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LIGHTFAIR INTERNATIONAL SEMINAR PREVIEW
Merchandising
Retail Environments
with Light
Helmut O. Paidasch offers insight into creating a
more customer-friendly retail environment, by addressing
three aspects: visual comfort, display and ambience.
THURSDAY, MAY 31, 2001, 8:30 - 10:00 AM
In today’s competitive market, it is
essential for every retailer, large or
small, to consider all items of his store as
an attraction to draw the attention of
prospective customers.
Architects and interior designers
must capture the aesthetically pleasing
surroundings coupled with captivating
and imaginary interior design. Shopping
centers and large department
stores are no longer focused on single
shopping activities, but have become
centers of meeting places and emulate
the plaza environment.
Light is a fundamental prerequisite in
the retail environment. It determines
form, color and texture, and also creates
ambience, which can enhance or detract
from merchandising on display.
In the ’80s and ’90s, the retail industry
witnessed an exceptional increase in
the development and application of
lamps and luminaires (fixtures). In
these years, shopping centers expanded
with ever-increasing fervor, placing
innovative demands on the skills of the
lighting designer. Architectural designs
for shopping malls and retail centers
influenced by the continuous change in
fashion trends, have contributed to a
heightened recognition of the importance
of lighting.
It is now well established that good
lighting is fundamental for successful
salesmanship; it sets the mood and
reflects the enterprising attitude of the
retail outlet. It will give the retailer a
competitive edge and can also create a
corporate image.
Technological advancements are now
presenting the lighting designer with
solutions to meet new challenges. These
developments are augmented by the
awareness of architects and store designers
that good lighting not only contributes
to the overall image of the retail
outlet, but also attracts prospective customers
to stop and shop.
The lighting designer must consider
and be aware at all times that the visual
effect on customers is of paramount
importance. Generally there are three
aspects to consider: visual comfort, visual
display and visual ambience.
Visual comfort: suggests no glare, good
color rendering and adequate illumination
for the items on display. Glare mostly
comes in two forms — disability glare
or discomfort glare — and it can be
direct or reflected. The most common
manifestation of glare is produced by
luminance directly within one’s visual
field, and is greater than the luminance
to which the eyes have already adapted.
Glare causes reduced visibility, discomfort
and irritation, not only to customers
but sales staff as well. Glare in the shopping
environment is attributed mainly
from luminaries, lamps or both. In most
cases, it can be corrected by aiming
adjustments. The introduction of controlled
glare in a lighting installation can
contribute sparkle.
Visual display: requires satisfactory
lighting levels so that color, fabric and
merchandise is easy recognizable. Fabric
and texture may look the same under
(left) An optimum level of visual comfort means no glare, with good color rendering and adequate illumination for the items on display.
(right) Visual ambience is the overall impression the customers perceive when entering the store. Low, soft illumination should invite the shopper
into the store, where more colorful, elegant displays await.
80 LD+A/May 2001 www.iesna.org