LIGHTING TECHNIQUE USED IN

RETAIL STORE

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 INTRODUCTION
• Lighting is a critical factor in creating a unique shopping environment:
• one that attracts customers and pulls them in, creates a store personality while reflecting
brand and identity.
• Successful retail lighting does not come in a one-size-fits-all package; it is a strategic blend
of color, contrast, control, and energy efficiency.
• More than application knowledge and experience, it requires proper application and
lighting techniques utilizing the latest lamp and luminaire technology.
• A customer that is excited about their shopping experience will stay longer, spend more
money, and not only be more likely to return, but enjoy coming back.
• The quantity and quality of illumination, the impression it creates about the merchandise
and the effect it has on the retail area’s appearance are all factors in a successful lighting
design.

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Fig: 1.0 Fig: 1.1
 LAYERS OF LIGHT
• There are four layers of light typically used in retail lighting: general (also called ambient)
lighting, task lighting, accent lighting, and decorative lighting. Combining and balancing
these lighting types gives visual interest to the space and creates a more attractive, exiting
and inviting environment.
• GENERAL LIGHTING
• ACCENT LIGHTING
• TASK LIGHTING
• DECORATIVE LIGHTING

• GENERAL LIGHTING: General lighting is the main source of illumination in a space.

• This uniform, base level of lighting can easily become the focus of energy reduction, as the
light levels from other fixtures can be lowered, especially when using LED and CMH lamp
sources.
• With minimal illumination of the merchandise, general lighting allows the staff to perform
daily tasks such as cleaning and re-stocking, as well as customer circulation throughout
the space.
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• Diffused general lighting ensures a sense of well-being, which makes customers feel
comfortable and more likely to stay longer in the store.
• A simple way to achieve this is by arranging recessed fixtures using reflectors, baffles, and
lensed trims in overlapping positions.
• Vertical brightness influences the customers’ impression of the store by making
orientation easier, helping to define merchandising spaces

Uniform distribution of light inside

the store to work and function .i.e.,
General Lighting.

Fig: 1.2 Example of general lighting

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 Accent Lighting
• Accent lighting creates a dramatic emphasis on merchandise using a focused, or point,
light source or sources.
• It adds depth, contrast and creates a focal point for merchandise to be displayed; it
highlights shape, texture, finish and color of merchandise, drawing customers to it.
• The key is to make this illumination more precise and of higher intensity than the
surrounding ambient light.

Fig: 1.3 in this image the footwear is focused Fig: 1.3 in this image the mannequin is focused
using down lighting. using lighting.
• Further division of accent lighitng:
• Key or hard accent lighting - Hard accent light is used to create shadows and determine
contrast, focal point and approach. Special care is needed to avoid distracting reflections,
especially in glass and signage

Here the wall is focal point and the

lighting is working in reflecting the
focal point

Fig: 1.4 here the wall is focused using light.

• Fill lighting - Softer, wider distribution of light is angled to soften shadows were needed

Fig: 1.5 here the edges of the shelf's are

lighted up and the shadows are angled to
give a dramatic view.
• Highlighting - Wide accent is used to reveal shape and texture in products

Fig: 1.6 here the sandals are highlighted

through small light these light are called
highlighting lights.

• Backlighting- Lighting from behind accentuates size and shape

Fig: 1.7 here the shape of shoes is being

reflected by providing light from back
light source.
• Up lighting- Lighting from below creates unnatural, ghost like shadows and should
be used selectively – where the most dramatic effect is needed, such as store front
window to displays or to create a transition between departments.

Fig: 1.7 here the shape of the mannequin

is reflected by up lighting source .

Fig: 1.8 more examples of accent lighting

 TASK LIGHTING
• Task lighting is used to illuminate an area for a specific task; providing a
focused, localized, and higher level of illumination. Necessary to the
functioning of a space, it is important to use energy efficient sources to reduce
operating costs.
• Task lighting is most effective when used as a supplement to general lighting in
workspaces, conference areas and on counter tops. Effective task lighting should eliminate
shadows on the specific illuminated area, while preventing glare from the lamp or off
surfaces.

