Modern store lighting

(Germany Bleu (BLV) Lighting and Vacuum Technology Co., Ltd. Le Gang)

Abstract: This article introduces the general principles of modern store lighting. It proposes to subdivide lighting products to achieve the best results according to different product characteristics and customer needs, such as for jewelry stores, optical shops, watch stores, etc. Select the corresponding subdivided lighting products with different color temperature, life, beam angle and other parameters to better achieve the lighting effect and meet the needs of customers.
Keywords: store lighting store lighting general lighting accent lighting

introduction

　　 China's economy has experienced rapid growth for more than 20 years, and China's commercial retail has undergone many stages of earth-shaking changes. The classification of commodity retail markets is constantly being refined, and the forms of stores are various. When people buy goods, they will go to different types of stores for different needs.

We can classify stores of different grades into the following four categories according to various factors such as the type and price of products sold in the store, the layout and decoration of the store itself, and the sales style:

(1) Community shops with small scale, low prices, and simple display of goods, such as convenience stores;
(2) Self-service shops with large scale, low prices and a large number of merchandise display, such as supermarkets, stores, etc.;
(3) Stores with higher grades, higher prices, and excellent service, focusing on store decoration;
(4) Provide top-notch luxury goods, high-quality service, and unique style of specialty stores.

The emergence of a large number of brand stores or flagship stores has made people's shopping a leisure activity and become a kind of enjoyment. At this stage, people's consumption has begun to shift from consumption patterns dominated by essential consumption to luxury consumption. In the process of consumption, people are eager to get better service at a better store, appreciate and buy better products. In the act of shopping, the psychological experience of enjoyment, entertainment, and stimulation has gradually become the subject, and the behavior of shopping in the west has become an object. In this case, the store's high-quality decoration and excellent sales service can attract customers and make them happy to come again.

Commercial lighting can have a significant impact on sales. Targeted improvement of interior layout and lighting to express the openness and friendliness of the store, can very effectively display the services provided by the store, so that it can compete for more customers and bring better benefits.

At the same time that people's perceptions and psychology of customers are becoming more and more in-depth at the time of sales, lighting technology is constantly developing. Nowadays, commercial lighting has begun to play an indispensable role in the sales process. For lighting parameters such as illumination, color rendering, color temperature, and key lighting factor, experts have set many standards and put forward many requirements.

Commercial lighting principle

An excellent store lighting design requires not only general lighting that provides an overall lighting background, but also highlight lighting that highlights the product.

A completely soft environment does not effectively promote sales. This is not a simple problem that varies from person to person. This is because the human brain ignores things that are not irritating. The stimuli of change will make the brain excited. But too many products are stimulating you, and you will feel upset. Therefore, stores should design a small number of highlights in each area to attract customers' attention.

The human perspective is more than 180 degrees, but the human vision is focused, located in the center of the line of sight. When the distance from the eye arm is long, the focus area of ​​the person is only the size of your nail. Our eyes will naturally choose brighter objects in our field of vision, depending on enhanced lighting. The way human eyes work is from one fixed point to another, so lighting designers must focus on how to gaze at the key objects you want to show. Using the contrast between light and dark can strongly enhance our natural curiosity.

Store lighting

Similar to other types of commercial lighting, the lighting of specialty stores or flagship stores also emphasizes various lighting parameters, but at the same time we should note that due to the increasingly fierce market competition in the retail industry and changes in people's purchasing behavior, the process of sales of goods In addition to focusing on the quality and price of the products, the company also emphasizes the market positioning and brand image of the brand to help people complete the experience of the purchase process.

We can subdivide the lighting of specialty stores and flagship stores into the following sections: lighting at the entrance, lighting of the window, General lighting and accent lighting for goods, checkout lighting.

1. Lighting at the entrance

At the entrance of the store, a first impression is displayed to the customer. In addition to passing on the brand characteristics of the store, the product is required to stand out from the surrounding environment.

The illumination at the entrance generally needs to be higher than the average indoor illumination, about 1.5-2 times, and the light is more concentrated. The choice of color temperature should be coordinated with the interior and different from the surrounding stores, as shown in Figure 1.

