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Many consumers will be reluctant to admit that something as seemingly inconsequential as lighting can actually convinced them to make an unplanned purchase. But lighting is very much the key in visual marketing, whether it is with flood lighting illuminating a restaurant exterior, or neon signs outside a common hamburger joint. The fact is that, just as smell can affect our appetite and colour can influence our emotions, light can create a mood to which anyone can be attracted. That is why such importance is placed on lighting design in a retail store or showroom. Amongst the other common methods used are recess lights, and the installation of track lights, both of which are highly effective in their own ways. What is interesting, of course, is how these different lighting options actually achieve their aim of conveying a mood and enticing otherwise uninterested customers onto a premises. But, for each, there is a specific quality that allows them to do so. Flood Lights Add Confidence and Glamour There is something very attractive about confidence. A woman with confidence often has more admirers that a shy woman, while a football team that plays with confidence often the one that draws the biggest crowd. It has much to do with assertiveness, positivity and perhaps even courage, all of which are attributes that everyone wishes to have. It is the same with a business, with confidence suggesting it believes in itself and its products, convincing many to believe, even subconsciously, that the quality of products there available is high. A business that shows no hesitation in illuminating itself tastefully is, therefore, sending a message that it stands over its products. Of course, for a restaurant, there is the added need to convey comfort and homeliness and the use of warm colours, such as a gentle yellow, projects that idea. However, it also lends a degree of glamour, something that a shimmering, illuminated building conveys. Track Lighting Suggests Space and Cleanliness There is a certain type of retail unit that can take full advantage of the true effects of spotlights on tracks. Not every business can pull it off because the sight of three or more steel, chrome or brass spotlights attached to a slender rod, screwed to the ceiling, project a specific image. A traditional hardware store, for example, is unlikely to sport such a system, but a jewellery store, filled with slimline glass cabinets, shining silver and dazzling diamonds, would benefit more readily. The reason is not that the hardware store is undeserving, but that the robust nature of the store, packed with power tools, plumbing parts and tins of paint, does not match the delicate, minimalist feel of the lights themselves. However, jewellery is delicate in design, while modern, spacious clothing stores that rail against clutter do and can also benefit. Recess Lighting Suggests a Quite Confidence The only real problem with placing a series of spotlights on track, besides the arguably high costs and matching image, is the obviousness of the lights themselves. A far more subtle style is the use of recess lighting, which looks for intents and purposes as though light is coming from nowhere. The bulb, indeed the light mechanism itself, is completely hidden. The effect of having such a simplistic lighting system is to give the visitor a rather calming experience. Indeed, the fact that the lighting is so low key suggests a quiet confidence. The style, of course, is highly attractive and the even futuristic when chrome or stainless steel finishes are used, while it can complement the minimalist and contemporary looks perfectly also. Lighting is a huge influencer on consumers, not just because it can highlight specific products, as track lights can, but because it can create a specific feeling too. So, even if recessed lights are subtle and small, they can provide the gentle calm that encourages a customer to stop stressing and instead buy that new kitchen on an affordable 36 month financing deal. Or, that warm coloured flood lighting used by the local four star restaurant to illuminate its classical facade at night, can convince the passerby to book a table the following weekend. Like it or not, we are all easily seduced by lighting, not just promotional deals and prices. Kathryn Dawson writes articles for Litecraft Commercial, one of the largest lighting manufacturer and wholesalers in the UK. Litecraft Commercial supplies all types of commercial lights at up to 75 percent lower than high street prices, with special trade terms to architects, interior designers and many other industries. Contact the experts at Litecraft Commercial for information recessed lights, track lights, flood lighting and more today.
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