Do and Don't: Directing the Eye through Lighting

I love it when stores use lighting to create drama and attract the eye. Not only does it say that the products highlighted are special, they also lead the eye to the area the store wishes to promote. What a simple way to influence shopping behavior!

DO: Using different levels of lighting, this shop uses the brightest lights to bring the eye to a feature display.

 

CAN BE IMPROVED: Although the idea of a back lit is good as it attracts the eye to a specific location, it also darkens the very merchandise the shop wishes to promote.

 

 

Do and Don't: The Power of Light

Ever wonder why some stores attract more customers while others have customers passing them by? The not so secret secret? Well-lit spaces! Bright areas attract the eye, hence hard to ignore. Well-lit stores often follow the ABC of lighting- A for the brightest spots which are the focal displays and task lighting including lease lines; B for framing the walls and floor units and C just spillover lighting.

DO: Wow, what a nice and enticing display upfront! I am sure its effective in getting passers-by to come in as well. Did I ever mention that the brightest stores tend to attract the most customers? Lighting the entrance, especially the main focal display is sure to grab attention.

DON'T: Who turned off the lights? Lighting the entrance is crucial not only in getting attention but also in defining the start of the store experience.

Do and Don't: Light Up!

Do you know that the brightest stores catches the most eyes? Ditto with the brightest spots inside a selling space, hence features and focals gets the most light. I am not saying to equally light up the entire floor, as lighting when used properly, can create drama and lead the eye from one point to the next. That is why I often feel bad for stores who are not aware of this. Not only are they losing "eyes" they are also losing sales.

DO: A nice bright clean window display attracts a good amount of attention. The lighting is bright enough to fight the outside glare so merchandise on display is easily seen. Not only does this window display attract attention, I also notice customers walking in looking for a specific piece they saw in this window.

DON'T: When a space is dark, most customers often ignore it. Such a waste of a great opportunity to showcase the shop's merchandise. It was difficult to take a good photo of this window due to the reflection from the main mall corridor. I had to struggle to find an angle that shows the merchandise best. The reflection of brighter things across this window is more dominant than the very products being sold.

Do and Don't: When Backlighting Backfires

DO: Backlighting is a great strategy to attract customer attention and drive them to a specific area. However, additional lighting in front is needed to balance the bright back wall.

DON'T: See what I mean if the front is not lit and only the back is?  While this may marginally work for items such as eyeglasses/sunglasses, other merchandise displays fail when the product face becomes dark especially solid items such as the branding sign seen here.

Do and Don't: In Retail, the Lightbulb IS the Detail

When stores are encouraging interaction between shoppers and their products; such as this store providing an electrical outlet for customers to test their display lamps, the least they can do is provide the lightbulb.

Do and Don't: Show me the Light!

DO: Darkened areas can make a store look dramatic. In this case, eyes are drawn to feature highlights such as the focal display right at the centre and makes the power wall products visually pronounced. DON'T: A darkened area just because the lighting is inadequate or out of order is hardly the way to sell prestige cosmetics---Especially when customers are invited to test the products and see how it looks against their skin.

Do and Don't: Is It Me or Is It Dark In Here?!

DO: Lighting each shelf over and above general store lighting is a great way to make products more visible. DON'T: While there seems enough ambient lighting, shadows and dark areas abound especially on lower shelving displays. This causes a visibility issue and thus makes the products harder to sell.

Do and Don't: Who Turned Off the Lights?!

DO: When majority of the merchandise is small in size, adequate lighting allow customers a good view of the items being sold. This also makes the store more inviting and sets a positive tone for shopping. DON'T: Customers have a hard time reading product labels and packaging inside this toy and games store.

Do and Don't: Lighting Premium Clothing

DO: Lighting a clothing store not only requires general lighting but also ones that can focus on specific feature items to create drama and interest. DON'T: The lighting in the store below devalues the premium clothing merchandised. This type of lighting is often used for popular price point goods not unlike those seen in grocery or warehouse type stores.

Do and Don't: Lighting Wall Fixtures

DO: Lighting this disply unit from the front allows customers a good view of the merchandise. DONT: Lighting for this unit can be effective when it is layered with other lighting sources. This display made the sides brighter but the midsection dark.

Do and Don't: Lighting- How unromantic!

DO: Ensure that in-store lighting is well mainted from selling spaces to task areas such as the cash desk. Brightest spots are usually found right by the lease line, task areas and focal displays. DON'T Ignore busted light bulbs. While it may seem harmless leaving a burnt out lightbulb, remember, a selling area becomes dim and less attractive to customers. This equates to lost sales!

Do and Don't: Lighting

DO: Keeping some areas dark in a window display draws the eye to the bright spot--or wherever the retailer intends to draw attention upon. In this case, to sell a specific lifestyle. DON'T: Keeping the store dark is just bad for business.

Do and Don't: Lighting Window Displays

DO: Good lighting attracts attention and highlights merchandise. DON'T: Who forgot to turn the lights on? Even then, do I really want to look at this window?!

Retail Do and Don't: Lighting

DO: A combination of general and track lighting allows for a brighter store with accents on wall and floor unit displays. DON'T: Inadequate lighting fails to properly illuminate merchandise displays. This makes for an uninviting shopping environment.

Retail Do and Don't: In-store Lighting

DO: Tracklighting allows for highlighting of merchandise both on the wall or floor unit.DON'T: Potlights are good at providing general illumination but fail to highlight specific merchandise.