"It is not difficult to imagine people with ideal living conditions. Unlike retail stores of general merchandise, retail sales of household products have special requirements for the overall on-site experience. It is often necessary to create a very specific sense of scene through design to attract consumers in the shortest time. Enter and become the protagonist in the pre-set story - 'Yes, this is what I want the home to look like!' So I was moved and finally took out the wallet and took the product. But to do, in addition to the display of the furniture, the lights are here The importance of the work is high, one is visual guidance, and the other is to create an atmosphere."
- a well-known business designer
Please see the following scene. Do you think this is a real meeting room?
No matter which angle you look at, it seems to be all! No, this is actually a scene in the furniture showroom of Zhongshan Red House in Guangdong Province.
It passes the performance of the specific scene ("dressing up" a hypothetical scene), and the method that is different from the specific scene (the real living room will not hit the light completely into the seat, but the furniture display scene will be because the stool is commodity).
In fact, from the perspective of lighting, in addition to the above design perspective, will there be other considerations?
Below we will come to a specific analysis:
First, the visual guiding elements of lighting design: using lighting to create a visual orientation
1, the light moving line guide
People accept the information of the outside world, 83% are from the visual, the light is an indispensable part of attracting the visual, the naked eye has a strong phototaxis, and likes to go to the bright place, in the shop where there is no difference in the slip position. How to attract consumers to see and take the lead?
The answer is to light up!
In a store, the difference between the entrance of the store and the environment will constitute guiding lighting, attracting consumers' attention and entering the store. However, is it enough to just light up? Obviously this is not a question that is brighter than anyone, but a question of planning and order.
The first is to enter the direction, in the external public area through the gradual infiltration of light to form a visual order, so that consumers with the guidance of light, from seeing, approaching, and then entering.
For example, the lighting at the window and the entrance is an important means to guide consumers into the store.
Photo: Zhuomu Wang Dongguan World Hall No. 9 Boyuan Exhibition Hall, through the lighting to create a different level of display area of ​​the contrast between light and dark, first through the unique characteristic store to invite LOGO to attract consumer attention, and then enter with curiosity, is guiding The role of lighting. (Image courtesy of mythology)
2, the guidance of product highlights
Product guidance refers to the illuminance distribution of different areas through the design of lighting and lighting, forming a contrast between light and dark, guiding consumers' eyes to goods with high illumination, helping merchants to achieve merchandise sales.
Picture: On the stage of the drama, the contrast light is often used to “manage†the visual focus of the audience. The so-called “lights hit everyone’s eyes and seeâ€.
This is the effect of this image bed before the lights are turned.
This is the effect display after the light adjustment (the picture is provided by the myth custom lighting). Through the ceiling adjustable angle track spotlight, the carved part of the bed screen and the bed head are mainly illuminated to create a higher illumination, which will be the consumer's The gaze is the place that best reflects the value of the product.
Second, the light quality on the furniture material and characteristics of the expressive power
For products, materials, texture, and color are the most intuitive and influential factors that influence purchase behavior.
Leather texture, wood characteristics, light applicability of different materials, in fact, requires different lighting performance.
Lighting design needs to provide accurate illumination for different products, suitable brightness and angle, to produce bright and dark lighting, to correctly improve the color and texture of the product.
Different furniture materials, the way light is expressed is different:
Once again, in the lighting design of the high-end brand experience pavilion, the lighting needs to consider the color and texture of the merchandise. The lighting quality should be considered. The high color rendering lamps (usually defined as Ra greater than 90) can be used to express the nature of the object. True color. The higher the color rendering of the light source, the stronger the true color reproduction ability of the object.
Figure: The 90 color rendering index on the left is compared with the 80 color rendering index on the right. The light source with a high color rendering index can represent the natural color of the object. (provided by mythology lighting)
Third, the design method needs to grasp the rendering of the space atmosphere
As the designer said at the beginning: Creating a good consumer experience is the core purpose of the display designer.
However, there is a balance between creating an atmosphere and expressing goods, highlighting the merchandise, and the simulated atmosphere will be balanced. How to grasp it?
First of all, it is necessary to pay attention to the atmosphere and experience created by the lighting must match the positioning of the brand store.
A good experience store lighting design must be able to match the theme of the business to create a corresponding atmosphere, to convey to the consumer the commercial brand and culture of the store, the lifestyle or spiritual pursuit of the product, while attracting consumers to participate and generate emotional resonance .
First, the color temperature should be right, the lighting angle and the position of the lamp position should be correct.
Picture: The case of mythical lighting furniture lighting application Guoshou mahogany paradise, not only draws on the simple shape of Ming style furniture, but also combines the fashionable elements of modern furniture, creating a “new Ming style†style that inherits the essence of Ming style and becomes A unique strength in the new Chinese style, the series is elegant but not complicated, stylish but not exaggerated, so the overall lighting effect fully expresses the light and dark space, clean and neat, so that the visual has a rest and residency space.
The lighting designer chooses the 3000K color temperature lighting to make the whole space color softer, comfortable and tasteful.
With a narrow beam of light embellishment, the different decorative carving techniques in the furniture are brightened to better interpret the artistic atmosphere.
Secondly, the position of the lighting should pay attention to the balance between the performance of the product and the accessories. Let's take a look at a scene in the China Life Exhibition Hall. This is a typical Chinese-new study space, and the rendering of the atmosphere is already in place.
But unlike the performance of the real study, the focus of the lighting in the space will fall on the furniture and the decoration that reflects the atmosphere.
Of course, when doing key lighting to adjust the lamp position, the problem that unreasonable glare will cause discomfort to the consumer should be to attract attention.
Therefore, good lighting must guide consumers, but it is not only a simple solution to the problem of guiding consumers, but also a more comfortable experience. This requires a more detailed grasp of the ultimate motivation for generating purchases. Good light is the soul of space, just like a stage. When all the performers are ready, the difference is the smart light!
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