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: 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 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?!

Do and Don't: Lighting Displays

DO: Light displays properly. Spot on the brand, flood on the body forms. DON'T: Ignore the main display. Direct eye to the bust form by adjusting light to focus on it.

Do and Don't: Window Displays

DO: Create a window display showing an abundance of related merchandise.DON'T: A near empty window that is not only dark but also uninviting fails to attract attention.

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.