VERTICAL LIGHTING

Is a component of lighting design that is virtually important to architecture. Its primary

purpose is to make spatial proportions and spatial limits visible.

The vertical measurement is known as the vertical illuminance and is the amount of light that
lands on a vertical surface, such as a wall.
HORIZONTAL LIGHTING
Is frequently the result of purely functional, utilitarian quantitative approach to design. The
spatial experience is often secondary to the immediate visual task.

The horizontal measurement is known as the horizontal illuminance and is the amount of light
that lands on a horizontal surface, such as a tabletops.
  Accent, directly and visually elevates merchandise, usually through spotlights.
 Ambient, base level lighting that usually illuminates circulation zones and merchandise
and provides safe and functional illuminace levels
 Decorative, Illuminates display cases, wall lights, floor lamps, chandeliers no matter the
form, it has one main role: to create a feature that draws the eye into the space. This
layer can also represent the brand and give it character.
 Audiovisual, light illuminated from video screens. Lighting and digital media are
becoming one and the same so audio visual lighting, where relevant, should be
combine into the lighting scheme.
 Signage, the eye is always drawn to the brightest point in a space, for successful
navigation considered illumination of signage is important, whether it’s integrated or
onto it.

To create a bright and airy space light the vertical surfaces instead of the horizontal surfaces.
Illuminating the verticals will draw the eye define boundaries and decompress the space. This
can be achieved by using spotlights, down lights or cove lights.
Focus lights properly, it’s the merchandise that needs to be illuminated properly. This is an
easy win for retailers, yet is often overlooked.
Create visual permeability by accentuating brightness at the foreground, mid ground and
background. This creates a sense of rhythm that will draw consumers in and through the
space. The eyes are always drawn to the brightest part of the space and if that’s the front of the
store the eye will not be drawn further inside.
Quantity and quality of light are very different things. It’s not about the amount of light but
quality of light. Consumers don’t want to get home after purchasing a product to find that the
colours are different to that in the store. The colour rendering of a light source measures its
ability to accurately reproduce the colour of an object known as the colour rendering index
(CRI) and this is why light sources with a high CRI should be used because thy provide the
most flattering and true light.
Light sources also differ in colour temperature. Measured in degrees Kelvin (K). The colour
temperature indicates how visually cool/ warm a light source is. The lower the number the
warmer the light and the higher the number the cooler the light 6500K is a cold light similar
to daylight. Most fashion retail stores tend to be around 3000K, whereas cosmetic retail cab be
around 400K.
Two light sources might look the same but perform very differently, With this in mind avoid
mixing different types of LED’s because difference in light colour/ quality will be easy to see
and result in a busy looking light scheme.
LED’s are a formidable tool in retail because they can also be used as an advanced marketing
and sales tool. State of the art luminaires can communicate through smartphones, tracking
consumer movements and subtly increasing light levels to focus on products
 Fitting rooms are where a high percentage of purchasing decisions are made. Consumers want
to look and feel good so the lighting should be flattering but also honest. To achieve y=tis,
balance surrounding ambient light levels like vertical illumination along mirrors, wall lights or
coffer lighting with a few carefully positioned to reduce shadows down lights.
Designing for social media is becoming more and more relevant in retail lighting. Getting the
perfect shot requires the right lighting i.e shadow7 flicker free, a level of rightness so that high
definition cameras can easily pick up what’s being photographed
Lighting should not be a main feature. Lighting fixtures should not be a distraction from the
actual merchandise. Integration of lighting helps with this.
Lighting control systems in retail should be considered carefully. In fitting rooms different
scenes can personalize the experience. For instance day-lighting around a store’s entrance can
be pointless because it’s not an area where people hang out.
Allow for the maintenance of luminaires, they need to be accessible along with remote drivers
and control gear. This is particularly important with integrated lighting.
Saving energy can be a priority in retail environments. Apply light only where it’s needed to
help reduce costs, fewer light fixtures means lower capital expenditure and lower energy
consumption.
All in all technology plays a large part in retail lighting designs. But it’s also the considered
application and emotional empathy that sets apart the very best and most successful lighting
schemes, the schemes help increase brand awareness and encourage sales, helping reduce the
retailers cost.