Generally speaking, the most light source that customers touch is the natural light source. Most people live and work under the natural light source. The feeling of natural light source is the most intimate and comfortable, so store lighting should use natural light source as much as possible. This reduces costs and keeps the product in its original color under natural light.
Although natural light can be used to display the original appearance of the product and save energy, the natural light source is affected by the lighting of the building and the weather, which is far from meeting the needs of the business premises. Therefore, the cosmetics store should still focus on artificial lighting.
Use of lamps
The lamps used in the decoration design of cosmetics stores are divided into four types: lamps, spotlights, lamps and light boxes.
Lighting: Mainly used for indoor lighting in shops. If the indoor natural light is not good, the lighting is the main light source. Because it takes a long time to use, you should choose an energy saving lamp.
Spotlights: divided into shelf spotlights and door spotlights. Such lamps have a good effect on rendering atmosphere and displaying goods. The disadvantage is that it is easy to generate heat and consumes a large amount of electricity, so it is not suitable for long-term use.
Lighting: Mainly used for local lighting, mostly used in the counter and on the shelves, the role is to increase the brightness of the goods, so that the packaging of the goods shines brightly, such lamps are mostly fluorescent lamps.
Light box: mainly used for indoor advertising and outdoor shop signs. Fluorescent lamps are commonly used in light boxes.
Classification of lighting
Artificial lighting can be divided into basic lighting, accent lighting and decorative lighting.
Basic lighting, also known as ambient lighting, as the name implies, provides the basic illuminance for the environment. These luminaires are typically mounted on top (on the ceiling or top frame structure) to provide a wider range of illumination. The purpose of the basic lighting is to provide a certain ambient lighting, so that people can perform normal activities in this environment. If the overall brightness of the store is slightly dark, it will make people behave slowly, and it is easy to produce a feeling of dullness and depression, so that the customer's psychological activities tend to In the downturn, it is difficult to generate the impulse to shop. If the overall brightness is too high, it will irritate the eyes of the customer, making the customer feel tired and reducing the time spent in the store. Therefore, the basic lighting generally uses a monochromatic white fluorescent lamp, which not only maintains a basic brightness, but also does not stimulate the customer, allowing the customer to be in a simple, bright and comfortable shopping environment, so that the customer is more enthusiastic to consume.
The key lighting is to focus the light on certain areas or commodities at a certain angle, so as to achieve the purpose of highlighting the products and attracting customers' attention. Such a light source is a light source that functions to decorate the internal environment of the entire store, such as a lantern, a string lamp, a palace lamp, etc., and is installed in a container or near a commodity. Such light sources have a strong influence on the customer's vision, so pay attention to the brightness and color of the environment and goods.
Decorative lighting, also known as atmospheric lighting, mainly through some color and dynamic changes, as well as intelligent lighting control systems, in the local environment of the store to create some special lighting atmosphere, improve the shopping environment, attract customers and promote sales. Decorative lighting usually does not illuminate the displayed items, but does some special lighting treatment on the background of the displayed items, the floor of the store, and the wall. In general, the lighting in the central shelf area is darker, while the lighting of the bottom wall and the two side walls is brighter, while the window and entrance should be focused to attract the attention of the customer.
Light exposure
Light illumination can be divided into front light, oblique side light, metering and top light.
Front light - the light comes directly from the front of the product. Products that are illuminated by front light have a bright feel that fully displays the color and detail of the product. However, the three-dimensional sense and texture are poor, and it is generally used for the lighting of shelves in the store.
Oblique side light - means that the light and the object being illuminated are at a 45° position, and the light is usually illuminated from the left front side or the right front side. This is the most commonly used light position in the window display. The oblique side light illumination makes the model and clothing layered and the three-dimensional effect strong.
Sidelights - Also known as 90° sidelights, the light is illuminated from the side of the object being illuminated, giving the object a strong contrast. Generally not used alone, only as auxiliary light.
Top light - Light from the top of the product creates a strong shadow on the product and is generally avoided.
In practice, front light and oblique side light are often used.
Lighting distinction
The layout of a franchise store can be roughly divided into a window area, an entrance, a shelf display area, and a shop door sign.