2. Window lighting

For the window, to get good results, you must control the direction of the beam, Different illumination directions can be obtained with different illumination directions. The key light and supplemental light are usually placed in the two corners of the top of the window to illuminate the product; there is light from the back, which can highlight the outline of the object and separate it from the background. It is also suitable for the illumination of transparent objects; in addition, the light from the bottom up can highlight the objects on the ground, creating a dramatic effect; finally, the entire window also needs background light for the background.

Through the comprehensive utilization of the concentrated light, it is possible to highlight the product very effectively and to achieve a good display effect.

The shop window is usually open to the street, the illumination requirements are very high, the general lighting is 500-1000lx, the key lighting is 3000-10000lx, so that one is to compete with the adjacent window, and the other is to reduce the window glass interference reflection. Impact.

In particular, if the store is facing the street, the window should be designed and installed with two sets of lighting, as shown in Figure 2. One set is for night or night, with a normal tungsten halogen lamp, and the other is for daylight to provide enough background brightness.

The light source used for window lighting is usually a tungsten halogen lamp, and the lamps used are mostly recessed spotlights or track-type spotlights that can be adjusted in angle.

3. General lighting and accent lighting

Specialty stores or flagship stores have a very good brand image and sales strategy, from the store's choice of goods and furnishings, the division of the store's space to the store's advertising posters, etc., have their distinctive features.

Although the specialty store or flagship store has a wide range of products, such as cosmetics, pharmaceuticals, food, clothing, etc., its lighting generally follows the lighting reference recommendations in Table 1.

According to a survey, the top three issues that retailers are most concerned about are: (1) improving the effectiveness of merchandise display through lighting; (2) energy saving; and (3) more light attracting more customers. .

In general, the general lighting is given, while the highlights of the booth or other store in the promotion give a focus on "charging", which is the combination of general lighting and accent lighting. In many cases, general lighting deliberately "keep a low profile", which can be a strong visual impact of accent lighting. This enables key products to be watched and prompted to buy the item. Key lighting needs to take into account the planning of goods and stores. Key lighting is generally more effective for quality products.

Some shops only give some warm lighting to the area they need, creating a secret. Very personal atmosphere. Luxurious shops with well-trained staff and exquisite merchandise, they generally use this lighting method. The use of accent lighting alone is irregular and appealing to young customers. As shown in Figure 3.

At the same time, the so-called key lighting is not just about the lighting of goods. In the evening, we unknowingly walked into the bright shopping malls. In the store, we always pay attention to the bright areas and think of the brighter areas. This means that if the innermost wall or display in the store is very large, it will prompt the customer to go to the store. Therefore, the key lighting needs to pay attention to the overall environment.

The main lamps used in store lighting are: grille lamps, spotlights, track lights, recessed downlights, etc. An important feature of commercial lighting compared to other lighting is that it takes a long time to turn on the light, generally longer than 12 hours a day, so it is necessary to install energy-saving and heat-dissipating light sources and lamps. In addition, due to the consideration of the color and texture of the product, A source of low ultraviolet radiation is required.

4. Cashier lighting

Lighting at the checkout counter is important to complete the sale. The owner and the customer have to look at the price and take the money to see the receipt, which is the final step in the sales process. And in addition to the collection, the cashier will also act as a help desk and need to provide advice and assistance to customers.

So if the lighting conditions are poor, the customer may leave a bad impression on the store. Therefore, the lighting requirements for the checkout counter will be special, vertical lighting and horizontal illumination will be required to be relatively high, in order to form a visual focus, guide customers to complete the purchase process.

In the specific design, the power of the light source can be increased, the illumination at the checkout counter can be increased, and the illumination can be concentrated; or the cashier can be highlighted by using other forms of elaborate lighting fixtures.

