Lighting is one of the design elements of stores, restaurants and other businesses that can affect consumers, customers, and even employees. Combined with other elements of the atmosphere, such as the scent of the space, the temperature, the music, etc., it has the potential to play an important role, even change the feelings and decisions of the visitors.
Businesses can use this knowledge to tempt, encourage and direct the mood and the consumers’ behaviour. On the other hand, consumers can become more aware of their influences and be able to evaluate their choices more carefully, avoiding later remorse and the stress of returns.
The effect of lighting
Numerous studies have shown that lighting has the power to encourage or discourage productivity, creativity, open-minded thinking and perception. It can also affect the taste of our food.
In the dark, we feel less connected with others, so we put less weight on what others think and we act on our authentic desires. This means that at low-levels light, our choices are based mainly on our core instincts, not on our high values.
Instead, the bright lighting inspires more practical shopping options. Very bright lighting can create intense emotional situations that lead buyers to buy items more impulsively. This is why we usually see very bright lighting in the queues of the cashiers, where shoppers usually place items of impulsive purchases.
In summary, we can say:
a) Low light
The atmosphere:
creates impulsive behaviours, searching for satisfaction
encourages larger, more expensive, more frivolous purchases
is cozy and familiar
The visitors:
feel more authentic and more creative
relax and calm
are moving at a slower pace
Products:
give the impression of very high quality, luxury, expensive
in the case of a restaurant, the food portions seem to be smaller
Suitable for:
dessert sections
high-quality and fine dining restaurants
luxury retail shops
creative spaces
return desks
b) Bright lighting
The atmosphere:
inspires more productive working habits/li>
encourages practical purchases
makes a place seem more spacious
The visitors:
handle and try more products
make careful purchases
are influenced by the opinions of sellers and other customers
Products give the impression of:
high quality and low cost
natural and healthy
Suitable for:
shops or restaurants with healthy food products
bargain sections / discount products
shops selling “practical” products, such as home or office equipment
offices
cashiers
If your retail shop or eatery business should have bright or low light, it depends on the product or service you offer and the goals you have for your corporate identity and the experience you want your visitors and your employees to have in your place.
Entrepreneurs can take advantage of all levels of lighting using dimmers that diminish the intensity of lighting and observe the impact on the behaviour of their customers or consumers.
