The design department at Advanced Cabinet Systems is currently in
the process of creating a totally new—and awesome (in my unbiased
opinion)—look for one of our biggest clients. We are extremely excited about
the direction it is headed and can't wait to see the first store installed!
As we wrap up the design process, I thought it would only be fitting to put
together a mini-series on the ins and outs of successful retail design.
This week, I will begin with lighting. Unfortunately, this is
often one of the most overlooked and under-budgeted aspects of retail design,
but let’s face it people, it is so important. Let me reiterate, lighting can
make or break your design. A well thought out lighting plan needs to be at the
forefront of your design process, not tacked on the backend and thrown together
simply to serve the purpose of providing light for a room.
While every space will present a unique set of lighting challenges,
there are 3 basic aspects that should be worked into your lighting plan.
1. Ambient
Lighting
2. Task
Lighting
3. Accent
Lighting
Ambient lighting, also known as general lighting, provides the
overall illumination for the space. The level of these lights should be bright
enough to allow customers to walk safely through the store, but at a
comfortable level to avoid creating a glare.
Task lighting is used to make intricate tasks, such as reading
price tags or ringing up a customer’s purchase, easier for both employees and
shoppers. Adequate task lighting should allow these activities to be completed
quickly, while minimizing mistakes.
Accent lighting draws attention to special product displays and
promotions, helping to communicate the store image. A good rule of thumb when
planning for accent lighting is that the product you are showcasing will
typically require a minimum of five times the amount of lighting to adequately
set it apart from its surroundings. Higher ratios are used for feature displays
or to add sparkle to jewelry and crystal, these can range anywhere from
15:1-30:1. Also keep in mind that accent lighting requires a lot of
flexibility, making track lighting a perfect choice when the time comes to
choose your lighting fixtures.
If you are wanting to take your lighting plan to the next level
and add even more depth and personality than the above categories can
accomplish, consider adding the following lighting fixtures to your space...
1. Perimeter
Lighting
2. Decorative
Lighting
Perimeter lighting draws shoppers away from the main aisle and
into the areas where merchandise is located. It improves visibility around the
edges of the store, while adding to the overall comfort and ambiance of the
location, both of which directly correlate with a customer’s desire to shop
longer. Perimeter lighting can be achieved by recessing fixtures in a ceiling
cove or positioning light sources close to the wall.
Decorative lighting adds a home-like quality and comfort to a
retail space, helping to put customers at ease while also encouraging them to
stay longer. This type of lighting can go far in communicating the store
brand’s image to the customer by adding a unique style to the space. Lighting
fixtures that fit into this category include pendants, sconces, chandeliers,
lighted signage/graphics, and table and floor lamps.
As I mentioned earlier, each store presents its own unique set of lighting challenges but knowing what general category your store falls into will help you better access the lighting requirements of the space.
Category A: Large stores with high ceilings. This can include warehouses, discount merchants, and supermarkets. These types of spaces require a bright, uniform distribution of light that allows for easy navigation of the space.
Category B: Large open spaces, including department stores, specialty shops, life style shops, and higher end discount merchants. These stores offer more specialized, yet still competitively priced, products compared to Category A, and it is within these locations that you will begin seeing different layers of light that give the impression of a higher end shopping experience.
Category C: Smaller, upscale specialty shops, fine jewelry, and designer boutiques. These retailers require a unique presentation of their lighting in order to draw customers in and through their store. These locations often feature lower levels of light that provide the shopper with a more personal, home-like atmosphere.
Okay, now that we have covered the basics of lighting design, let’s take a look at a few tips and mistakes to avoid when lighting your retail environment.
Layer lighting where it counts.
If you are not working with a huge lighting budget, make sure you are getting the biggest bang for your buck by creating an attractively lit environment in areas that feature your money making items. A good example of this concept at work is in Macy’s department stores. Their designer labels, specifically in the women’s department, as well as their makeup and accessory areas feature beautiful lighting schemes that are multi-layered and very effective at creating a high end feel. Their children and teen areas are then lit with adequate ambient lighting and may feature the occasional accent lighting. While this may not create the most attractive environment throughout these departments, Macy’s has identified its best selling products and chosen to focus the majority of resources to those areas.
Make sure spotlights shine on the product and not in the customer’s eyes.
During a recent trip to the mall (let’s call it a research trip), I noticed multiple offenders of this mistake. It is a simple yet effective fix in your lighting design that will only add to the comfort of your customers.
Be careful not to over (or under) light your store.
While walking through the mall it was very obvious which stores were lacking in the lighting design department. The ones that were over lit somehow seemed to scream “cheap merchandise inside”, while those that were under lit felt a little too depressing. While I know that there are several shops that use bright or dim lighting schemes to appeal to a particular customer base, what I’m really trying to get across here is that it is obvious when a retailer has their branding in mind, or when poor lighting is a result of a lack of planning.
The color temperature of your lights is important.
Define what your brand hopes to communicate to the customer and then choose your lights accordingly. Are you trying to create a cozy, comfortable atmosphere? Warm light sources mixed with low levels of ambient light and high intensity accent lights are what you need. Does your store sell a wide selection of primarily low price goods? If so, stick with cool light temperatures as they communicate to the customer that they are getting a bargain. Along with color temperature, it is important that your lights are high enough on the Color Rendering Index for customers not only to be able to see a product’s fine details, but to clearly identify it from a distance.
While any lighting designer would tell you there is a great deal more that goes into creating a successful lighting plan, the above elements should give you a good start to creating a beautifully lit retail environment.
How much attention do you pay to a store’s lighting? Does it affect your desire to shop at certain retailers?
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