The way lighting affects human is a known principle. From the way light exposure helps with our moods to the way it helps regulate sleep cycles, lighting plays a big role in our everyday life. When it comes to the realm of shopping, many people wonder if lighting plays a role there, too. Does certain lighting make people buy more? What techniques are used to encourage this relationship? Let’s take a closer look at this interesting topic.
Does certain lighting make people buy more?
The answer is a resounding yes to this question. The idea that people are influenced by the environment inside the store, including the lighting, isn’t news to anyone. In fact, according to an article in Lux Review, a store set out to test the theory of how much lighting plays a role in shopping. They found that, “a fashion retailer in Germany saw its sales go up by around 12 per cent compared to another local store, after it installed a new lighting scheme specially designed to appeal to the personality profile of its target customers.” While this is one instance, there are lots of other studies done that report on the way lighting can play a role in a person’s mood, as well as the fact that people are more willing to spend money when they are in a relaxed mood.
What are the techniques?
There are several techniques used to encourage shoppers to purchase by means of lighting elements. The first and foremost technique a business can use regarding this area of lighting is to examine the color temperature. While you may think that cooler temperatures are best for showing merchandise, and this is true in terms of highlighting a product, warmer temperatures actually encourage the most spending. A good way to put this into practice to benefit your business is to use warmer lights overhead and at the register while using cooler but still closer to the warmer end of the Kelvin scale in smaller accent lights to draw attention to the product on display. You absolutely want to avoid cool temperatures on the higher end of the Kelvin scale since they create a sense of alertness which may cause shoppers to rethink a purchase.
The second technique is to use the right lumen output. The lumen output should be enough to provide adequate illumination for safety and visibility, but it shouldn’t be as bright as a doctor’s office. A general guideline is to place the highest level of lumens at the doorway to invite shoppers inside, and then place lower lumen outputs throughout the rest of the store. The key here is to remember that lumen and color temperature are two separate entities with each one having a different impact on shoppers. Lumens relate to visibility while color relates more to mood. You want to provide adequate lumens to ensure customers can see the products, but not so bright that it becomes uncomfortable to the eyes.
Placement is another technique businesses can use to their advantage. Lighting should be placed so that it creates gentle shadows to inspire a more relaxing environment. For example, lighting should be placed to highlight the product from above or behind the shelf to make sure the product is visible, but also surrounded by inviting shadows to make the shopper feel relaxed.