LECTURE - VDIS10012 Retail Design Lighting Design

VDIS10012 Retail Design

Retail Lighting Design

by Ron Newman

Retail lighting using contrast and colour toboost sales

What kind of lighting do customers prefer in retail spaces?How should light be used to raise attention levels or extendthe amount of time customers spend in shops?

Answers to these and similar retail lighting questions havebeen considered by many researchers over time, inlaboratory research and field studies.

VDIS10012Retail Design

Retail LightingDesign

The most important findings: it is not all aboutbrightness. Contrasts, i.e. the effect of light and darkareas, are decisive. Customer behaviour in retail areas isinfluenced significantly by perception and a sense of well-being. Light is an important design tool which impactsthese parameters. Because light conveys emotions, lendsspaces atmosphere and makes it easier for people to findtheir way around.



Latest applied research: is devoted to the topic“Attention, attractiveness and perception mediated bylighting in retail spaces”. Zumtobel (a lighting supplier)conducted a two-part study in cooperation with Prof. JanEjhed, head of the lighting laboratory at the Royal Instituteof Technology (KTH) in Stockholm, and Dr. Roland Greulefrom the Hamburg University of Applied Sciences (HAW).

http://www.zumtobel.com/com‐en/company.html



The purpose of this investigation: was todetermine the factors that are decisive in retail lightingwhen it comes to selling more merchandise, increasingfootfall and extending the amount of time customers spendin a shop.

Research design – Perceiving light: The first part of thestudy was based on the question of the extent to whichlighting influences customers’ subjective perceptions.



In order to establish: the kind of lighting situationsthat people prefer in shops and retail spaces, 97 subjectswere asked to directly compare and assess three lightingsituations in virtually displayed shopping situations. In thesecond part of the study this was followed by laboratoryresearch and a field study in cooperation with Dr. RolandGreule and Felsch Lighting Design in which the perceptionof the subjects in retail spaces was examined withreference to previously defined lighting parameters.



The lighting factors: that were to be investigatedincluded light colour, light distribution, lighting intensity anddynamic changes in brightness or colour. Laboratory testsusing test charts produced generally valid statementsregarding visual effects such as contrast and colourperception. The laboratory results were then comparedusing real retail space situations. A Douglas perfume shopand a supermarket operated by the Austrian SPAR chainwere used for the field projects.



An eye-tracking camera system: was used tocapture subjects’ eye movements using modern measuringinstruments. Results – Customers’ sense of well-beingmust be improved

The results of the investigation yielded technical retaillighting design principles that are especially insightful asfar as the work of professional lighting designers isconcerned.



Prof. Dr. Jan Ejhed sums it up: “The study is avaluable resource and sets out key factors that shouldguide lighting design in shops and retail spaces. The resultof this study shifts the focus of future lighting design; itshows the need to do more than simply attract thecustomer’s attention, and identifies the need to devise anew approach that will improve customer convenience andenhance the customer’s sense of well-being.”



Zumtobel Marketing Director Stefan Terzi saysthat: “This new Zumtobel study provides valuableinformation that can be used to develop lighting solutionsand their applications in the shopping and retail sector.Thanks to our in-depth knowledge of this application areaand awareness of the needs of users and the effect oflight, we (and designers) are in a position to developinnovative lighting systems that create measurable addedvalue for our (retail) customers.”



Summary of results – Eight design recommendations:

(1) Instead of increasing brightness in shops, and thereforealso energy consumption, it is advisable to design retaillighting that is always high contrast, makes perceptioneasier and heightens levels of attention. Pinpoint accentlighting that stands out positively from the surroundinghomogeneous ambient lighting is a suitable way ofcreating contrasts.




(2) Diffused general lighting ensures a subjective sense ofwell-being. Vertical illuminance makes orientation easier.The easier it is for customers to find their way around, themore likely they are to walk around a shop. Efforts shouldbe made to use vertical lighting to delimit the periphery of aspace. Detailed accent lighting can be used to improvethe perception and attractiveness of the goods displayed.



Summary of results – Eight design recommendations:(3) Colours convey emotions influencing the acceptabilityof a space. Cool colour temperatures such as coolwhite make areas appear more spacious, warm colourtemperatures create impressions of smallness andfamiliarity. Intermediate white light extends the timecustomers spend and improves their sense of well-being,and should be used for general lighting. Designerspreferring an atmosphere that makes customers feel safeand secure should opt for warm white light colours.




(4) There is a preference for various different light colourswithin a single lighting concept. Different colourtemperatures should therefore be consciously deployedacross general lighting and vertical lighting. Latest whiteLED technology makes it possible to obtain colourtemperature changes using control systems, and deservesspecial consideration by designers.




(5) Research showed that there are differences inperception depending on gender, age and groups ofbuyers: men take in a broad overview of a retail space, forexample, whereas women look at details. It is thereforeimportant to adapt the direction of light, light colour andlighting intensity dynamically over the course of the day tomake sure it is appropriate to the target group’s behaviour.




(6) Shop windows and external facing displays are oftenthe customer’s first point of contact with a retail outlet:accent lighting on merchandise in addition to daylight ispreferred, involving pinpoint accenting to emphasiseperceived contrasts. In the evening and when there is littledaylight, even low illuminance levels are sufficient toattract the curiosity of passers-by with wide-area, subtlychanging ambient lighting.




(7) Eye-tracking studies at Douglas and SPAR proved thatthe lower levels of shelves in particular go relativelyunnoticed.

Targeted accent lighting or dynamic lighting in the lowerthird of shelves results in customers lingering longer andmay possibly boost sales. Shelf-integrated lighting isrecommended in principle at all levels.




(8) The way that light is directed onto shelves is alsocrucial: wide-area backlighting of shelves produces a moreattractive effect than accent lighting only. A combination ofbacklighting and accent lighting makes identification ofmerchandise easier and makes the presented goods lookmore attractive.



It can therefore be seen that lighting design in the retailenvironment is a critical element of any concept. In mostprofessional cases the interior/space designer willunderstand the effect they wish to achieve and will workcollaboratively with a specialist lighting designer, whounderstands what type of equipment will need to bespecified to provide the desired lighting effect.



VDIS10012 Retail Design

Retail Lighting Design

by Ron Newman

LECTURE - VDIS10012 Retail Design Lighting Design

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