One of the most important elements of a jewelry store is the lighting effect inside the store. This is a means to highlight product effects and attract customers. Good lighting can make a jewelry store look more high-end and display products more attractive.
Generally speaking, the light source that customers come into contact with most is natural light source. Most of people’s lives and work are carried out under natural light sources. They feel the most friendly and comfortable with natural light sources. Therefore, store lighting should make full use of natural light sources as much as possible. This not only reduces costs, but also allows the product to maintain its original color under natural light.
Although the use of natural light can display the original appearance of the product and save energy, natural light sources are affected by building lighting and weather changes and are far from meeting the needs of the business site. Therefore, jewelry stores should still give priority to artificial lighting.
1. Use of lamps
Lamps used in jewelry store decoration design are divided into four types: lighting lamps, spotlights, light bars and light boxes.
Mainly used for indoor lighting in stores. If the indoor natural light is not good, lighting is the main light source. Energy-saving lamps should be chosen because they last longer.
Divided into ceiling spotlights and window spotlights. This type of lamp has a better effect on rendering the atmosphere and displaying goods. Because it needs to be lit for a long time, you should choose jewelry-specific lamps with high brightness, long life, and low light attenuation.
(3) Light strips:
Mainly used for local lighting, mostly used in counters. Their function is to increase the brightness of goods and make the packaging of goods shine. Most of these lights are LED light bars.
(4) Light box:
Mainly used for indoor advertising and outdoor shop signs. Fluorescent lamps are usually used in light boxes.
2. Lighting classification
Artificial lighting can be divided into three types: basic lighting, accent lighting and decorative lighting.
(1) Basic lighting:
Also called ambient lighting, as the name suggests, is the basic illumination provided for the environment. This type of lamp is generally installed above (on the ceiling or top frame structure) to provide a wide range of lighting. The purpose of basic lighting is to provide a certain amount of ambient lighting so that people can carry out normal activities in this environment.
If the overall brightness of the store is slightly darker, it will make people’s behavior sluggish and prone to a dull and depressing feeling, which will make customers’ psychological activities tend to be depressed and make it difficult to have the urge to shop.
If the overall brightness is too high, it will irritate customers’ eyes and make them easily feel tired, which will reduce the time they spend in the store. Therefore, basic lighting generally uses monochromatic white fluorescent lamps, which maintain a basic brightness without irritating customers, allowing customers to be in a simple, bright and comfortable shopping environment, making customers more enthusiastic about consumption.
(2) Accent lighting:This is to focus light on certain areas or products at a certain angle, so as to highlight the products and attract customers’ attention. This kind of light source is a light source that decorates the interior environment of the entire store, such as spotlights, track lights, etc., and is installed above the display cabinet or close to the products. This type of light source has a strong impact on customers’ vision, so attention should be paid to the foil and impact of brightness and color temperature on the environment and products.
(3) Decorative lighting:
Also called mood lighting, mainly creates some special lighting atmosphere in the local environment of the store through some color and dynamic changes, as well as intelligent lighting control systems, improves the shopping environment, attracts customers, and promotes sales.
Decorative lighting usually does not illuminate the items on display, but does some special lighting processing on the background of the items on display, the floor, and walls of the store. Generally speaking, the lighting in the areas where goods are not placed on the bottom wall and both sides of the wall should be darker, and the lighting in the central counter should be brighter. The windows and entrances should be accented with lighting to attract customers’ attention.
3. Light exposure method
Light illumination methods can be divided into four types: top light, oblique side light, side light and surface light.
(1) Top Light:
Light comes from directly above the product. Products illuminated by top light have a bright feeling and can fully display the color and details of the product.
(2) Oblique side light:
Refers to the light position at 45° between the light and the illuminated object. The light usually illuminates the illuminated object from an oblique direction from the left front side or the right front side. This is the most commonly used light position in counter display. Oblique side light makes jewelry have clear layers and strong three-dimensional effect.
