Lighting layout and design of high cosmetic store
Generally speaking, the light source that customers are most exposed to is the natural light source. Most of people's life and work are carried out under the natural light source. The feeling of the natural light source is the most cordial and comfortable. The light source, which not only reduces the cost, but also keeps the original color of the product under natural light.
Although the use of natural light can not only show the original appearance of the product, but also save energy, but the natural light source is affected by building lighting and weather changes, which is far from meeting the needs of the business site, so cosmetics stores should still focus on artificial lighting.
Use of lamps
The lamps used in the decoration design of cosmetics stores are divided into four types: lighting lamps, spotlights, lamps and light boxes.
Lighting lamp: mainly used for indoor lighting of the store, if the indoor natural light is not good, the lighting lamp is the main light source. Because of its long use time, energy-saving lamps should be selected.
Spotlights: divided into shelf spotlights and door head spotlights. This type of lamp has a good effect on rendering the atmosphere and displaying goods. The disadvantage is that it is easy to heat up and consumes a lot of electricity, so it is not suitable for long-term use.
Lighting: mainly used for local lighting, mostly used in the counter and on the shelf, the function is to increase the brightness of the goods and make the packaging of the goods shine. Most of these lamps are mainly fluorescent lamps.
Light box: mainly used for indoor advertising and outdoor shop signs. Fluorescent lamps are usually used in the light box.
Classification of lighting
Artificial lighting can be divided into basic lighting, accent lighting and decorative lighting.
Basic lighting, also known as ambient lighting, as the name suggests, is to provide basic illumination for the environment. These luminaires are typically mounted above (either on the ceiling or on the top frame structure) and provide a wide range of lighting. The purpose of basic lighting is to provide a certain amount of ambient lighting so that people can carry out normal activities in this environment. If the overall brightness of the storefront is slightly darker, it will make people’s behavior slow, and it is easy to produce a feeling of dullness and depression, which will make customers’ psychological activities tend to be more intense. In the downturn, it is difficult to generate the urge to shop. If the overall brightness is too high, it will stimulate the eyes of customers, make customers feel tired easily, and reduce the time spent in the store. Therefore, the basic lighting generally adopts single-color white fluorescent lamps, which not only maintains a basic brightness, but also does not stimulate customers, allowing customers to be in a simple, bright and comfortable shopping environment, and making customers more active consumption.
Accent lighting is to focus light on certain areas or commodities at a certain angle, so as to achieve the purpose of highlighting the commodities and attracting the attention of customers. This kind of light source is a light source that decorates the interior environment of the entire store, such as lanterns, string lights, palace lanterns, etc. It is installed in the container or near the goods. This type of light source has a strong impact on the customer's vision, so pay attention to the foil and impact of brightness and chromaticity on the environment and products.
Decorative lighting is also called mood lighting, mainly through some color and dynamic changes, as well as intelligent lighting control systems, etc., to create some special lighting atmosphere in the local environment of the store, improve the shopping environment, attract customers, and promote sales. Decorative lighting usually does not illuminate the displayed items, but does some special lighting treatment on the background of the displayed items, the floor and the wall of the store. In general, the lighting in the central shelf area is darker, and the lighting on the bottom wall and the two side walls is brighter, and the window and entrance should be accented to attract customers' attention.
light irradiation method
Lighting methods can be divided into four types: front light, oblique side light, metering and top light.
Front Light - The light comes from directly in front of the product. Products that are illuminated by frontal light have a bright feel and can fully display the color and details of the product. However, the three-dimensional sense and texture are poor, and it is generally used for the lighting of the shelves in the store.
Oblique side light - refers to the light position of the light and the object to be illuminated at 45°, and the light usually illuminates the object to be illuminated from the oblique orientation of the left front side or the right front side. This is the most commonly used light position in the window display, and the oblique side light irradiation makes the model and clothing distinct and three-dimensional.
Side light - also known as 90° side light, the light is illuminated from the side of the irradiated object, so that the contrast between the light and dark of the irradiated object is strong. Generally not used alone, only as auxiliary light.
Top Lighting - Light coming from the top of the product will create heavy shadows on the product and should generally be avoided.
In practical applications, front light and oblique side light are often used.
