I would like to talk a little about the issue of lighting in retail. And why do I say the “issue” and not the “topic”? Because, there were too many times I couldn’t bare the shopping experience purely because of the lighting levels on the shop floor. I have been annoyed by this in the shops so many times and even more when thinking, that most self respecting retailers are consciously turning a blind eye, or even worse – are just unaware of what they are doing.
Prop Styling by Sarah Parker
When you think: visual merchandising is your marketing of the products, tidy and clean displays is a must and your basics, but a correct lighting is important on so many levels, that I would say it could be compared to the oxygen. Yes, it could be complicated to start with and crack all the technicalities, but you could be saving some products’ shelf – lives if you are lighting them correctly.
“Lighting has a direct influence on our mood, with 80 per cent of the sensory information the brain receives coming from our eyes. Lighting highlights architectural elements, product qualities and creates virtual spaces – impacting how we feel, what we think of a product, and ultimately the choice of whether to purchase or not.” – lighting designer Mihaly Bartha.
I will not start going on this few minute text about all the techniques available to use and make a great sales figures by just avoiding shadow plays or a simple glare. First of all, it needs a clear understanding of the importance from the retailer and a bunch of skilful and dedicated people on the shop floor to achieve striking results just by turning the lights in the correct directions, placing them at the right distances and choosing the correct bulbs to improve customer shopping experience. Ohh… now it’s off my chest I can breathe better.
Just a thought: what can I see on this great grey wall?
Display at the J.Crew Men’s Shop
And what a freaky lightning effect they have achieved here!