如何使用照明设计唤醒零售空间？

DavidC.Chen · 2017-11-20

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有了正确的光线，在正确的时间，一切都将看起来非凡。

Project: Multiple

项目名称：多个

Location: Multiple

项目位置：多个

Typology: Retail

形式：零售空间

1/5 INTRO

When setting up your retail store, there are a lot of questions to answer: how to best display your products, where certain products should go, how the general layout of your store should look, and much more.But what about lighting design? While lighting may be an afterthought for many retailers who are just starting out, retail lighting can provide much more than simple ambiance. This basic utility can also impact your sales and customer experience.

在设立零售店时，有很多问题需要回答：如何最好地展示产品，某些产品应该适合放在哪里，商店应该如何做好总体布局等等，但还有一个重要的环节：照明如何设计？虽然照明可能不是零售商首要考虑的事情，但零售照明可以有效提升氛围，影响销量和客户体验。

A recent study from Lux suggests that in-store lighting can actually help guide customers through your store, and increase the average spend per customer: “A fashion retailer in Germany saw its sales go up by around 12% compared to another local store, after it installed a new lighting schem especially designed to appeal to the personality profile of its target customers.”

Lux最近的一项研究表明，店铺照明实际上可以帮助客户引导消费，增加客人的人均消费：“一个采用了专为吸引目标客户而设计的新照明方案的德国时装零售商的销量，比另一家未采用的商店销量增长了约12％。“

“ With the right light, atthe right time, everything will look extraordinary “- Aaron Rose, Photographer

正如摄影师Aaron Rose所说：有了正确的光线，在正确的时间，一切都将看起来非凡。

So, how can you leverage your lighting design to bolster your bottom line? Let’s take a look at how you can create a lighting strategy that will work for your store and your products.

那么，如何利用照明设计来提升整体水平？我们来看看这个专为商店和产品设置的照明策略。

2/5 How to createan atmosphere?

如何塑造一个情境？

Physical aspects of your store create the overall feel of your retail experience. Light is one of the ways that retailers can create a pleasant atmosphere for their customers. How people feel when they enter your store can affect their mood, as well as how they perceive your brand and products。 Chosen lighting can have a significant emotional impact, directing shoppers to key merchandise and hugely affecting how they perceive your overall business.

商店的硬体设施营造的是零售体验中的整体感觉与心情。而灯光是零售商为客户创造愉快氛围的方式之一。人们进入商店时的心情，以及对品牌和产品的印象，与采用的照明可能会有重大的关系，灯光将引导购物者关注到关键商品，并极大地影响他们对整体品牌的印象和产品销量。

To decide what kind of atmosphere you want your lighting to create,think about how you want customers to feel when they walk in your store. Warm,soft lighting can make people feel relaxed and comfortable, while brighter lighting helps customers see products more clearly, such as in the Louis Vuitton flagship store in London:

要创造什么样的氛围，前提是必须很专心思考：当客户在商店里走动时，最想要什么样的感觉。温暖柔和的灯光可以让人感到轻松舒适，而更明亮的照明帮助客户更加清晰地看到产品，比如在路易威登伦敦的旗舰店：

As in the above example, the lighting is dimmer in the walk ways and the products arehigh lighted with bright spot lights. This lighting strategy places a visual emphasis on LV’s iconic products and draws customers immediately to shelves.

如上述示例中，照明在走道中变暗，产品则用明亮的聚光灯重点突出显示。这种将视觉重点放在LV的标志性产品上的照明手法，能快速吸引客户的眼球。

3/5 Types of Retail Lighting

零售店灯光种类

>>Ambient lighting: This refers to your store’s overall lighting concept. Ambient lighting creates the overall ![#999999]#atmosphere in your store and has the largest impact. For example, if you had a large light fixture in the center of your store, this would create the ambient lighting in the space.

环境照明：这是指商店的整体照明概念。环境照明创造了商店的整体氛围，影响最大。例如，在商店的中心布置一个大型灯具，整体的空间环境氛围便产生了。

>>Accent lighting: This “spotlight” type lighting allows store fronts to draw attention to a few products. In the Louis Vuitton example above, the store uses accent lighting to high light its luxury handbags and accessories. This technique is common in luxury stores.

