitable, whereby diffused light ensures a clear line for highly reflective objects. Illuminated edge zones, surfaces or shelf rear walls guide the view, create orientation and thus enable a better perception of the room depth. However, the perception of the customer is not only of great importance when it comes to conveying brand values: Emotional lighting design through façade and shop window displays supports the external impact of a brand and ensures that the target group can identify with a product right as they pass by.
Light ensures efficiency
In retail, the cost of lighting is up to 60 percent of total energy costs. A forward-looking planning of lighting and shop design is therefore the prerequisite for a permanently functioning concept. The solution: Efficient and sustainable lighting systems that make short-term changes to the decoration possible even without costly conversion. To increase efficiency, fluorescent lamps are replaced by linear LED solutions. In addition, vertical instead of horizontal light densities should be used. In order to minimize further costs, the energy consumption can be considerably reduced by a light management system and the provision of secondary areas with presence detectors. Taking into account the natural incidence of light and the use of mirrors can also help to reduce energy costs in the long term. For those who are currently unsure which lighting is the right solution: the use of high-quality LED luminaires not only guarantees increased efficiency and lower overall costs, but also ensures better light quality – and thus offers the opportunity of being consciously staged differentiate the products from other brands.
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