Lighting distinction
The layout of a franchise store can be roughly divided into the window area, the entrance, the shelf display area and the store sign.
Window lighting - Since the position of the models in the window varies greatly, in order to meet the frequent changes in the display of models, most of the windows use track spotlights that can adjust the direction and distance. In order to prevent glare and create a window effect, the lamps in the window are generally hidden. Traditional window lamps are usually installed at the top of the window, but due to their relatively single illumination angle, some international brands are mostly installed on one side or both sides of the window, or even install several sets of lights on the ground to enrich the lighting effect of the window.
The window is divided into closed, semi-closed and open types. The closed type has a greater degree of freedom because it can perform relatively independent lighting. Semi-closed and open-style should consider the echo with the interior of the store. Since the open type is integrated with the interior of the store, the lighting configuration should be adopted according to different storefront forms. If you want to emphasize the window, you can increase the illumination and brightness of the window; if you want to emphasize the effect in the store, you can use some areas in the store as accent lighting.
Window lighting must not only be beautiful, but also must meet the visual appeal of the product. The brightness in the window must be 2~4 times higher than that in the store, but too strong light should not be used, the contrast between the lights should not be too large, and the movement, exchange and flicker of the light should not be too fast or too intense, otherwise consumption The user will be dazzled, causing the uncomfortable feeling of strong stimulation.
Lighting requires soft and emotional colors. At the same time, decorative lighting such as downlights and chandeliers can also be used to emphasize the characteristics of the products, and to give people a good psychological impression on the basis of reflecting the true colors of the products as much as possible.
Entrance lighting - when customers are attracted by the window, they will consider whether to enter the store again, so the lighting design of the entrance is also very important, and the lighting design requirements are also very high. The lighting at the entrance is bright enough to attract customers.
Shelf lighting - For some exhibits with strong flatness, rich layers, and more details, which need to clearly display each part, the projection should be reduced or the shadow should be weakened. Diffused or crossed lighting can be used to remove distractions caused by shadows. The lighting fixtures for the shelves should have good color rendering, and spotlights or embedded or suspended straight-tube fluorescent fixtures can be used for local lighting in the shelves.
In addition, the most important part of the store's facade display - the signboard lighting, should be bright and eye-catching. Signs are generally done through neon decorations or small floodlights. The neon lights not only illuminate the sign, but also increase the visibility of the store at night, while creating a lively and cheerful atmosphere. Flood lighting can make the entire signboard bright and eye-catching. No matter which form, the purpose is to achieve a good attraction effect such as active atmosphere and attractiveness.
The magic of lighting
The light itself is advertising
In many cases, consumers will be attracted by the exterior walls and signs of the store before entering a store. It is lighting materials such as LED bulbs, fluorescent tubes and neon lights that light them. LV is the earliest brand that started to make exterior wall lighting. In the most prosperous parts of the city, you often see a whole wall of silver lights and Logo color blocks interlaced. This strong visual impact makes passers-by from far away. You can see its gorgeous presence. Later, Dior, Prada, etc. also used similar exterior wall lighting effects.
control your steps
The lights in the store can control the walking route of consumers. Because the contrast between light and dark light will make people's eyes unconsciously attracted. The most extreme example is the supermarket, where the lighting is completely uniform and the flow of people is the fastest. But usually, in order to retain customers, stores will use strong light to highlight products in specific areas.
Therefore, for a store with a large area, it is necessary to guide consumers to go through multiple logical display points and details, otherwise people may leave in the middle.
The lighting angle also matters
Different lighting angles have completely different visual effects. In Armani's perfume counter, the light comes up from the bottom of the crystal glass table and reflects on the perfume bottle, which has a translucent dreamy feeling. For make-up, overhead lights are used to accentuate color and texture. But sometimes it's okay to forgo highlighting items, a tactic that's common in high-D brand windows.
Create a sense of cleanliness
Compared with luxury goods, mass brands tend to have more products and their displays are more crowded, so they need a brighter consumption environment. Maybelline is one of the brightest among the counters. There are small spotlights on each floor, and white light strips are used to distinguish the crowded product series. ShuUemura of Harbour City in Hong Kong has installed a circle of blue glowing light strips on a black counter. This strip of light without any actual lighting effect creates a dynamic and streamlined shape that connects the scattered products on the counter into a whole.
