Affected by the epidemic, many jewelry stores on the street have started "low price" promotions to attract customers. But even for the same brand, why do some stores have particularly good business, while others have poor business? Despite the flow of people, service and other factors, in fact, many times, the store lights have unconsciously "implied" you!
For example, the common practice of many jewelry stores is to cover the display cabinets with goods, and use the extremely high color temperature and brightness to highlight them, so as to achieve the effect of attracting customers. However, this too wide contrast of light and shade may make people feel uncomfortable, even dizzy, and it is not conducive to the customer's stay time.
▲ pictures come from the Internet
So, what should we do for a good jewelry store lighting design? How to choose the right lighting for jewelry stores?
For jewelry, the role of light is extremely important. If it is used properly, it can definitely add icing on the cake to the jewelry. It can be said that few industries pay more attention to the coordination of light than the jewelry industry.
Jewelry can be divided into broad sense and narrow sense. Jewelry in the narrow sense only refers to jade products. Jewelry in the broad sense includes jewelry, handicrafts or other collections made of gold, silver and natural materials (minerals, rocks, organisms, etc.) with certain value.
Generally speaking, jewelry stores are divided into the following areas: window, image wall, display area (gold, platinum, diamond, jade and other jewelry) and negotiation area.
In the lighting design of jewelry stores, there are several points worthy of our attention:
① In the jewelry store, different areas need different lights;
② Avoid glare;
③ Avoid the damage of artificial light to jewelry;
④ All kinds of lighting design should be well grasped and do not affect the atmosphere of the transaction.
1. Window
Most of the jewelry stores are small in size, and many of them are mainly sold through counters in shopping malls. This type of counter basically has no window.
Most of the shops with windows are single shops facing the street, or they are big brand jewelry stores. For counter sales, such shops with brand awareness will pay more attention to the display of shop windows and lighting design, so as to attract potential customers and improve brand awareness.
▲ picture from rob corder
▲ picture from pinterest
When designing window lights, you should pay attention to the following points:
① Use concealed light source to avoid dazzling light;
② All lights should be focused on the exhibits in the window, rather than scattered outside the window;
③ Sufficient light intensity to reduce the impact of external light;
④ For jewelry windows, try to avoid using colored lights.
In this area, it is recommended to use adjustable seeposh embedded lamps as key lighting, and select the power, color temperature and color point of the lamps according to the classification of jewelry and the height of the window. For the jewelry display window designed inside the cabinet or inside the cabinet, soft linear light can be selected as the basic lighting.
2. Image wall
The image wall of jewelry stores is a place to show the brand tone. Many jewelry stores also spend a lot of money to hire stars as image spokesmen, and we often see these spokesmen on the wall of their stores.
Therefore, how to let the image spokesperson play a role of adding points to the store, how to influence customers' impression of the brand by highlighting the lighting design of the image wall, and how to attract more potential customers have become a major focus of our consideration.
Here, it is recommended to install a professional polarized wall washing lamp, which has a small light surface and a uniform spot on the wall.
▲ the picture is from the official website of zhouliufu jewelry
▲ picture from Jeremy
3. Negotiation area
The jewelry store negotiation area is a communication space to facilitate transactions. Therefore, the lighting design should focus on creating a relaxed communication atmosphere. The brightness of the lights should not be too high. Try to use anti glare lighting lamps with strong decoration.
In this space, a certain amount of basic lighting should be ensured to clearly illuminate the facial expressions of both sides. At the same time, the color temperature should not be too high, preferably 2700k-3500k, so as to avoid bringing a sense of indifference.
▲ pictures from oneoriginjewelry
▲ pictures from betteridge
4. Exhibition area
As a place where jewelry stores highlight product design and quality, the exhibition area is naturally more particular about lighting. Secondly, the characteristics of jewelry also determine that it has very high requirements for light sources:
① Very high lumen efficiency (80lm/w) is required;
② Low thermal radiation;
③ Good color rendering;
④ Uniform light and color, bright and lifelike color;
⑤ Try to avoid tarnishing and UV protection of textiles;
⑥ The light color is constant throughout the effective service life;
⑦ Insensitive to temperature changes; ⑧ Long service life, economical and durable.
Among them, according to different types of jewelry, it can be divided into several common light colors:
① Yellow light: it is more suitable for gold jewelry stores and counters, and the color temperature can be below 3500K. For the gold irradiation mode, the brightness shall be high and the spot shall be uniform. The warm white light with low color temperature can better present the golden color and jewel of gold. It is recommended to adopt the color temperature of 3000k-3200k, and the color rendering shall not be less than 92.
② Neutral white light: it is more suitable for display cabinets of jade, agate, amber, collectibles, cultural relics, etc. the color temperature can be about 6000K. As jadeite, amber and other jewelry materials need to highlight their exquisite luster, the brightness requirements are relatively low.
Small power and multiple light sources can be used to express the properties of jewelry with multiple sections and high reflection, forming rich highlights on the surface of jewelry and playing a glittering role. Here, it is recommended to use 7000K color temperature, and the color rendering property shall not be less than 90.
③ Sunlight white light: it is more suitable for clocks and metal art display cabinets. The color temperature can be about 7500k.
④ High white brightness: it is more suitable for diamond display cabinet, and the color temperature can be about 8000~10000k. Platinum and diamonds are rarer, and their color is more noble and cool than gold, so their price is higher. The exposure to platinum and diamonds is basically the same as that of gold, but attention should be paid to the choice of color temperature. For example, the cold white light with high color temperature can better foil the coldness and brilliance of platinum and diamonds, and the color rendering is no less than 92.
