RETAIL LIGHTING 2010/2011 - SPITTLER Lichttechnik GmbH

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RETAIL LIGHTING
As humans our perceptions are realised through our
senses, with one of the most powerful being sight and
the use of our eyes. Therefore the correct illumination
of the retail, display and showroom area is essential.
Lighting is used to attract the customer and assist them
with their choices, in a pleasant environment leaving
them with a lasting impression. In selecting the right
lighting, a few fundamentals of the display area must
be understood.
What type of merchandise is displayed?
What price level and quality of product and services
are on offer? Who is the target customer group?
The basic lighting concept can now begin, however
it must be understood that this is the starting of the
lighting design and that the retail environment is a
working place for its sales personnel as well as a
display area for its merchandise. The use of correct
lighting can also create a feeling of well-being,
contributing to the effi ciency and motivation of
personnel, which is intrinsic to the operation of a
successful business. Although the illumination of
the general lighting area and display areas is distinct,
there are some basic principles to be respected in
order to provide a well balanced lighting scheme.
Firstly there needs to be a suffi cient basic level of
illumination on the horizontal and vertical surfaces.
The use of accent lighting to highlight merchandise
and display features.
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