Window lighting - Due to the large changes in the position of the models in the window, in order to meet the constantly changing situation of the model display, most of the window displays are track lights that can adjust the direction and distance. In order to prevent glare and create window effects, the lamps in the window are generally hidden. Traditional window luminaires are usually installed on the top of the window, but because of the relatively simple illumination angle, some international brands currently install several sets of lights on one side or both sides of the window, even on the ground to enrich the window lighting effect.
The window is divided into closed, semi-closed and open type. The closed type has a large degree of freedom because it can perform relatively independent lighting. Semi-closed and open-style should consider the internal response of the store. The open type is integrated with the interior of the store, so the lighting configuration should be based on different storefronts. If you want to emphasize the window, you can increase the window illumination and brightness; if you want to emphasize the effect in the store, you can use some areas in the store as the key lighting.
Window lighting is not only beautiful, but also must meet the visual appeal of goods. The brightness in the window must be 2~4 times higher than that of the store, but the light should not be used too much. The contrast between the lights should not be too large. The movement, exchange and flashing of the light should not be too fast or too intense, otherwise consumption The person will be dazzled and cause a strong feeling of discomfort.
The lighting requires a soft, moody mood. At the same time, decorative lighting such as downlights and chandeliers can be used to emphasize the characteristics of the products, and to give a good psychological impression on the basis of reflecting the original purpose of the products.
Entrance lighting - When customers are attracted by the window, they will consider whether to enter the store again, so the lighting design of the entrance is also very important, and the lighting design requirements are also very high. The lighting at the entrance is bright and can attract customers.
Shelf Lighting - For some exhibits that are more flat, rich in layers, have more details, and need to clearly display each part, reduce the projection or weaken the shadow. Distraction or cross-illumination with inconspicuous directionality can be used to eliminate interference caused by shadows. The lighting fixtures on the shelves should have good color rendering, and can be spotlighted with spotlights or embedded or suspended straight tube fluorescent lamps in the shelves.
In addition, the most important part of the store's facade display, the signage lighting, should be bright and eye-catching. Signboards are usually done with neon decorations or small floodlights. The Neon Lights not only illuminate the signboards, but also increase the visibility of the store at night, while creating a lively and cheerful atmosphere. Floodlighting allows the entire sign to achieve a bright and eye-catching effect. Either way, the purpose is to achieve an active atmosphere, attractive and other good attracting effects.
Magical use of lighting
The light itself is an advertisement
Many times consumers walk into a store and are attracted to the store's exterior walls and signboards. Lighting materials such as LED bulbs, fluorescent tubes and neon lights are illuminated. LV is the first brand to start illuminating the exterior wall. In the most prosperous part of the city, you will often see a whole face of silver lights and logo color staggered walls. This strong visual impact allows passers-by to travel far away. See it gorgeous presence. Later, Dior, Prada, etc. also used similar exterior wall lighting effects.
Control your footsteps
The lights in the store can control the walking route of the consumer. Because the contrast of the brightness of the light will make the eyes unconsciously attracted. The most extreme example is the supermarket, which is completely evenly illuminated and has the fastest speed of people. However, in order to retain customers, shops often use strong light to highlight products in specific areas.
Therefore, for large-scale shops, consumers should be guided by multiple logical display points and details, otherwise people may leave in the middle.
Lighting angle is also stressful
Different lighting angles have completely different visual effects. Armani's perfume counter, the light is from the bottom of the crystal glass table top, refracted to the perfume bottle, there is a kind of transparent dream. Make-up uses a ceiling light to highlight color and texture. But sometimes you can give up on prominent merchandise, which is common in high-end branded windows.
Create a sense of cleanliness
Compared to luxury goods, Volkswagen brands tend to have more products, and their display is more crowded, so they need a brighter consumer environment. Maybelline is the brightest of the many counters, with small spotlights in each layer, and a white light strip to differentiate the crowded product line. ShuUemura of Harbour City, Hong Kong installed a blue light strip on the black counter. This strip of light without any actual lighting creates a dynamic, streamlined pattern that allows the scattered products on the counter to be integrated into one.
Edit: bober
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