重点照明：这种“聚光灯”型照明设计能够引起顾客对店内少数产品的关注。在路易威登上面的例子中，商店使用重点照明来突出其豪华手提包和配饰。这种手法在豪华店铺中很常见。

>>High-activity lighting: Traditional lighting concepts often leave stores with darkcorners and shadowy spots. But high-activity lighting focuses on covering the entire space with bright lights to eliminate the possibility that customers will miss any of your products.

高活动照明：传统的照明理念通常存在暗角和阴影点。但高活动照明的重点是用明亮的灯光覆盖整个空间，以消除客户错过任何产品的可能性。

4/5 Why Bulbs Matter？

为什么灯的选择很重要？

Traditionally, brick-and-mortar locations have relied heavily on florescent lights for their stores, but recently many retailers have switched to LED lighting. LED lighting is a cost-effective, energy efficient option for your retail store. In the article Use Lighting to Make Your Retail Products Shine, proprietors from lighting store Premier Lighting state that: “While any type of lighting is useful, store owners are particularly seeing measurable benefits from using LED lights. These types of lights are bright, small, and illuminate targeted areas — all traits you need in lights intended for retail spaces.”

传统的实体店非常依赖荧光灯，但近年许多零售商已经转向LED照明。 LED照明是零售商店的高性价比、节能的选择。照明商店Premier Lighting的所有者声明："虽然任何类型的照明都是有用的，但店主看到使用LED灯具有特别可观的好处。LED灯明亮、小型化，能够精准照亮目标区域等等所有零售空间需要的特征。"

So, how should you use LED lighting in your store? You may need to try different types of lights in your store to see what best suits the environment that you’ve created, as well as what shows off your products in the best light.Walk through your competitor's’ stores and see how they’re lighting their products and/or test different lighting strategies in your own store to see what shows your products in the best light. Also, don’t be tied to only one type of light — many retail stores mix and match different types of lighting throughout the store to get the best of both worlds.

那么应该如何在商店中使用LED照明？在商店中可能需要尝试不同类型的灯光，以了解最适合品牌创建的环境，以及在最佳光线下展示产品。可以多途径了解如何照亮自己的产品或在自己的商店中测试不同的照明策略，从而使产品在最好的光照中呈现。另外，不一定要仅限于某一种类型的灯具，许多零售商店在整个店铺中混合搭配不同类型的照明，也可以实现非常好的效果。

Not every product and display is creating equally — you can’t highlight every area of thestore with contrast lighting because then there wouldn’t actually be any contrast. By using strong contrast sparingly, you can focus on drawing your customers to sales areas, new items, or high-ticket products.

不是所有的产品都平等展示——所以不能用同样的亮度照亮商店的每个区域，因为这样反而不会形成任何的对比。而应该恰当地通过对比度，引导客户专注销售区域中的新产品或高价产品。

For wide displays where you want to highlight a large area, instead of pinpointing a single product, try backlighting your displays. Softer backlighting is particularly effective at drawing attention to shelves that are lower to the ground and might other wise be overlooked.

对于要大面积重点突出的产品展示，可以尝试背打灯或是间接光源。更柔和的背光会特别有效地引起人们对架子上摆放较低位产品的关注，否则可能容易被忽视。

Backlighting also works to keep customers lingering at the shelves longer as they navigate through the items on each shelf. Additionally, backlighting can be used to achieve a softer, more intimate environment, as the lack of sharp contrast ismore appealing to the eye: “Wide-area backlighting of shelves produces a more attractive effect than accent lighting only.”

背光照明还可以拉长客户浏览商品时的时间。此外，背光还可用于实现更柔和、更亲密的环境，因为缺乏吸引眼球的鲜明对比度,：宽范围的背景照明可以产生比重点照明更有吸引力的效果。

Lighting is part of a larger in-store strategy for your retail business and your brand. Now you better understand that the right lighting can help boost sales and create a great customer experience for your store.

总而言之，照明设计是零售店铺店内设计策略的一部分。正确的照明设计可以帮助提升品牌销量，亦能为品牌商店创造更良好的客户体验。