Fig: 1.7 Task lighting used for counters Fig: 1.7 Task lighting used for specific product.
 DECORATIVE LIGHTING
• Decorative lighting serves a dual purpose: not only to contribute to the lighting layers in a
retail environment, but also to enhance the look of the space as a design element.
• Decorative lighting includes pendants, sconces, chandeliers, table and floor lamps, and
cylinders.

Fig1.8 pendent lights Fig1.8 sconces lights Fig1.8 chandeliers lights Fig1.8 floor lamps.

• Decorative lighting should complement and add visual interest to the interior, as well as
provide or contribute to the overall lighting plan.
• Decorative lighting may function as general or accent lighting in a retail environment, but
it is most often selected to enhance the look of a space.
• By adding decor, beauty and style, decorative lighting is also an important
communicator of a store’s brand image.
 Examples of decorative lighting.

Fig1.9 ceiling decorative lights Fig2.0 use of chandeliers lights

Fig2.1 use of decorative lighting for

Fig2.1 use of pendent lights store’s brand image
 WINDOW LIGHTING
• Every retailer is competing for the customer’s attention; the retail window is
an opportunity to stand out.

• It should be a powerful attraction, providing a link between the passers-by and the
merchandise within the store.
• Attract customers with drama; engage the passer-by with intense white light using
uniform saturated illumination, direct accent lighting to highlight and to define the
merchandise, create stopping power that will make consumers want to come inside and
invest themselves in the sales experience.

Fig2.2 colourful window lighting. Fig2.3 window lighting using mannequin.

 SHELF, CASE & COUNTER LIGHTING
• The most common way to light these spaces is to use small sources – such as
LED tape light – close to the display objects, but hidden from view.
• IL luminance levels should be 3-5 times higher than the surrounding ambient
light, highlighting merchandise for easy evaluation by the customer.
• The light source colour must be chosen carefully as to not distort, damage or alter the
look of the merchandise being displayed.
• Lower level shelves go relatively unnoticed, but by targeting accent lighting and/or
backlighting on the lower third of shelves, customers linger longer, encouraging sales.

Fig2.4 shelf lighting Fig2.5 case lighting Fig2.6 counter lighting

 The 4 Primary Types of Light Bulbs
• 1. Incandescent
• Incandescent lights produce light when an
electric current passes through a filament,
causing it to glow. Incandescent lights are
generally the cheapest but also the most
inefficient kind of lighting. Their short
lifespan and high energy usage have pretty
much made them obsolete for general retail
lighting applications.
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• 3. Fluorescent /CFL
• Medium cost and fairly good efficiency
Fluorescent lighting is a pretty standard
choice for general lighting, because they are
cost effective, last longer than incandescent,
and are more energy efficient. Tube bulbs are
the most common. CFL’s are an updated
version of the fluorescent light that are even
more energy efficient and longer lasting.
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provide a little truer light. s
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 CASE STUDY

LIGHTING TECHNIQUES USED IN

THE RETAIL SHOP.

City, Country Al Rayyan, Qatar

Opening 2016
Branch Fashion
Lighting Ansorg
designer
Architect Nike Global

Lighting LED
technology
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IMAGES TO EXPLAIN THE TECHNIQUES USED IN THIS RETAIL SHOP

Fig 2.5 (VIEW 1) this image shows the task Fig 2.6 (VIEW 2) this image depicts the focus
light which is coming from the ceiling to provided to the mannequin through top
provide focus on the garments kept on shelf. light to provide shape and texture of the
garment. 18
 Use of track lighting

Use of pendent lights

Use of top lighting

Use of Key or hard

accent lighting

Fig 2.7 (VIEW3) in this image different types of lights are used to
emphasize the products and also provide focus to the whole
surroundings.
 Decorative lighting

Highlighting

CASE/RACK lighting

Fig 2.8 (VIEW4) another view of the retail shop.

 TASK LIGHTING

CASE LIGHTING

COUNTER LIGHTING

Fig 2.9 (VIEW5) another view of the retail shop.

Topic Beyond Syllabus

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