Emotions and light

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Lighting in the retail industry plays a very significant role. It has been proven that light color, intensity, and positioning influence the way the brain processes stimuli. As a result, lighting upgrades are increasingly carried out not only in offices or factories to provide employees with maximum comfort and work quality, but above all in places where emotions are transformed into purchasing decisions. Light is everywhere we look. Where its color and intensity are subdued, our mind instinctively switches to a mode of suspicion, curiosity, and uncertainty about the surrounding situation. In contrast, where our eyes encounter a warm tone highlighting selected display elements, our brain perceives it as atmospheric stimuli that create a sense of calm. Well-chosen lighting induces a unique state of relaxation. These stimuli generate positive emotions, and it is precisely these emotions that influence purchasing decisions. Once we encourage a customer to enter the store, we must do everything possible to build the desire to touch the product, explore it, and ultimately buy it.

The emotions generated every second of our lives determine whether we feel like staying in a particular place. Retail lighting that is insufficient makes a store appear closed and uninviting. Naturally, even if we manage to attract a customer inside, but they are met with harsh lighting, they will not stay long and will leave empty-handed. Light should fill every inch of the space, provide customers with a sense of privacy, and at the same time highlight the product they desire. Customers should feel that the item they are reaching for is premium – and this effect can only be achieved through proper lighting.

In FMCG, product display on shelves is of utmost importance, and the most common mistake is using poorly selected lighting or failing to properly accentuate the display. As a result, what is meant to stand out in the foreground does not differ from the rest of the products. The ability to plan and choose lighting appropriately is extremely valuable here. Accent lighting is used to present specific products. Items on the shelf should encourage purchasing, and if we highlight them properly with lighting, customers will be more inclined to reach for them. The emotions customers experience at a given moment have a huge impact on their decisions, which is why selecting the right lighting is crucial.

Modern LED technologies can direct the light beam exactly where we want it, allowing us to guide customers through the sales floor by defining individual zones with light. Well-designed lighting makes it easier to navigate the store and ensures that what the retailer wants to highlight will not be overlooked. Our task is to present the product (literally and figuratively) in the best possible light, while also showing customers the way. Providing appropriate lighting conditions on the sales floor will put customers in the right mood, which will translate into the contents of their shopping basket.

Upgrading to LED lighting not only reduces electricity costs but also allows lighting to be tailored to the specific requirements of the facility. The type, color, and amount of light in a store are particularly important in the grocery sector. In large-format stores, lighting must be selected so that products are clearly visible without being too glaring for both customers and employees who spend many hours there. LED lighting makes it possible to adjust power levels to the specific needs of the facility.