Grab Customers' Attention with Shop Window Lighting
To help your shops attract more customers, ELS can design your shop lighting using Lighting Imaging Design (LID), considering location, direction and other architectural factors of the site
Retail shop is a place which sells consumer goods or service to customers to earn a profit. So the aim is to get as many people as possible into the shop by attracting their attention on the merchandise we sell. Customers are expected to remain in the place long enough so that shop sales can find a chance to complete the sale. Lighting is a very useful tool to realize this purpose. It helps merchandise look engaging and the interior space of the shop stand out.
The role of retail lighting is not just to make the space looking good. In the fitting room or sales areas, customers will visually evaluate characteristics such as texture, color, and quality and to read labels. It’s connected to the next, very important step – the buying decision. So we have to center the whole necessary resources here. Proper lighting level and its color affect customers’ decision process. That means lighting should be perfect functionally in the area for evaluation. Lighting requirements differ as the functional requirements of the retail space change. Each different area of the retail environment should be illuminated appropriately to fulfill its function; sales area, shelves, show windows, ancillary space, etc., should have different functional lighting.
Now let us take a look into the shop window lighting.
Shop window is the front line of each shop, which acts as a first point of contact or a bridge between merchant and customers. One report from the European lighting industry tells that proper display lighting in illuminance level, color, and uniformity by the characteristics of products has an impact on customers’ decision. It says, in some cases, the sales rose around 10%. Here are some examples of recommended lighting conditions for shop front :
- Dark professional suits for men : brighter, higher uniformity and low contrast lighting
- Casual or sportswear : highly dynamic contrast and accent lighting in 4000K
- Children or women’s wear promoting balanced life style: moderate lighting condition in around 3000K
Let’s take a moment to consider ambient conditions neighboring shop windows on the open streets. Shop windows are located in the interior space but, in the view of lighting environment, we can see it from the outside normally through glass windows. That means lighting conditions change a lot between day and night. In the night time, we can illuminate the display with small amount of energy consumption. If we now use the same lighting condition during the day, we sometimes have the situation that we can hardly see what’s inside the shop window. This is due to reflection occurring on the boundary between bright side (the sunny street) and dark side (the inside of the shop window) when we see the dark in the bright. To get rid of this problem, architects or interior designers normally make shadows in front of the window using pent roof or sun shade. It’s not enough though.
The above 2 different lighting scenarios use our special 3D virtual lighting design technique, called Lighting Imaging Design (LID), to show how we can use lighting design to improve your shop front. In the first scenario in which the day and night illuminance levels are the same, the merchandise does not look engaging in the day time. In the second scenario, the merchandise looks much more attractive with daytime lighting having triple illuminance level compared to the night time. Increased lighting and different color temperature with sun light give the condition that enables the passerby’s attention more focused on the merchandise. We now see a little bit opposite to traditional common sense: more lighting in brighter atmosphere. Technologies like LID help us to think out of the box.
The lighting system of shop window in retail must be prepared to be run under this special environment. So we should put suitable information such as luminaire quantity, electrical ratings, and installation points into the early stage of interior design so that they construct the space properly. Normally, the electrical system for lighting is equipped behind interior finish, making any need for change afterwards not an easy job and costly. LID can help careful planning of lighting in a very visual and practical way.
Now we go into the lighting method for shop window. The general application is the use of accent lighting to help customers examine the shapes, materials, colors, and finish of the products. Track lighting with around 10 to 20 degrees beam angle is suitable choice and it makes contrast at least greater than three times between the merchandise and the surrounding. For dark color or feature products, we should increase the illuminance up to more than 15 times to give customers focused impression. Merchandise is normally located around one to two meters in height from the floor for easy showing and the best is a little lower position than the customers’ eye level. So luminaires should cover the changes in distance to the products.
To give further dramatic effect, we can install lighting fixtures of narrow beam and wide beam angles together in the top-front and side of the shop window. Adding wall-washer lighting of LED linear fixture creates appearances like the stage. With these, controlling luminous level and color can draw customers into the shop. All luminaires should be installed out of sights to prevent possible glare. Behind the window frame, recessed ceiling or wall are some of the best ways.
To help your shops attract more customers, ELS can design your shop lighting using Lighting Imaging Design (LID), considering location, direction, and other architectural factors of the site. You can see the realistic images in various scenarios. It also includes the information of proper lighting units, quantity, illuminance level, and control schedule based on comprehensive considerations. Finally you can install and run our cutting edge lighting system in your shop and display windows as well with good planning and no extra costs or delays due to reworks.
Next time we will study one example details of shop window lighting design.