A compilation of lighting guidelines from research papers

1. Ryuuki Shi & NandanRJ
RETAIL LIGHTING

2. Introduction

3. Aspects of Retail Lighting
RETAIL LIGHTING
The Quality and quantity of
illumination is important because
of
The impression it creates about
the merchandise
The effect it has on the retail
area’s appearance
FACTORS TO CONSIDER
Energy Efficiency
Cost
Kind of Need
Detailed factors
lamp life
 system efficiency,
lumen maintenance
colour rendering and
appearance
daylight integration and control
 light distribution
points of interest
System flexibility.

4. Design Factors

5. Goals of Retail Lighting
attract and
guide
customers
help them
evaluate
the
products
assist them
in quickly
and easily
completing
the sale.
It must enable customers
to read signage
The lighting within a store
must facilitate customer
transactions.
Customers must be able to
evaluate merchandise
Customers must be able to
read price tags and
labels.
Good lighting will
help minimize
returns since
customers can fully
evaluate
merchandise in the
store, less likely to
be disappointed
with their
purchases later.
The quantity & quality of the illumination will create a lasting
impression and will help customers decide whether they
want to return to the store in the future.

6. General/Ambient Lighting
•Task Lighting
The 4 Primary Types of Lighting in
Retail
Accent Lighting
Decorative Lighting
a. b.
c
.
d.

8. General/Ambient lighting is the main light source for a store. These lights
should ensure that the store is not gloomy and that customers feel
comfortable and have enough general light to make their way around.
Chandeliers, ceiling or wall-mounted fixtures, recessed or track lights and with
Ambient Lighting

9. Task Lighting
It is a more focused lighting, used to better illuminate areas in
your store where more light is needed to perform certain tasks.
Store entrance, Checkout area, Dressing Rooms, Customer
service desk

10. Used to highlight specific areas, displays, and decor in your store, in
order to make products pop and add a sense of importance.
Accent lighting adds drama to a room by creating visual interest.
Accent Lighting

11. Adds sophistication and beauty to a store.
Decorative lighting would include things such as chandeliers,
intricate wall fixtures, and custom designed fixtures.
Decorative Lighting

12. Where is Accent Lighting Used?
•Near the front of the store to
highlight new products/seasonal
item displays.
•Any area to add emphasis to a
piece of art or decor.
• In shelving/display nooks to
highlight each specific product.
•Above window displays - adds
visual emphasis and draws in
people.
•Lighting actually in
displays/cases (bars, rope
lighting, etc). In some cases,
displays will already have pre-
installed lighting.

13. Lighting Principles*
Lighting setups that use
high contrast elevates
levels of attention in
shoppers. By
emphasizing
specialized/featured
areas of the store
where premium product
is located, you make
the job of navigating
your retail space easier
for your customer.
#1. High Contrast Application
*Source: “Attention equivalent – a study concerning the effectiveness of specific lighting
parameters on the perception and preference of customers in a shop” by Zumtobel
Pinpoint accent lighting that stands out
positively from the surrounding
homogeneous ambient lighting.

14. While having areas of
focused/pinpoint lighting is
important for drawing attention,
general diffused/ambient
lighting makes orientation
easier for shoppers to get a
general feel of the store and its
space.
*Rule of thumb: General
merchandise lighting should
be about 3 times brighter
than aisle lighting.
# 2. General Lighting Application
Lighting Principles
Use vertical lighting to delimit the periphery of a
space, while detailed accent lighting must be
used to improve the perception and
attractiveness of the goods displayed.
*Central Maine Power
website

15. Lighting Principles
Eye-tracking studies carried
out at Douglas and SPAR
proved that the lower
levels of shelves in
particular go relatively
unnoticed. Targeted
accent lighting or dynamic
lighting in the lower third of
shelves results in
customers lingering longer
and may possibly boost
sales.
# 3. Out of Sight, Out of
Mind
Application
Shelf-integrated lighting is
recommended at all levels.

16. Colours convey emotions and
influence the acceptability of a
space. Cool CTs such as cool
white make areas appear more
spacious whereas warm CTs
create an impression of
smallness and familiarity.
Intermediate white light
extends the amount of time
customers spend in a shop and
improves their sense of well-
# 4. Colors &
Influences Application
Lighting Principles
1. Use intermediate white for
general lighting.
2. To create a sense of
safety, use warm white
light colours. <Women’s
section etc.,.>

17. Lighting Principles
The study also found
that there were
differences in
perceptions on what
lighting conveyed based
on their
gender/age/other
demographic. An
example of this is that
men preferred a lighting
scheme that gave a
broad overview of the
space while women
# 5. Differences in
Perception Based on
Groups:
Application
Adapt the direction of light, light
colour and lighting intensity
dynamically over the course of the
day to make sure it is appropriate to
the target group’s behaviour.

18. Lighting Principles
 Shop windows are often the
customer’s first point of
contact with a shop. Accent
lighting, in addition to
daylight is preferred here. In
the evening and when there
is little daylight, even low
illuminance levels are
sufficient to attract the
curiosity of passers-by with
wide-area, subtly changing
ambient lighting.
# 6. Windows and Storefronts Application

19. SHOP WINDOWS AND
ACCENTS
 By creating contrasts with
lighting, depth is created.
 Create different levels of
attention between different
products.
 Using track lighting or spot
lights to create contrasts and
designate focal points,
especially at display windows.
 *Rule of thumb: Make these
pin-pointed, spot-lit areas
three times brighter than
the surrounding ambient
light.
*Museum Store Association
Lighting Principles

20. Lighting Principles
 The way that light is
directed onto
shelves is also
crucial: wide-area
backlighting of
shelves produces a
more attractive
effect than accent
lighting only.
# 7. Shelf Lighting Application
A combination of backlighting and accent lighting
makes identification of merchandise easier and
makes the presented goods look more
attractive.

21. Are LEDs a good idea for Retail
Outlets?
Why LEDs are a Viable Option
1: Saving Energy- high energy efficiency
2. Long-Term Design- long-lasting
3: Lacking in Negative Effects on Retail Products-
LED lights do not bleach out materials and can be
adjusted to provide a variety of natural light shades
without the downsides.
4: Targeted Colors
yellow-white shades that can mimic natural light
red, blue, and green
5: More Directional Lighting- pinpricks to large
floodlights
www.retaillightinganddesign.com

22. Views are of
8*12 m room
with a ceiling
height of 3.5m.
Plain
PROs: Good CRI, CCTs,
watt/metre, energy-efficient,
uniform, functional lighting
Average horizontal
illuminance 400 lx
Luminaires 600 x 600 LED panels
Cons Doesn’t excite
the shopper, hence
not many may linger
Source: Luxreview.com Alan
Tulla

23. Luminaires Spotlights in a recessed track plus twin downlights
Dramatic Average horizontal
illuminance 360 lx
PROs: The narrow angle spot lighters can be aimed at the
products . More dramatic, catches attention
CONs: Higher electrical load, watch the
aim
Source: Luxreview.com Alan
Tulla

24. Luminaires Opal panels plus narrow spotlights
Average horizontal illuminance 385 lx
More balanced but not many people many prefer panels to
downlighters.
A good mix of background and spot lighting. Still have to aim
Balanced
Source: Luxreview.com Alan
Tulla