Your choice in lighting will have an effect on your store’s mood, engagement levels, and overall success. It is important to remember that your lighting has both psychological and physical effects on your customers. Proper lighting can elevate your store’s atmosphere, while poor lighting can cause eye strain and annoyance.
Now is the time to create a memorable experience for your customers.
1. How long do you want customers in your store?
The type of lighting you use in your store impacts how long people will stay. If your store is a stop-and-go business, consider using bright lighting. Many grocery stores use bright lighting to promote ongoing traffic. While this type of lighting can cause high levels of engagement, it isn’t the best option if you want customers to carefully browse your products. Consider using warmer tones to slow down the pacing of your store.
2. What segments of your store do you want to highlight?
Does your store have a new promotion? Do you want to highlight a specific product line? Lighting determines what your customers are attracted to. Using accent lighting will help guide the focus of your customers. Accent lighting highlights certain segments of your store while task lighting gives extra light to areas that need it. Strategically using these two types of lighting in your store can promote certain products, determine where your customers spend time, and increase overall sales.
3. What feelings do you want to evoke in your customers?
Lighting shapes our emotions and determines our experiences. Certain types of bright light can improve our mood and increase energy levels. Grocery stores implement bright light to increase visibility and traffic. Warmer tones, on the other hand, can make us feel relaxed and at ease. Salons and restaurants utilize warmer tones to create a personalized experience and a sense of intimacy. Remember; emotions are a determining factor in our buying choices.
4. How can you differentiate your store through lighting?
The setting of your store determines the experience your customers will have. Custom lighting personalizes your relationships with customers. For instance, hanging string lights during Christmas can create feelings of nostalgia. Decorative lighting can also help you enhance creativity in the workplace. If you stick with the same lighting scheme year-round, your customers and team members can lose interest. Hang up unique lighting in your store to keep people engaged throughout the year.
Lighting is a key component of setting because it affects our emotions, attracts us to new places, and determines what we buy. The correct lighting will enhance your brand and give your store depth.
“Lighting is the first element of design; without it there is no color, form, or texture.” -Thomas E. Farin