How can brand clothing stores guide customers to pay through light hints?
The Xiaomi model, which used to win through online sales, has finally returned to offline since last year. The e-commerce boom has gradually receded, and "shop merchants" have become competitive bargaining chips again.
So, does the apparel industry also show such a trend?
I think it is. Therefore, more and more clothing merchants are beginning to attach importance to experiential services to create a relaxed and fun shopping environment.
The brand image and sales volume of an experiential clothing store depends on many factors. Such as geographic location, brand awareness, clothing quality, indoor environment, display methods, etc. In addition, another factor also plays a key role-although it cannot determine the direct purchase behavior of customers, it can increase customer attention and convey The tone of the brand, bringing customers closer to the brand, is the effect brought by the light environment.
"Double the temperament and use the right lighting", 6 small lighting design skills, to share with everyone. See how the lighting designer uses light skillfully to attract customers' attention, and allow customers to recognize the value and taste of the clothing brand, thereby promoting product sales.
1/7 Entrance light, attract customers to stop
In many cases, consumers pay attention to a store. Apart from the charm of the brand itself, they are also attracted by the store's exterior wall design and entrance logo, and it is the light that illuminates them. As a lighting designer, on the basis of fully understanding the brand culture and VI image, an exclusive light will be specially customized for the entrance wall and logo to create a visual impact, so that consumers are willing to stop when they pass by, and have a good impression of the store.
2/7 Window light, increase the rate of customers entering the store
In addition to the lights at the entrance of the store, there are also display windows that attract customers' attention. Excellent window lighting allows customers to pay attention in front of the window, and it is very likely to get more opportunities to enter the store.
So how to show the charm of the window through the design of lighting?
The most basic thing is to see through the display method that the window originally intended to express, and choose the appropriate color tone, brightness, and lighting method according to the window setting, props, background screen decoration, etc. At this time, we must combine the brand image and window theme to match the appropriate lighting to create a comfortable atmosphere in a specific environment.
Lighting designers design different light scenes according to different window styles. The window style is childlike and lively, and the design of the window needs higher display and higher illuminance; the window style is simple and fashionable, you must weaken the background and focus the light on the model; the window style is noble and luxurious , You need low color temperature lights, appropriate contrast, and better display the taste of the goods.
Of course, there are also some themes, and the form of light expression will be formulated according to the different feelings of spring, summer, autumn and winter to form different window auras.
Design the lamps according to the needs of the window. The lighting takes the theme of the window as the starting point, and aims to create a beautiful and gorgeous lighting environment to enhance the effect of the window. Generally, the lamps used are LED track spotlights. The distinguishing feature of LED track spotlights is that they can move on the track and change the direction of illumination. According to the change of the window design, the track spotlight can be adjusted to a suitable position more conveniently.
In short, after attracting customers through the long-distance entrance lights, the image of the brand store is displayed at a close distance through the window, and the customers are attracted into the store in a simple and direct way of display.
The main points of the window lighting design:
1. The key lighting area is generally 500-1500lux;
2. Good color rendering;
3. Strong three-dimensional feeling. Usually use 5000-6000K white light, the color rendering index Ra≥90 is better.
3/7 Ambient light to extend the stay time of customers
Through the image of the store’s facade and the excellent window lighting design, customers have been successfully attracted to the store. Then, the shopping environment echoing in the store will be thoroughly considered according to the store’s positioning, interior decoration and spatial relationship. The ambient light runs through the entire store space, and the most basic light is to be soft and non-glare. Usually, the ambient light adopts lighting technology such as diffusion or secondary reflection, and the lighting effect is achieved through concealed installation, surface installation or hoisting type lamps.
On the basis of ambient lighting, there are also some specially designed lighting scenes. For example, use crystal lights, decorative lights, fiber optic lights, color-changing light strips, etc., to enrich the sense of hierarchy in the space.
Of course, different theme shops should have different design skills, but in the design of this scene, the only constant is that the designer should pay the most attention: the relationship between goods, people and space, rather than just highlighting a certain product. The purpose is to guide consumers' shopping behavior through the contrast effect of light and darkness and the change of light color, in conjunction with the store display.
