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What are some of the best practices for lighting design in visual merchandising?

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Lighting is one of the most powerful tools in visual merchandising, as it can enhance the mood, atmosphere, and appeal of a display. However, lighting design is not just about brightness and color, but also about direction, contrast, and balance. In this article, you will learn some of the best practices for lighting design in visual merchandising, and how to apply them to your own displays.

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Parisa Vahab

Business Planning | Operations Management | Risk Management | Strategic Planning | Strategic Alliances | Development…
Chema Parsanz

Bridging Design & Tech for Strategic Brand Impact | Generative AI Artist & Visual Storyteller

1 Understand your goals

Before you start designing your lighting, you need to have a clear idea of what you want to achieve with your display. What is the theme, message, or story you want to convey? Who is your target audience and what are their preferences? How do you want them to feel and react when they see your display? These questions will help you define your lighting goals and choose the appropriate lighting techniques.

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Chema Parsanz

Bridging Design & Tech for Strategic Brand Impact | Generative AI Artist & Visual Storyteller
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For effective lighting design in visual merchandising, use directed lighting to highlight specific products, balance natural and artificial light, and adjust color temperature for ambiance. Layer different types of lighting for depth, be mindful of shadows, opt for sustainable solutions like LED, and consider dynamic lighting to maintain interest. Ensure your lighting reflects your brand identity, explore innovative technologies for customization, and adhere to safety standards. These practices enhance product presentation and shopping experience, creating an attractive, efficient environment.

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Parisa Vahab

Business Planning | Operations Management | Risk Management | Strategic Planning | Strategic Alliances | Development Strategy | Administrative Processes | Visual Merchandising Strategies
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Lighting is an important and practical principle because the lights themselves are a narrator of the mood of the environment and the message we want to give, and to a certain degree it expresses a specific environment.

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Garima Pandey

Lead- Visual Merchandising & Marketing
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Best practices for lighting design in visual merchandising include using a mix of ambient, accent, and task lighting to highlight products and create a welcoming atmosphere. Avoid over-lighting or harsh lighting, and regularly adjust lighting levels to maintain visual interest and emphasize focal points.

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2 Use different types of lighting

There are three main types of lighting in visual merchandising: ambient, accent, and decorative. Ambient lighting is the general illumination of the space, which creates the background and sets the tone. Accent lighting is the focused lighting that highlights specific products, features, or areas, which creates interest and attention. Decorative lighting is the lighting that adds style, personality, or flair to the display, which creates drama and excitement. You should use a combination of these types of lighting to create a balanced and harmonious display.

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Parisa Vahab

Business Planning | Operations Management | Risk Management | Strategic Planning | Strategic Alliances | Development Strategy | Administrative Processes | Visual Merchandising Strategies
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The three types of ambient, accent and decorative lighting are very helpful for the environment and attract the attention of the audience, but you should also pay attention to the color and level of brightness.

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Emilie Miquelestorena

Je con?ois pour les marques inspirantes des points de vente inoubliables et performants | Consultante merchandising et expérience client - Formatrice LSA - Ex Maisons du Monde |
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I recommend conducting intensity and color lighting tests before making a final decision. Indeed, lighting is one of the most costly aspects when designing a store, and it’s crucial to avoid mistakes that could require a complete overhaul in a few years. Work with specialized suppliers in retail lighting who can recommend the most suitable options based on your brand identity and the atmosphere you want to create. You can meet them at professional trade shows such as Euroshop in Europ and see their products in action.

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3 Create contrast and depth

Contrast and depth are essential elements of lighting design, as they create visual impact and dimension. Contrast is the difference between light and dark, which creates emphasis and hierarchy. Depth is the perception of distance and space, which creates perspective and realism. You can create contrast and depth by using different levels of brightness, colors, angles, and shadows in your lighting. For example, you can use bright and warm colors to draw attention to the foreground, and dim and cool colors to create a sense of depth in the background.

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Parisa Vahab

Business Planning | Operations Management | Risk Management | Strategic Planning | Strategic Alliances | Development Strategy | Administrative Processes | Visual Merchandising Strategies
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Playing with light and the degree of light creates an attractive environment, and a complete composition requires a lighting to have depth and volume and zoom in and zoom out.

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4 Adjust your lighting according to the season and time

Another best practice for lighting design in visual merchandising is to adapt your lighting according to the season and time of the day. This will make your display more relevant, appealing, and realistic to your customers. For example, you can use softer and warmer lighting in the winter and autumn, and brighter and cooler lighting in the spring and summer. You can also use different lighting effects to simulate different times of the day, such as sunrise, sunset, or night.

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Parisa Vahab

Business Planning | Operations Management | Risk Management | Strategic Planning | Strategic Alliances | Development Strategy | Administrative Processes | Visual Merchandising Strategies
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With lighting, you can create an environment from a dreamy environment to a scary environment, and you can easily narrate different styles.

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5 Test and evaluate your lighting

Finally, you should always test and evaluate your lighting before and after you set up your display. You should check your lighting from different angles, distances, and perspectives, and see how it affects the appearance, visibility, and readability of your display. You should also monitor your lighting regularly and make adjustments as needed, depending on the feedback, results, or changes in the environment. You should aim to create a lighting design that is consistent, effective, and attractive.

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6 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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What are some of the best practices for lighting design in visual merchandising?

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3

4

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1 Understand your goals

2 Use different types of lighting

3 Create contrast and depth

4 Adjust your lighting according to the season and time

5 Test and evaluate your lighting

6 Here’s what else to consider

Visual Merchandising

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