(3) Side light:
Also known as 90° side light, the light illuminates from the side of the illuminated object, making the illuminated object have a strong contrast between light and dark. Generally not used alone, only as auxiliary light.
(4) Surface light:
Surface light coming from the front of the product will cause the product to cast a strong shadow, which should generally be avoided.
In practical applications, top light and oblique side light are often used.
4. Differentiation of lighting
The layout of a specialty store can be roughly divided into the window area, entrance, product display area and store door sign.
(1) Window lighting:
Since the position of jewelry in the window does not change much, most windows use window spotlights or gypsophila light panels that can be finely adjusted in direction. In order to prevent glare and create a window effect, the lamps in the window can generally be installed closer together, with a center-to-center distance of 30-35 centimeters. Traditional window lighting fixtures are usually installed on the top of the window. However, due to its relatively single illumination angle, some international brands currently install several sets of lights on one or both sides of the window to enrich the lighting effect of the window.
Show windows are divided into closed, semi-closed and open types. The closed type has a greater degree of freedom because it can perform relatively independent lighting arrangements. Semi-enclosed and open styles should consider the echo with the interior of the store. Since the open style is integrated with the interior of the store, the lighting configuration must be adopted according to different store forms. If you want to emphasize the window, you can increase the illumination and brightness of the window. If you want to emphasize the effect in the store, you can use certain areas in the store as accent lighting.
Window lighting must not only be beautiful, but must also meet the visual appeal of the merchandise. The brightness in the display window must be 2 to 4 times higher than that in the store, but too strong light should not be used, and the contrast between light colors should not be too large. The movement, exchange, and flashing of light should not be too fast or too intense, otherwise consumption will The patient will be dazzled, causing an uncomfortable feeling of strong stimulation.
The lighting requires soft colors and emotional appeal. At the same time, you can also use decorative lighting such as downlights and chandeliers to emphasize the characteristics of the product and give people a good psychological impression on the basis of reflecting the true appearance of the product as much as possible.
(2) Entrance lighting:
When customers are attracted by the display window, they will consider whether to enter the store again, so the lighting design of the entrance is also very important, and the requirements for lighting design are also very high. The lighting at the entrance is bright and attracts customers to enter.
(3) Counter lighting:
For some exhibits with strong planes, rich layers, and many details that need to clearly display various parts, the projection should be reduced or the shadows should be weakened. Diffuse lighting or cross lighting with less directional direction can be used to eliminate interference caused by shadows. The lighting fixtures on the counter should have good color rendering. Spotlights can be used or recessed or column-type lighting fixtures can be used in the showcases for local lighting.
In addition, the most important part of the store’s facade display – the sign lighting, must be bright and eye-catching. Signs are usually decorated with neon lights or small floodlights. Neon lights not only illuminate signboards, but also increase the visibility of stores at night, while also creating a lively and cheerful atmosphere. Floodlighting can make the entire sign appear bright and eye-catching. Regardless of the form, the purpose is to achieve a lively atmosphere, attractiveness and other good attraction effects.
5. The magic of lighting
The light itself is advertising.
Many times when consumers walk into a store, they will be attracted by the store’s exterior wall and signboard. It is lighting materials such as LED bulbs, fluorescent tubes and neon lights that light them up.
6. Control your steps
The lighting in the store can control the walking route of consumers. Because the contrast between light and dark lights will attract people’s eyes unconsciously.
Therefore, for large stores, consumers must be guided through multiple logical display points and details, otherwise people may leave midway.
7. Create a sense of comfort
Compared with ordinary commodities, luxury goods are often more exquisite and rare, and their display is relatively concentrated, so they require a more comfortable consumption environment. Some domestic jewelry brands like the brighter the lights, but in fact this approach only takes care of one thing and loses the other.
The products are illuminated with gleaming gold, but without considering the characteristics of jewelry and shopping comfort, customers are dazzled and even annoyed. The more lights the better, but to achieve a fusion of focus and auxiliary.