For example, the common practice of many jewelry stores is to cover the display cabinets with goods, and use the extremely high color temperature and brightness to highlight them, so as to achieve the effect of attracting customers. However, this too wide contrast of light and shade may make people feel uncomfortable, even dizzy, and it is not conducive to the customer's stay time.
▲ pictures come from the Internet
So, what should we do for a good jewelry store lighting design? How to choose the right lighting for jewelry stores?
For jewelry, the role of light is extremely important. If it is used properly, it can definitely add icing on the cake to the jewelry. It can be said that few industries pay more attention to the coordination of light than the jewelry industry.
Jewelry can be divided into broad sense and narrow sense. Jewelry in the narrow sense only refers to jade products. Jewelry in the broad sense includes jewelry, handicrafts or other collections made of gold, silver and natural materials (minerals, rocks, organisms, etc.) with certain value.
Generally speaking, jewelry stores are divided into the following areas: window, image wall, display area (gold, platinum, diamond, jade and other jewelry) and negotiation area.
In the lighting design of jewelry stores, there are several points worthy of our attention:
① In the jewelry store, different areas need different lights;
② Avoid glare;
③ Avoid the damage of artificial light to jewelry;
④ All kinds of lighting design should be well grasped and do not affect the atmosphere of the transaction.
1. Window
Most of the jewelry stores are small in size, and many of them are mainly sold through counters in shopping malls. This type of counter basically has no window.
Most of the shops with windows are single shops facing the street, or they are big brand jewelry stores. For counter sales, such shops with brand awareness will pay more attention to the display of shop windows and lighting design, so as to attract potential customers and improve brand awareness.
▲ picture from rob corder
▲ picture from pinterest
When designing window lights, you should pay attention to the following points:
① Use concealed light source to avoid dazzling light;
② All lights should be focused on the exhibits in the window, rather than scattered outside the window;
③ Sufficient light intensity to reduce the impact of external light;
④ For jewelry windows, try to avoid using colored lights.
In this area, it is recommended to use adjustable seeposh embedded lamps as key lighting, and select the power, color temperature and color point of the lamps according to the classification of jewelry and the height of the window. For the jewelry display window designed inside the cabinet or inside the cabinet, soft linear light can be selected as the basic lighting.
2. Image wall
The image wall of jewelry stores is a place to show the brand tone. Many jewelry stores also spend a lot of money to hire stars as image spokesmen, and we often see these spokesmen on the wall of their stores.
Therefore, how to let the image spokesperson play a role of adding points to the store, how to influence customers' impression of the brand by highlighting the lighting design of the image wall, and how to attract more potential customers have become a major focus of our consideration.
Here, it is recommended to install a professional polarized wall washing lamp, which has a small light surface and a uniform spot on the wall.
▲ the picture is from the official website of zhouliufu jewelry
▲ picture from Jeremy
3. Negotiation area
The jewelry store negotiation area is a communication space to facilitate transactions. Therefore, the lighting design should focus on creating a relaxed communication atmosphere. The brightness of the lights should not be too high. Try to use anti glare lighting lamps with strong decoration.
In this space, a certain amount of basic lighting should be ensured to clearly illuminate the facial expressions of both sides. At the same time, the color temperature should not be too high, preferably 2700k-3500k, so as to avoid bringing a sense of indifference.
▲ pictures from oneoriginjewelry
▲ pictures from betteridge
4. Exhibition area
As a place where jewelry stores highlight product design and quality, the exhibition area is naturally more particular about lighting. Secondly, the characteristics of jewelry also determine that it has very high requirements for light sources:
① Very high lumen efficiency (80lm/w) is required;
② Low thermal radiation;
③ Good color rendering;
④ Uniform light and color, bright and lifelike color;
⑤ Try to avoid tarnishing and UV protection of textiles;
⑥ The light color is constant throughout the effective service life;
⑦ Insensitive to temperature changes; ⑧ Long service life, economical and durable.
Among them, according to different types of jewelry, it can be divided into several common light colors:
① Yellow light: it is more suitable for gold jewelry stores and counters, and the color temperature can be below 3500K. For the gold irradiation mode, the brightness shall be high and the spot shall be uniform. The warm white light with low color temperature can better present the golden color and jewel of gold. It is recommended to adopt the color temperature of 3000k-3200k, and the color rendering shall not be less than 92.
② Neutral white light: it is more suitable for display cabinets of jade, agate, amber, collectibles, cultural relics, etc. the color temperature can be about 6000K. As jadeite, amber and other jewelry materials need to highlight their exquisite luster, the brightness requirements are relatively low.
Small power and multiple light sources can be used to express the properties of jewelry with multiple sections and high reflection, forming rich highlights on the surface of jewelry and playing a glittering role. Here, it is recommended to use 7000K color temperature, and the color rendering property shall not be less than 90.
③ Sunlight white light: it is more suitable for clocks and metal art display cabinets. The color temperature can be about 7500k.
④ High white brightness: it is more suitable for diamond display cabinet, and the color temperature can be about 8000~10000k. Platinum and diamonds are rarer, and their color is more noble and cool than gold, so their price is higher. The exposure to platinum and diamonds is basically the same as that of gold, but attention should be paid to the choice of color temperature. For example, the cold white light with high color temperature can better foil the coldness and brilliance of platinum and diamonds, and the color rendering is no less than 92.
