Lighting is more than just a functional element in commercial design. It can also communicate your client's brand identity, create a mood, and attract customers. In this article, you'll learn how to improve your client's branding with lighting by following some simple tips and techniques.
The first step to improve your client's branding with lighting is to understand their brand values, personality, and message. What do they want to convey to their customers and employees? How do they want to stand out from their competitors? What are their goals and vision? By answering these questions, you can align your lighting design with their brand strategy and create a consistent and coherent experience.
The color of your lighting can have a significant impact on your client's branding. Different colors evoke different emotions, associations, and responses. For example, warm colors like red, orange, and yellow can create a sense of energy, excitement, and urgency, while cool colors like blue, green, and purple can create a sense of calm, trust, and professionalism. You can use color to reinforce your client's brand identity, highlight their products or services, or create contrast and interest.
Another way to improve your client's branding with lighting is to create a focal point that draws attention and curiosity. A focal point can be a logo, a sign, a display, or a feature that showcases your client's unique selling proposition or story. You can use lighting to emphasize, accentuate, or illuminate your focal point and make it stand out from the rest of the space. You can also use lighting to create a dynamic or interactive effect that engages the customers and invites them to explore more.
Lighting can also set the mood and atmosphere of your client's space and influence how customers feel and behave. You can use lighting to create different moods depending on your client's brand personality and objectives. For example, you can use bright and even lighting to create a cheerful and inviting mood, or you can use dim and soft lighting to create a cozy and intimate mood. You can also use lighting to create a sense of drama, mystery, or luxury by using shadows, contrasts, or patterns.
Finally, to improve your client's branding with lighting, you need to be consistent across all their touchpoints and channels. You need to ensure that your lighting design matches their logo, website, packaging, social media, and other marketing materials. You also need to ensure that your lighting design is appropriate for their location, industry, and target audience. By being consistent, you can create a strong and memorable brand image and identity that customers can recognize and trust.