One of the major factors which influences on sales in retail shops is an illumination.
At creation of comfortable conditions for the buyer illumination is very important component which can both to increase sales, and to reduce them. As it is known, light exposure is measured in Lux, 1 Lux = 1 Lm (Lumen) / 1 m. sq. Modern level of light exposure in shops fluctuates from 500 to 100 Lux in a horizontal plane. In simple terms, for calculations it is taken exposure of a floor.
Network giants of retail trade, demand from designers from 700 to 1000 Lux for the general level of light exposure of shop.
The general level of light exposure of a trading floor.
At calculation of light exposure of a trading floor without the trading equipment it is necessary to do a stock of an order of 25-30 % since after installation of racks and counters light exposure level decreases on 25-30 %. It occurs not only because the equipment represents barriers (shades fall) but also as it differently reflects light that often affects towards deterioration of level of light exposure. In shop simply on third becomes darker. Except simple level of light exposure the important elements as are psychological aspects of light.
Psychological influence is characterized by two factors:
- Intensity of illumination (light exposure level),
- Colour temperature of light which is expressed in Calvin's degrees
Therefore, depending on the purposes and marketing strategy of the enterprise it is possible to choose different level of light. The limit of comfort and safety for the person is in limits 500-2500 Lux. For comparison, in a cloudy day in the street 2000 Lux, in a sunny day to 10 000 Lux. The bright sunlight often forces people to blink, or to put on sun glasses. The sun also increases brightness of subjects.
Colour temperature of light.
The colour temperature of light has a strongly pronounced climatic shade. In the southern countries light with high colour temperature (t), cold, from above Calvin's 4000-6500 degrees is more preferably. After 8000 (K) the light leaves in ultra-violet area of a spectrum and becomes invisible. In the countries with more frigid climate light with warm colour temperature is perceived better – 4000-2500 of an order 4000Ê are considered to be for a zero mark of temperature.
For comparison, 4000Ê it is neutral white light. (For example, it is standard office fixtures in a false ceiling of type "Armstrong"). The colour temperature of a daylight is approximately equal 6500 K. The filament lamp 2700 K. The plug – 2200-2500 K. The colour temperature of a gas-discharge or luminescent lamp can vary in a wide range from 2000 to 9000 K. Let’s consider some types of trading floors and principles of construction of illumination in them.
Hypermarket, supermarket:
Question of principle besides the general level of light exposure of such shops (it was mentioned above), is the choice of colour temperature. The most widespread decision is neutral-white light 4000Ê.
It is important to remember that to avoid colour distortion (especially bright colours of a warm part of a spectrum – red, yellow, orange), it is recommended to apply fixtures with colour rendition factor (Ra) a minimum 80 (Ra> =80). For example, the standard luminescent lamp in office fixture has factor of a colour rendition 60. In format shops «Make itself», at a choice of screw-drivers, colour is not so important. But in departments of wall-paper, curtains, paints, decor elements such illumination cannot be applied. It is necessary to apply lamps with colour rendition factor above 80 (Ra> 80).
Clothes and footwear
Minimum level of light exposure in clothes and footwear departments is 1000 Lux. Light accents are very important, light whence undertakes and as it is distributed on shined object as how to illuminate, from which side. The excellent solution for accent illumination is light-emitting diode fixtures. In these fixtures there is no Uf-radiation which leads to burning out of shined objects (for example, clothes). However universal councils about clothes and footwear departments are not present, since it all the same work of the designer of light. First of all in clothes and footwear shops the concept of the shop is very important which influences on design and atmosphere of trading floor, stimulates purchases.
Except aforementioned rules of illumination of clothes for adults who extend and on children's clothes, it is necessary to add that in children's shops the light exposure level should be a minimum 800 Lux, lamps of warm colours (3000Ê) with high factor of a colour rendition (more than 80 %). One of important point is a joyful atmosphere of shop which is reached by high level of light exposure.
Jeweller shops
Illumination of jewelry is one of the challenges even for experts. It’s very difficult to shine stones! If to generalize rules with which help it is possible to shine precious metals it will look approximately so:
- For platinum illumination it’s necessary soft illumination
- For silver – cold tone of illumination
- For gold – warm, poured illumination
- For diamonds – bright, sparking light with set of light sources.
At illumination of jewels light-emitting diode systems are often applied. Cameras, the mobile phones, expensive writing-materials and the other expensive devices represented in closed show-windows
At accent illumination halogen lamps of flat and other closed show-windows it is important to apply lamps with diachronic a reflector which is taking away a part of heat from shined object. Otherwise under the influence of heat a paper, fabrics, plastic, a tree burst, deformed, fuse and simply spoil. Also in such lamp the Uf-filter is obligatory that the goods did not fade. An ideal variant is light-emitting diode systems of illumination which have no Uf-radiation and practically do not heat up shined space.
For illumination of trading floors and local illumination we recommend the light-emitting diode fixtures L-OFFICE 25, L-INDUSTRY 36
L-OFFICE 25 L-INDUSTRY 36
