Ryuuki Shi & NandanRJ

RETAIL LIGHTING

Introduction

Aspects of Retail Lighting

RETAIL LIGHTING

The Quality and quantity of illumination is important because of

The impression it creates about the merchandise

The effect it has on the retail area’s appearance

FACTORS TO CONSIDER

Energy Efficiency

Cost

Kind of Need

Detailed factors lamp life system efficiency,lumen maintenancecolour rendering and appearancedaylight integration and control light distributionpoints of interestSystem flexibility.

Design Factors

Goals of Retail Lighting

attract and

guide customers

help them

evaluate the

productsassist them in quickly

and easily

completing the sale.

It must enable customers to read signageThe lighting within a store must facilitate customer transactions. Customers must be able to evaluate merchandise Customers must be able to read price tags and labels.

Good lighting will help minimize returns since customers can fully evaluate merchandise in the store, less likely to be disappointed with their purchases later.

The quantity & quality of the illumination will create a lasting impression and will help customers decide whether they want to return to the store in the future.

General/Ambient Lighting•Task Lighting

The 4 Primary Types of Lighting in Retail

Accent LightingDecorative Lighting

a. b.c.

d.

General/Ambient lighting is the main light source for a store. These lights should ensure that the store is not gloomy and that customers feel comfortable and have enough general light to make their way around.

Chandeliers, ceiling or wall-mounted fixtures, recessed or track lights and with lanterns

Ambient Lighting

Task Lighting It is a more focused lighting, used to better illuminate areas in your store where more light is needed to perform certain tasks.

Store entrance, Checkout area, Dressing Rooms, Customer service desk

Used to highlight specific areas, displays, and decor in your store, in order to make products pop and add a sense of importance.

Accent lighting adds drama to a room by creating visual interest. 

Accent Lighting

Adds sophistication and beauty to a store.

Decorative lighting would include things such as chandeliers, intricate wall fixtures, and custom designed fixtures.

Decorative Lighting

Where is Accent Lighting Used?

•Near the front of the store to highlight new products/seasonal item displays. •Any area to add emphasis to a piece of art or decor. • In shelving/display nooks to highlight each specific product. •Above window displays - adds visual emphasis and draws in people. •Lighting actually in displays/cases (bars, rope lighting, etc). In some cases, displays will already have pre-installed lighting.

Lighting Principles*

Lighting setups that use high contrast elevates levels of attention in shoppers. By emphasizing specialized/featured areas of the store where premium product is located, you make the job of navigating your retail space easier for your customer.

#1. High Contrast Application

*Source: “Attention equivalent – a study concerning the effectiveness of specific lighting parameters on the perception and preference of customers in a shop” by Zumtobel

Pinpoint accent lighting that stands out positively from the surrounding homogeneous ambient lighting.

While having areas of focused/pinpoint lighting is important for drawing attention, general diffused/ambient lighting makes orientation easier for shoppers to get a general feel of the store and its space.

*Rule of thumb: General merchandise lighting should be about 3 times brighter than aisle lighting.

# 2. General Lighting Application

Lighting Principles

Use vertical lighting to delimit the periphery of a space, while detailed accent lighting must be used to improve the perception and attractiveness of the goods displayed.

*Central Maine Power website

Lighting Principles

Eye-tracking studies carried out at Douglas and SPAR proved that the lower levels of shelves in particular go relatively unnoticed. Targeted accent lighting or dynamic lighting in the lower third of shelves results in customers lingering longer and may possibly boost sales.

# 3. Out of Sight, Out of Mind Application

Shelf-integrated lighting is recommended at all levels.

Colours convey emotions and influence the acceptability of a space. Cool CTs such as cool white make areas appear more spacious whereas warm CTs create an impression of smallness and familiarity. Intermediate white light extends the amount of time customers spend in a shop and improves their sense of well-being.

# 4. Colors & Influences Application

Lighting Principles

1. Use intermediate white for general lighting.

2. To create a sense of safety, use warm white light colours. <Women’s section etc.,.>

Lighting Principles

   The study also found that there were differences in perceptions on what lighting conveyed based on their gender/age/other demographic. An example of this is that men preferred a lighting scheme that gave a broad overview of the space while women preferred detailed lighting designs.

# 5. Differences in Perception Based on Groups:

Application

Adapt the direction of light, light colour and lighting intensity dynamically over the course of the day to make sure it is appropriate to the target group’s behaviour.

Lighting Principles

Shop windows are often the customer’s first point of contact with a shop. Accent lighting, in addition to daylight is preferred here. In the evening and when there is little daylight, even low illuminance levels are sufficient to attract the curiosity of passers-by with wide-area, subtly changing ambient lighting.

# 6. Windows and Storefronts

Application

SHOP WINDOWS AND ACCENTS

By creating contrasts with lighting, depth is created.

Create different levels of attention between different products.

Using track lighting or spot lights to create contrasts and designate focal points, especially at display windows.

*Rule of thumb: Make these pin-pointed, spot-lit areas three times brighter than the surrounding ambient light.

*Museum Store Association

Lighting Principles

Lighting Principles

The way that light is directed onto shelves is also crucial: wide-area backlighting of shelves produces a more attractive effect than accent lighting only.

# 7. Shelf Lighting Application

A combination of backlighting and accent lighting makes identification of merchandise easier and makes the presented goods look more attractive.

Are LEDs a good idea for Retail Outlets?

Why LEDs are a Viable Option

1: Saving Energy- high energy efficiency2. Long-Term Design-  long-lasting3: Lacking in Negative Effects on Retail Products-  LED lights do not bleach out materials and can be adjusted to provide a variety of natural light shades without the downsides.4: Targeted Colorsyellow-white shades that can mimic natural light red, blue, and green5: More Directional Lighting- pinpricks to large floodlights www.retaillightinganddesign.com

Views are of 8*12 m room with a ceiling height of 3.5m.

Plain

PROs: Good CRI, CCTs, watt/metre, energy-efficient, uniform, functional lightingAverage horizontal illuminance 400 lx

Luminaires 600 x 600 LED panels

Cons Doesn’t excite the shopper, hence not many may linger

Source: Luxreview.com Alan Tulla

Luminaires Spotlights in a recessed track plus twin downlights

Dramatic Average horizontal illuminance 360 lx

PROs: The narrow angle spot lighters can be aimed at the products . More dramatic, catches attention CONs: Higher electrical load, watch the aim

Source: Luxreview.com Alan Tulla

Luminaires Opal panels plus narrow spotlights

Average horizontal illuminance 385 lx

More balanced but not many people many prefer panels to downlighters.

A good mix of background and spot lighting. Still have to aim properly.

Balanced

Source: Luxreview.com Alan Tulla