In retail design, the use of light is extremely important. It affects retail identity but also the perception of the physical store. For instance, through the use of vertical lighting surfaces, it is possible to increase the impression of depth so consumers will perceive the space larger 😉
Lighting strongly impacts consumer behaviour. Studies have shown that the use of brighter lighting in-store can influence shoppers to examine and handle the merchandise more but dim lights can instead increase impulsive behaviour. The dim lights, in fact, lead to a decrease of control and self-awareness following which the consumer feels the desire to take control and therefore, becomes more willing to spend more money.
Interesting is also the combination of colour and lighting. In fact, it has been shown that when blue interiors are associated with brighter lighting, consumers have a more favourable evaluation of the surroundings, higher store patronage intentions, higher purchase intentions and more price fairness perceptions. These results, however, nullify when the bright lighting is associated with an orange interior. Instead, the orange interiors must be associated with soft lights as this association produces the highest level of perceived price fairness. Cool right?
Lighting strongly impacts the way we perceive our surroundings. The combination of lighting with other sensory elements of the environment can be really powerful if designed well from the beginning of the project.