Key points of environmental lighting design:
1. The basic lighting area is usually 50-150lux;
2. Appropriate uniformity;
3. Pay attention to controlling glare, UGR should be less than 19.
4/7 Focus light, close the distance with the product
An excellent shop lighting design requires a combination of basic lighting and accent lighting. The basic lighting meets the illumination requirements of the entire store, while the accent lighting highlights the texture and grade of certain areas or products, which can directly attract customers' attention to the materials and details of the products, allowing customers to experience the quality of the products.
In the design of the key lighting scene, there is a basic principle that needs to be followed, and that is to do a good job of color reproduction. Today's LED lamps can already improve the color reproduction ability of a single color, such as red, blue or yellow, and improve the image and attractiveness of the product.
In accent lighting, LED track lights, spotlights, etc., which can control the projection angle and irradiation range are usually used. If the focus is on a wall or a shelf and other scenes, wall washer lamps are needed to emphasize.
In the lighting scene of the shop, glare is taboo! The presence of glare seriously interferes with customers' observation ability and affects shopping mood.
Key points of lighting design for store key lighting:
1. Choose the right angle and projection direction according to the product;
2. The transition relationship between primary and secondary spots;
3. The ratio of contrast with ambient light is controlled at about 1:3.
5/7 Fitting room light reflects the overall beauty of customers
Although the fitting room only occupies a small corner in the entire store space, it is responsible for the most important part of the transaction. Most of the decision-making behaviors are generated in the fitting room.
The lighting of the fitting room is very important. It is hoped to present the comfort under the curtain and the beauty of the fitting person in the mirror. The image in the mirror must be clear, the facial light and shadow are naturally ruddy, and the color of the clothing is real.
Key points of lighting design for fitting room:
1. Sufficient vertical illumination;
2. Good color rendering;
3. Appropriate contrast;
4. Strong three-dimensional effect. Use 3000K-4000K warm yellow or warm white lights, with a color rendering index Ra≥90, so that the overall environment of the fitting room is comfortable and pleasant, allowing customers to appreciate the clothes and observe the whole body collocation.
6/7 The cashier counter is light, increasing customers' desire to buy
The lighting design of the cash register is extremely critical, but it is often overlooked.
Most of the time, clothing stores will set up the cashier at the mid-to-long end or at the end to allow customers to see more products, thereby increasing the probability of purchase. The cash register is mainly to highlight the corporate brand image, and comfortable lighting can leave customers with a good service impression. The light here needs relatively high illuminance, and the glare is strictly controlled.
For the above six points, it is important to note that the main color of the ambient light is based on VI, and the accent light is usually a little bit staggered from the ambient light. It is usually emphasized and evolved through the transition between light and dark or reasonable contrast.
Key points of the lighting design of the cash register:
1. Strictly control glare
2. The operating surface should reach 200-300lux;
7/7 The difference between high-end and ordinary shop lighting design
Finally, let's talk about the difference in lighting design between high-end stores and ordinary stores.
First of all, we must fully understand what the high-end stores sell, why are they high-end, and how to present them?
The interior decoration of high-end stores has a higher level, the products sold are of high quality, and the requirements for the light environment are higher. Usually the color temperature used is relatively low, and too many colors cannot be used. At this time, soft background light and stronger focus light are generally used to highlight some details, and precise light and shadow control are used to make people's attention at the advanced level. On the details of the product.
How can mid-range shops sell more advanced? Our method is not to pay too much attention to or even weaken the details, use the appropriate contrast to make the image and color of the clothing as prominent as possible.
There is often a misunderstanding, too much emphasis on the contrast of light, in fact, the contrast is too high but not good. In the design process, we must specifically look at the size of the product, the proportion of the space position, etc., to determine a reasonable contrast.
In the selection of color rendering, it is interesting to do that, for example, VI is blue and hopes to increase the saturation of blue, then the color rendering index of blue can be increased singly. If the VI is very rich, then each index must be very high.
in conclusion:
Although the lighting in all links plays an important role from the entrance to the checkout counter, the ambient light design of the store is actually designed through the relationship between space, environment, products, and customers, which makes a deep impression on the brand and allows customers to recognize the clothing. Brand value, buying goods is a matter of course.
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