A study by the American Marketing Association (AMA) shows that people usually pay attention to a certain product for the first 7 seconds. During these 7 seconds, 70% of people decide to buy a product because of the visual appearance of the product. Excellent performance. We can call this kind of consumption behavior impulsive consumption, and the reason why customers are impulsive is that the product has a strong visual expression.
Lighting, as an important auxiliary role in visual performance, is widely used in every corner of the business, which plays a role in increasing the color and texture of the product, and enhancing the sense of space and affinity between the product and the store.
In the commodity display, the store is usually divided into three levels: VP, PP, and IP. The three have their own divisions of labor. Through the layout of different lighting, the display can be more layered.
VP, referring to the entire store area, is the customer’s first impression of the store;
PP, gold display area, model, showcase, store column area;
IP, 80% of the product display area is displayed in the form of side hanging and stacking to highlight the volume.
1.VP store area
The store area is an important demonstration space to attract customers into the store. The light here emphasizes the creation of the entire atmosphere. It is usually not recommended to have a lower brightness than the same area, and more decorative lighting can be used.
As an external display space, it is necessary to attract customers to enter through the accent lighting of the exhibits and mannequins. Therefore, the beam angle in this area is more rigorous.
Common lamp cup beam angles are 10°, 24°, and 38°. The 10° angle lamp cup has a small irradiation range, and the central light intensity is the largest, which can form a strong contrast on the irradiation surface; the 38° angle lamp cup has a large irradiation range, but the center light intensity is the smallest, and the light spot formed on the irradiation surface is relatively small. Soft; 24° angle effect is between 10° and 38°. That is to say, for the same power lamp cup, the larger the beam angle, the smaller the central light intensity, and the softer the light spot. On the contrary, the smaller the beam angle is, the larger the central light intensity is, and the more blunt the light spot comes out.
In practice, different beam angles have their own uses.
△As shown in the figure, the 10° angle has a strong visual impact with its strong contrast of light and dark, which can catch people’s attention at the first time, but under the strong contrast of light and dark, the details of the object cannot be clearly seen ;
24° is much better than the 10° beam angle, it can show the texture of the item well, and it also has a good visual impact;
38° produces a soft, delicate effect, making it easier to see object details. However, because the beam angle is too large, the background and the object itself are mixed together, making it difficult to attract people’s attention.
If the ambient illumination is high, a beam angle of 10° may be required, because the surrounding ambient light can make up for the area it does not illuminate on the item; if the installation distance is short, 38° should be selected, because the distance becomes shorter, The light range is also reduced, and the illuminance will also increase. Similarly, if the projection distance becomes farther, a beam angle of 10° should be selected.
2.PP Gold Display Area
The golden display area, that is, showcases, display racks, models, and store columns, all display the products that are mainly promoted. The light in this area usually uses key light to guide customers’ sight, and it is the brightest area in the store.
This area emphasizes the color and texture of the displayed products. The lighting fully reflects the different characteristics, materials and effects of different products, increases the special atmosphere of the store space, attracts the attention of buyers, and promotes consumption. In the display area, the following three types of lighting are usually used to create effects.
Image light: mainly refers to local lighting. The image of the product or the image of the enterprise is vividly presented in front of the customer’s eyes with local lighting to attract the attention, to highlight the unique color, material or function of the product, and to show the value of the product.
Atmosphere Light: Atmosphere lighting is beneficial to the atmosphere feeling of the display effect. The design of the atmosphere light requires a special lighting combination, or a special color light source. It can also learn from some techniques of stage art and stage lighting to achieve the effect and purpose of the design.
Guide light: As the name suggests, it is the lighting that guides the line of sight. Successful guiding light design has a suggestive effect, making consumers stop and watch, focus on a certain part of the clothes, and get the message conveyed
3.IP 80% product display area
At least 80% of the goods in the store are displayed in this area. They are often displayed in the form of side-hanging, stacking, etc. to highlight the momentum and form a single-variety area. Generally, ordinary lighting can be used.
Lighting is the basic lighting of the store, that is, the lights are evenly distributed at the top of the store, and the displayed products are generally illuminated uniformly. Under this top-down, average illuminance light, the three-dimensional sense, texture and color of the products generally give people a good visual experience, and can clearly see the displayed products.
The types of lamps commonly used in commercial lighting include spotlights, metal halide lamps, neon lights, track lights, etc., and track lights have become the darling of store lighting because of their adjustable installation position and simple and quick disassembly and assembly.