Lighting, as an important auxiliary role of visual performance, is widely used in every corner of the business to increase the color and texture of goods and enhance the sense of space and affinity between goods and stores.
In commodity display, the store is usually divided into three levels: VP, PP and IP, which have their own division of labor. Through the layout of different lights, the display can be more hierarchical.
VP: refers to the whole store area, which is the first impression of customers on the store;
PP: Gold display area, model, display cabinet and column area of the store;
IP: 80% of the commodity display areas highlight the quantity in the form of mass merchandising side hanging, stacking and other display forms.
VP store area
The store area is an important demonstration space to attract customers into the store. The light here emphasizes the creation of the whole atmosphere. The brightness is usually not recommended to be lower than that of the same area. Decorative lighting can be used more.
As an external display space, it is necessary to attract customers through the key lighting of exhibits and human models. Therefore, this area pays more attention to the beam angle.
Common lamp cup beam angles are 10 °, 24 ° and 38 °. The illumination range of the 10 ° angle lamp cup is very small, and the central light intensity is the largest, which can form a strong contrast on the irradiation surface; The 38 ° angle lamp cup has a large irradiation range, but the central light intensity is the smallest, and the light spot formed on the irradiation surface is relatively soft; The 24 ° angle effect is between 10 ° and 38 °. That is to say, for the lamp cup with the same power, the larger the beam angle, the smaller the central light intensity, and the softer the light spot. On the contrary, the smaller the beam angle is, the greater the central light intensity is, and the harder the light spot is.
In practice, different beam angles have their own uses.
As shown in the figure, the 10 ° angle gives people a strong visual impact with its strong light and dark contrast, and can catch people's eyes at the first time. However, under the strong light and dark contrast, the details of the object cannot be seen clearly;
A beam angle of 24 ° is much better than a beam angle of 10 °, which can show the texture of the objects and have a good visual impact;
38 ° produces a soft and delicate effect, making it easier to observe the details of the object. However, due to the large beam angle, the background and the object itself are mixed together, which is difficult to attract people's attention.
If the surrounding illumination is high, a beam angle of 10 ° may be required, because the surrounding ambient light can make up for the area it does not illuminate on the object; If the installation distance is close, 38 ° should be selected. As the distance becomes shorter, the illumination range becomes smaller and the illumination will be improved. Similarly, if the projection distance becomes longer, the beam angle of 10 ° should be selected.
PP gold display area
The gold display area, i.e. display cabinets, shelves, models and pillars of the store, is the brightest area in the store. The light in this area often uses the key light to guide customers' line of sight.
This area puts more emphasis on displaying the color and texture of commodities, fully reflects the different characteristics, materials and effects of different commodities through lighting, and increases the special atmosphere of the store space to attract the attention of buyers, so as to promote consumption. In the exhibition area, the following three lights are usually used to create effects.
Image light: mainly refers to local lighting. The image of the goods or the image of the enterprise is vividly presented in front of customers with local lighting to attract attention, aiming to highlight the unique color, material or function of the goods, and show the value of the goods, etc.
Atmosphere light: atmosphere lighting is beneficial to show the atmosphere feeling of the effect. The design of atmosphere light needs special lighting combination or special color light source, and some techniques of stage art and stage lighting can also be used for reference to achieve the design effect and purpose.
Guide light: as the name suggests, it is the lighting that guides the line of sight. The successful guiding light design has a suggestive effect, which makes consumers stop and watch, focus on a certain part of the clothes, and get the information conveyed
IP 80% commodity display area
At least 80% of the goods in the store are displayed in this area, often in the form of mass merchandising, side hanging, stacking and other display forms to highlight the momentum, forming a single variety area, generally using ordinary lighting.
Lighting light is the basic lighting of the store, that is, the lights are uniformly distributed at the top of the store, and the displayed goods are generally uniformly illuminated. In this top-down, average illumination light, the three-dimensional sense, texture and color of commodities generally give people a good visual experience and can clearly see the displayed commodities.
The types of lamps and lanterns commonly used in commercial lighting include spotlight, metal halide lamp, neon lamp, guide rail lamp, etc. because of its adjustable installation position, simple and fast disassembly and assembly, guide rail lamp has become the favorite of shop lighting.
