When a lighting designer does a residential project, is through the briefing with the client that he will have access to information critical to the success of the outcome. Among the data collected in the briefing, are the habits of the residents, their ages, activities in each area, among others. This information relates to persons who live in that environment, without that Act, in principle, change accordingly.
But when the professional has a commercial project? A store is a place where the daily flow of people is very great and varied. Although each type of trade meets a specific target audience, still are several different personalities attending the same environment. How to analyze the best lighting option?
The main goal of any trade is achieving goals and achieve good sales, this of course, maintaining customer satisfaction. These sales and targets are actually being achieved? What merchant’s concern with the final cost of energy in time to pay the Bill? And the initial investment fits in your budget? How is the maintenance of the equipment? Access to such equipment is easy? Customers identify easily the products exhibited, their colors, and can read with ease the labels and tags when necessary?
The light has collaborated as an invitation to a larger residence in establishing client?
Was thinking on these questions, especially on the last item mentioned, that the Austrian Zumtobel, one of the largest international providers of solutions in indoor and outdoor lighting, produced a profound study of lab and field in association with two prestigious research institutes: Royal Institute of Technology (KTH) in Stockholm and the University of Applied Sciences (HAW) of Hamburg.
The focus of this study was to obtain results that indicate how to increase the client’s time in the store doing it that way, he has conditions and motivation to look more carefully the products offered thereby increasing the potential of buying, and also contribute to the good mood and well being of the client to keep active during the buying process.
It’s a mistake to think that the brightness is all in one store. Contrasts, effects of light and dark are key. The light transmits emotions, creates appropriate atmospheres and facilitates the way that the client should go. Through the light it is possible to refer the client to a specific point, attracting your attention.
This research was designed to determine what factors in lighting can be decisive as the goal is to increase sales and customer traffic in retail.
The result was defined in 8 recommended items at the time of execution of a commercial lighting project:
-avoid very bright and maintain high levels of contrast.
-diffuse lighting ensures an overall feeling of well-being. Use the vertical lighting as possible to delimit the periphery of a space.
-colors convey emotions and influence the acceptance of a space; warm color temperatures make the environment look smaller and cozy, the client feels safe and protected; the lighter creates a feeling of well-being, being suitable for general lighting.
-different color temperatures must be used in conscious and balanced way in General and vertical lighting.
-There are differences of perception according to sex, age and groups of buyers. It is important to properly identify the behavior of the target audience to meet your needs and expectations.
-the showcase is the first point of contact of the customer with the store. It is not necessary on that site abuse. Here, once again, a subtle lighting can now be enough to attract the attention of the buyer.
-lower shelves usually go unnoticed; Special attention to them. Shelves with integrated lighting is recommended on all levels.
-the way the light is directed to the shelves is essential.
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