Are you as fascinated as I am with the quality and thought that goes into so many store designs? Are you equally mindful that in many cases the power of many quality store design is undermined by the lack of attention to aspects of lighting - in particular the layout and placement of the lighting?

In contrast to garish, over lit, or conversely, lackluster, poorly lit stores, quality, well zoned lighting can make all the difference between a forgettable transaction and a pleasurable retail experience in the mind of the customer. Further well planned lighting will guide your customers through your store and enhance your focus and your visual merchandising plans.

There are lighting experts out there and I believe that a good lighting plan is every bit as essential as a good floor plan. Focus on lighting (pardon the pun) and give it as much attention as possible. At The Retail Doctor, when we work with clients on their store design and merchandising layout we always have a lighting plan to overlay the design.

There are two key terms to be familiar with in the area of store lighting and whilst this may vary from design to design they are:

1. Lux Levels

Simply put is a measure of the brightness of light. As a rule of thumb general lighting should be around 400 to 500 lux. More intimate/conversational or browsing areas 250-300 lux, specific highlights (products/promotion) 800-1000 lux and work surfaces (for example counters) 500 Lux.

Then the next step is the colour of the lighting itself which is referred to as the Kelvin

2. Kelvin (Degrees)

This is actually the measure of the temperature of lighting although most generally we refer to it as the perceived color of lighting.

The higher the number of Kelvins the colder the light. Anything over 4000 Kelvin degrees is considered a cold light. An example would be a freezer room of 4000 Kelvins + which gives you that white/blue coldness.

As a general principle we recommend a colour (temperature) at a maximum of 3000 Kelvin degrees, with a slightly lower level (warmer) for intimate conversational areas. Shop lighting above this Kelvin level is too cold and reduces the opportunity to create warmth in the environment.

As you can see there is more complexity to store design than just having the right layout. The balance and effect of store lighting is powerful in creating the desired atmosphere and the best retailers know and understand the power of getting store ambience just right for maximum retail benefit.