How to use Psychology in Retail Lighting

Manipulating lighting can help retailers encourage consumers to spend more money. Sneaky but true.

From high end clothing boutiques to large hardware stores, lighting plays a role far beyond simple illumination for shoppers to inspect what they’re buying. In fact, lighting affects how consumers feel and, in turn, how they shop and what they buy. And electricians who have some insight into the psychology of lighting have a lot to offer.

How lighting affects shopping habits

Shopping is a sensory business. Various types of stimuli (read: smells, sounds and sights) in retail environments cause, or at least encourage, consumers to elicit a response. A classic example is the wine store and music study: playing French music led to more sales of French wine, whereas playing German music led to more sales of — you guessed it — German wine. And there’s more to it than wine snobbery. Multiple studies have shown that people are more likely to choose enjoyable products under dim lighting and practical products under brighter lights. 

What level of light suits retail?

Given the research, it’s not surprising to learn that while lighting in restaurants tends to be dim to help diners relax, in shops the lights are usually much brighter, especially in servos and discount retailers, to aid the purchase of practical goods. When it comes to upmarket clothing boutiques, there’s much more focus on showcasing the product. Very specific optics and beam types help to display a mannequin or piece of product much more clearly than general office or warehouse lighting.

Indeed, effective retail lighting is high contrast to draw consumers to products. Research that dates all the way back to the 1970s found people tend to prefer high levels of uniform brightness — brighter environments than they actually need to look at things clearly. To avoid visual fatigue but still give consumers the lighting environment they prefer, one solution posits increasing peripheral brightness with high-reflectance walls or wall lighting, or both. 

Customising lighting for retailers

The right lighting in a retail store can help shoppers navigate their way around, too – and can also attract them into the store in the first place. Research shows that when shop window lighting changes, shoppers react, with 11% more stopping and up to 19% more entering the store, so versatile window lighting can reap the rewards. 

In higher-end clothes stores, customisable fitting room lights enable customers to simulate daytime, indoor or night-time lighting, so they can recreate the environment in which they plan on wearing the item. Given that 60% of clothes buying decisions are made in the changing room, it can have a serious impact on sales conversion. 

Why lighting intensity matters

In retail environments, it’s common to find higher colour temperatures of about 4000K. But what’s more important is the colour rendering index (CRI), which measures the ability of a light source to reveal colours of objects in contrast to a natural light source. It’s the measurement of light in relation to how it affects the appearance of colour.

These days, a high CRI of at least 90 is the trend among retailers. It helps to bring out the natural colours of a fabric, the sharp hues of product packaging and enhance the freshness of fruit and vegetables. 

How commercial lighting is used in store

Lighting serves different purposes in stores – here are three different types of lighting that help retailers create the right experience.

1. Accent lighting

Accent lighting draws attention to a certain product, areas or displays throughout the store – helping products to pop and create a sense of importance. It can be installed behind displays as backlighting, or installed into cabinets.

2. Task-orientated lighting 

This is the lighting that’s used to illuminate areas where certain types of tasks are performed. Think changing rooms, checkouts, back office or storerooms. 

3. Ambient lighting 

The main source of light in-store, the ambient lighting fills the gaps between the display lighting. The ambient – or general – lighting helps customers navigate the store, and creates a welcoming feel.