Common light source for modern store lighting

<br> modern halogen lighting store extensive use of spotlights and track lights, spotlights and track lights but the main use is halogen Cup, the general designer when it comes to halogen lamp life of halogen lamps are often mentioned And color temperature and other issues, the following highlights several distinctive halogen lamp cups, which are designed to subdivide the light distribution characteristics, color temperature and life for different products and different atmospheres, in modern commercial lighting, especially in specialty stores. The lighting is quite new.
The ultra-long life of the ULTRALIFE series is up to 10,000 hours. The rigorous packaging of the laser positioning and the excellent German technology make it the life expectancy of the common halogen lamp cup. At the top of the high lobby, such as the car showroom, the long-life lamp cup not only solves the problem of maintenance, but also the 100% color rendering effect that metal halide lamps can't achieve, so that the exhibits show the best real color.
WHITESTAR ultra-white high-color low-temperature cold-light reflector lamp cup, because a large amount of yellow light is filtered from the back, can achieve a color temperature of up to 6500K, plus 100% color rendering effect, making it a high-end consumer goods store such as optical shops, jewelry stores, watch stores, etc. The new darling, as shown in Figure 3.

EUROSTAR Titan Titanium-coated lamp cups, high-quality titanium oxide coatings, are not only thermally stable, moisture is not able to pass through the coating, and the reflectors are as bright as new throughout their life. In addition, exposure of ordinary dichroic lamp cups to ultraviolet light or heat will darken the reflector, while titanium coated lamp cups will not diminish during the entire lifetime. In addition, the lamp cup has a life of 5,000 hours and has the effect of preventing ultraviolet radiation.

SUPERLINE uniform light also uses titanium coating. In addition to the advantages of the above-mentioned EUROSTAR, the unique honeycomb reflector design (Figure 4) makes its light distribution quite uniform and does not appear in ordinary light cups. The stripes of the reflector. For products with a large surface area and volume, such as fashion or oil painting, it will have a good effect.

Metal halide lamp

Light-color stable low-power metal halide lamps have new applications in commercial lighting design. 20 W, 35 W and 70 W metal halide lamps are frequently used in commercial lighting. This type of metal halide lamp can be placed closer to the product than the larger metal halide lamp, providing more illumination.

TOPSPOT G12 The most important feature of the metal halide lamp for accent lighting is the axial arc, which not only improves the light utilization efficiency of the lamp, but also greatly reduces the glare. At the same time, the anti-ultraviolet design can effectively prevent the tarnish of the textile and the embrittlement of the plastic. The G12's base design makes it compact and saves installation space, and the small fixtures are more suitable for store lighting. As shown in Figure 5.

The TOPSPOT E27 open downlight is equipped with a metal halide lamp. The biggest feature of this lamp is the explosion-proof protection of the BLV patented inner cover, so that the lamp does not need to use protective glass. At the same time, it also has the axial light arc of TOPSPOT G12, which prevents UV rays and prevents the tarnishing of textiles and the embrittlement of plastics. The convenience of replacement and good illuminating quality are important reasons why the product is favored by the store.

Fiber optic light

In modern store lighting, the application of fiber optic lighting is becoming more and more frequent, and it is widely used in window lighting and showcase lighting. Compared with the conventional light source, the optical fiber can not only avoid the glare and the influence of the luminaire shape by hiding the optical fiber, but also solves the problem of the influence of heat on the commodity because the generator has a certain distance from the commodity.

However, many fiber optic sources do not efficiently converge light into the fiber. This wastes energy, and on the other hand, illumination does not achieve optimal results. As a converging fiber optic cup, FIBRE OPTIC MR16 halogen fiber optic lamp can still hit 3500 hours under the maximum lamp foot temperature. PMMA material 13mm fiber is the most incident light at 40mm from fiber. Its convergence characteristics to light are shown in Fig. 6. The FIBRE OPTIC LAMP MHR is precisely designed to allow up to 20% of the light to enter the fiber. In addition, the color temperature of this lamp is as high as 5200K. The internationally renowned Swarovski crystal store has adopted this kind of fiber optic lamp with high color temperature, which makes the crystal show the best display state under good lighting environment.

summary

In general, good design is needed in modern commercial lighting design. With the advancement of society, economic development and the increasing demand of people, humanized design is becoming more and more popular. This puts higher demands on lighting designers and lighting product producers. Lighting designers should reasonably choose the lighting according to the business location, the type of goods and the needs of customers; the lighting product producers should design according to the lighting. Higher requirements produce high quality light sources, lamps and electrical products to meet the needs of modern commercial lighting.

references

Lu Yan, Yao Mengming. Store Lighting. Fudan University Press. 2004
Zhou Taiming. Electrical Lighting Design. Fudan University Press. 2002

Editor: China Lighting Network Leaves

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