Retail Spaces: Light on vision, brand, atmosphere - (shops)

Enes Yılmaz
Interior Architecture and Environmental Design
Bahçeşehir University

Keywords: Light, Atmosphere, Brand, Vision

Template for Abstract

In the rapidly developing globalizing world, it has brought competition among brands. Brands
now want to offer their customers more than a shopping experience. Light has always
influenced the perception of objects and therefore the purchasing options. Lighting has
therefore become a fundamental part of the infrastructure of the sales area in stores. The
applied lightings are associated with the brand identity; The moment the customer sees the
sign of the store and enters inside, a sense of belonging is presented. Lighting, which affects
all behaviors of the customer, is effective when used correctly and successfully. In order to
offer a successful atmosphere, the concept of the store, interior architectural design, and
lighting solutions must be interrelated and in harmony.

Introduction

The increasing competition between brands in recent years has also been effective in retail
areas. Many brands have changed the designs of their existing stores and wanted to increase
the interest in the brand while offering their customers a unique shopping experience. No
matter how good the design of a place is, it may not give the expected effect if the correct
lighting is not used. Making a product visible in today's retail environment means using the
light in the best way. Therefore, lighting applications are of great importance for retail stores.
Light not only displays the product, but it also determines the interior atmosphere, new
emotions, control over people, and encouragement to purchase. With the effect of lighting on
the visual perception, the unique presentation of the space, and the creative use of light, an
important relationship is established between the customers and space. Lighting, which is an
integral part of the interior architecture of the store, can redefine the space and make some
areas appear narrower or wider. Ceiling height can be emphasized with the light directed to
the ceiling. A perception of a large area can also be created with the light directed to the wall.
Correct lighting practices add vitality to store design.

How should store lighting be?

Correctly used lighting applications can help reflect the brand's identity or form a part of it, so
first, understanding the brand's message and then asking some questions; What should the
customer do? What should he feel? Should the area be dark or bright? ... The lighting design
made by the answers allows the products to be displayed with a suitable background for sale.
Therefore, it strengthens the brand image. Also, the right store lighting is more than just lighting
the product area. It changes the mood and atmosphere, guides shoppers to important areas,
and provides opportunities for a good shopping experience.

There are 4 different types of lighting for retail spaces.

Ambient Lighting: It is the main light source of the store; it refers to the main lighting of your
store. Ambient lighting payment points are the gaps between the lighting used to highlight pay
points, aisles, and shelves. It provides the general interior atmosphere of the store but also
makes customers feel comfortable in the store and should be extremely inviting. It should be
noted that sufficient light must be provided to safely navigate the entire store. For this, the size
of the store is of great importance. If the large store is not at sufficient lighting level, if the
environment is too dim, customers may have difficulty reading the labels of the products, in
this case, it will disturb the customers. On the other hand, if the lighting is too bright, it will also
create discomfort for customers and reduce their stay in the store. Generally, large stores
require a lot of strong light, while smaller stores require a dimmer and less powerful light.

Figure 1: (Yoo Mimarlık, DKNY, 2015 ) , The main light source of the store is extremely
sufficient for pleasant shopping in the store. The interior atmosphere is inviting.

Accent Lighting: Accent lighting is used to highlight the area of the store, shelves, product
shape, texture, and finish. The purpose of accent lighting is to create a contrast between the
product and the background. It allows customers to easily draw attention to specific products.
Often the perfect way to highlight seasonal items, limited special collections, exclusive
jewelry, or items on the shelves, to specific areas of the store. In addition, as the products
are visually highlighted, the products in the showcases are easily noticed by the customers
and they are used effectively in the showcases as they attract customers to the store.

Figure 2 : ( Yoo Mimarlık ,Gucci , 2017) In the store, special collections are easily separated
from the highlighted space with task lighting.

Task Lighting: Task lighting is focused lighting used to illuminate areas of the store where
more light is required. The payment points of the stores and fitting rooms are illuminated with
task lighting. fitting rooms need more light so customers can accurately evaluate the
suitability and appearance of the products they are trying. At the payment points, more light
is needed so that the staff can see the cashier better and do their work efficiently and
effectively. Task lighting is also used to highlight the entrance and signage of the store, so
customers can easily read your store name and are welcomed into the store.
Figure 3 : (Ambrosia designed by Ciszak Dalmas) The fitting rooms and payment points of
the store are brighter than the other areas of the store.

Decorative Lighting: Decorative lighting is all about visual appeal, it is a purely decorative
element used to beautify the store so there is much less focus on lighting. It is achieved by
using a luminaire with a certain aesthetic, such as a chandelier, pendant lamp set, or stylish
track system. Decorative lighting can also be used to evoke memories and nostalgic feelings
in customers. The fixture used can represent the brand and give character to it, thus
establishing a connection with the brand, strengthening brand identity recognition.

Figure 4: ( Yoo Mimarlık , Ralph Lauren, 2011 ) Decorative lighting has been used in
certain areas of the store to enhance the interior atmosphere and concept of the store.
Bulb brightness and color
Unless the correct light bulb brightness and color are chosen, the store area may be under
too much light, too dark, or the wrong choice will cause misleading light on the products and
adversely affect the customer. The brightness and color of the bulb help to create the desired
atmosphere in the store. It also has a significant impact on the ambiance of the store. Warm
tones are on the lower end of the Kelvin scale, between 2000K and 3500K; Daylight and
cooler tones are 3600K and above. While this color temperature affects the whole
atmosphere of the store, it also affects the customers. Warm colors are more inviting, while
relaxing, cooling colors give a vibrant and modern tone. Multiple color temperatures can be
used within a store, but small stores prefer to use one overall shade. Emre Yılmaz, lighting
Portal founder says: High color rendering index is preferred in-store lighting, thus ensuring
the best recognition of colors and materials. Generally, color rendering index CRI 80 is
recommended for store lighting, and CRI 90 and above is recommended for high-end
clothing stores. [1]

LUX CRI

Shops ( General ) 300 >-80 - 90

Shop & Showrooms 500 >- 80 - 90

Table 1 : Minimum illumination level and CRI values

Conclusion
In general, lighting in stores is of great importance for customers, brand identity, and is part
of the in-store strategy. Light is one of the elements that make the shopping experience of
the customer unique and permanent. Correctly used light attracts customers, touches their
soul, and changes their purchasing behavior by affecting their preferences. It has a guiding,
guiding effect on customers. Mihaly Bartha, Head of Lighting at GPStudio says; “Lighting has
a direct impact on our mood, and 80% of the sensory information the brain receives comes
from our eyes. Lighting architectural elements emphasize product attributes and create
virtual spaces - influencing how we feel, what we think of a product, and ultimately our choice
to buy or not.[2]
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