Visual Merchandising: Using Lighting (post 11 of 12)

  • Lighting not only creates atmosphere, it also assists the retailer with minimising theft in the store. 

  • Illuminate merchandise from the angle a customer will see it - usually front-on.

  • Use baffles to direct lighting at merchandise - and not the customers.

  • Focussed (spot) lights should never be aimed at the floor.  (In stores such as supermarkets, general fluorescent lights will shine on floors as well.)

  • Be careful not to create glare - such as on jewellery showcases and deli-counters.

  • Conceal source lamps (use alcoves etc.) to make general lighting invisible.

  • Be aware of how type of (fluorescent) light influences the colour of merchandise.