Lighting Concept Development
LIGHTING CONCEPT is the document that complements a store`s BRAND BOOK and describes the lighting scene, noting the following characteristics:
- Average illumination level,
- Lighting temperature,
- CRI – color rendering index,
- Proportion of general and accent light,
- Features of lighting in special sectors of the stores (cash desk, fitting rooms, promotions areas, service zones),
- Proportion of illumination level in show cases, entrance area and outside the store (shopping mall gallery or street),
- Application of visual magnets,
- Use of visual perspective principles, and
- Lighting levels in different zones.
The lighting concept is worked out with marketing specialists, architectures, and lighting engineers. It is the basis of technical task for developing lighting designs for any other stores of the brand.
Developing the lighting concept is the final stage of designing the visual image of the store. Engineering Company Nova Light creates lighting concepts according to deep understanding and studies of marketing strategies, brand positioning, store and network identity, and target audience. Incorrect lighting can easily ruin any brilliant architectural solutions, merchandising approaches, and promotion instruments inside the store.
Every lighting concept contains main parameters of the lighting image of the store, formulates it`s identification mechanism within the ecosystem outside the store, and also the core principles of combining lighting solutions with interior, sound, and aroma design.
The lighting concept should consider and accentuate the features of the goods, presented in the store, associative perception of commodity groups, materials of the goods and commercial equipment. Therefore, the goods that are associated with warmth and comfort, like leather or wood, should be lit up with warm white lighting. On the other hand, goods associated with purity and cleanness like water, house cleaning goods, or medical goods need cooler white lighting.
For the purpose of appropriate perception of price positioning of the store, we take into account peculiarities of the perception of the value of the goods by the buyers and their prices depending on proportion of general and accent light, lighting levels, and zoning. Research shows that the more important the price, the higher lighting level we use in shopping space. Vice versa, if we need to embrace the influence of brand power and other non-price motives, we should lower the average lighting level and increase lighting contrast between passes and the goods.
The lighting concept should contain zoning features of the store, like lowering lighting levels in the fitting areas to relax the customers and make them create some fantasies; or making new collection zones brighter to attract more attention to them. There are also specific rules, techniques and spectrums to the lighting of fresh fruits, fresh bakery, meat, cheese, and fish zones.
The last part of any lighting concept is to design and calculate sufficient customer pass through the shopping area using visual magnets.