Window decoration with light. Window decoration and design. Nuances of lighting design for shop windows

There are a lot of goods and services on the domestic market, the times of commodity shortages have already passed, and in order to stand out from the general mass of entrepreneurs, you need to use advertising wisely. It is the store window that is an excellent way to attract the attention of the buyer.

The backlight varies

Thanks to the showcase, you can learn about the available range of products, discounts and sales periods. If you design it correctly, it will make people passing by want to make an impulse purchase.

According to statistics, about 70% of visitors enter a store not with a clear goal, but wanting to buy at least some thing. The spectacular design of the window makes the client want to visit the store again.

But it is impossible to decorate a shop window beautifully so that it “sells” without light, so later in the article we will talk about the correct lighting design of shop windows. With the help of light, you can divide it into several zones, create smooth transitions and shadows. Often those products that need to be sold first are highlighted.

There are several types of lighting that can be combined in any order to try to achieve greater effect. But you can use only one type from the presented ones:

1. artistic lighting;
2. accent;
3. maintaining balance.

Now let’s learn more about each type.

What you need to know about artistic lighting?

Using general light to illuminate a shop window is a bad idea because it doesn’t create emphasis. product range and there is no that same “aura”. Artistic lighting is more suitable for this purpose.

Specialists use special stands, recessed lamps and strips of LEDs, which will highlight the products with advantageous light. The client pays attention to such a display case, in particular to the lighting design of the product, and it is likely that he will leave the store with a purchase.

This method can be used to illuminate any shop windows: clothing stores, food stores, household items, furniture and shoes. Lamps can be installed on the sides (wall mount) or placed on long legs on the floor.

For artistic lighting, lamps with halogen floodlight lamps should be used; the dispersion angle of the light flux from each of them is limited to 24 degrees.

A “theatrical” backlight is created: each element is highlighted with a beam of light, and the overall picture is a contrast of light and shadow. Inside a display case, to illuminate, for example, 1 mannequin, you can use from 3 to 7 lamps, depending on their power.

Now let's talk about how to decorate a showcase using light, the main purpose of which is to reveal all the advantages of the product being sold. Most often, accent lighting is used when selling baked goods and products in a supermarket.

So fresh meat, when cooked brightly, has a natural pink color, and on bananas all the unevenness of the peel is visible, which is considered evidence of the naturalness of the product. The human brain perceives such products as useful and the client makes a purchase.

A similar light is used in the process of decorating a display case with jewelry; here, the correct light is more important than ever, in which the edges of the diamonds will “play.”

You can use spotlights with metal halide bulbs or special lamps with a mirror reflector. The lamps should have legs, which will allow the luminous flux to be adjusted depending on the height of the goods.

When choosing, it is very important to pay attention to the shades of light. Some lamps can enhance one color and weaken another, which is not always beneficial for the entrepreneur. It is best to choose halogen lamps; they have a good color rendering index, and mirror models effectively illuminate the product with sparkling white light.

The subtleties of balanced lighting

You can’t rely only on general light, otherwise all the lamps turned on in the store will look ridiculous, and the light will hurt your eyes. The lighting should be “light” - i.e. you include several general lighting chandeliers and combine this with accent lighting for storefronts.

You can also use spotlights as needed. To make balanced lighting comfortable and useful, you don’t need to think too hard. The main thing is not to make products that are too illuminated, which will look like bright spots against the background of others.

It is important that the light is as similar to daylight as possible, otherwise the buyer will be disappointed - he will see the wrong shade of the product under natural light.

Together with spotlights, you can safely use LED strips and duralight. But place them on the display window in such a way that the light does not shine in the buyer’s eyes.

If your display case has niches and shelves, furniture spotlights are best suited to help illuminate the product perfectly. And remember - in the case of shop window lighting, the rule “There is no such thing as too much light” is not entirely true. The light should only highlight the product and not blind the client.

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Carefully thought out display lighting is one of the main components of successful trade. Experts have proven that with the help of proper lighting design you can short term achieve significant profit growth and improve the company's image.

1. Increased sales. Designer lighting for a display window looks much more impressive than usual - the right perception is formed, the right mood is set, a product or installation, like a magnet, attracts the eye and makes you want to go into the store, touch the thing, try it on.
2. Increasing brand status. The windows of expensive boutiques always look better than cheaper ones due to proper lighting. Optical effects and color filters make colors more saturated, deeper, and focus attention on important details. After all, the goods on store windows are essentially very similar. Therefore, half the impression comes from the right light and surroundings.

Principles of lighting design for shop windows

More recently, to attract the attention of passers-by, it was enough to have bright lighting in the window. Today, it is difficult to stand out in this way. Almost all modern shops, boutiques, and salons take care of good lighting for both external and internal display cases. At the same time, lighting design is a rather complex task, built not only on attracting attention, but also on the correct presentation of the product, as well as on the correct placement of accents.

Several lighting systems are used in the lighting design of shop windows:

• general;
• circular;
• local;
• artistic.

The first is the main (upper) light, which allows you to see the decorations on the shop window or in the sales area. A circular system (perimeter) is used to illuminate walls and other vertical surfaces. Local (local) is used to place accents, highlight individual objects or their details. Artistic (decorative) serves as an additional decoration that attracts attention to the showcase (flexible neon, LED elements).

Nuances of lighting design for shop windows

To properly organize lighting design, existing lighting systems must be combined with each other. It is wrong when all the lamps are located exclusively on top, then the top of the installation (for example, a mannequin in clothes) is very overexposed, as a result of which not only the perception of the scenery deteriorates, but the colors of the products can fade, and sharp shadows and darkened areas are created in certain places .

It is also very important to choose the right light spectrum - warm or cold, because different light temperatures display color differently. Some shades look worse at the wrong light temperature and, as a result, do not evoke a strong desire to buy the product presented. Cold light distorts the color of warm-colored objects, for example, beige can appear dirty gray. At the same time, the warm spectrum has a similar effect on cool colors. For example, blue can give off “green”, etc.

It is also important to take into account the light reflection coefficient of objects. Darker surfaces absorb light more strongly and require a certain “reserve” of illumination. And, for example, white objects, on the contrary, need to be illuminated with a muted stream so that the edges are not blurred, and the product simply does not turn into a shapeless spot.

How to properly light shop windows

Experts do not recommend using too bright lighting in shop windows of boutiques, salons located in shopping centers, residential areas, that is, where a person has the opportunity to examine the scenery in detail. In this case, intense light is irritating. This lighting design option is appropriate for shops and supermarkets located on busy avenues in order to attract the attention of not only pedestrians moving in streams, but also motorists.

Diffused lighting will also be appropriate for display cases with small goods presented (watches, jewelry). A person will need some time to make up his mind; in this case, bright light will exert psychological pressure and cause a feeling of discomfort.

Special effects and dynamic light are appropriate for display cases showing products for teenagers and young people under 20 years of age. This category of visitors is attracted by new products and the introduction of new technologies. Here you can use the game of contrasts and color dynamics. With the help of light it is easy to create the desired mood. Make it colorful and dynamic, highlight individual compositions, cubes, circles, shapes.

The choice of the nature of the backlight also depends on the properties of the product presented on the display. For example, transparent glassware must be illuminated by separate sources - the background separately, the objects separately. It is better to decorate faceted products with colored light. For a display case with jewelry, local illumination with halogen bulbs that provide even soft light would be optimal. It is better to illuminate clothing and shoes using overhead fluorescent and local halogen lamps.

Decorative lighting elements in shop windows are usually used during holidays, promotions, and sales. These can be garlands, three-dimensional figures, flexible neon, ready-made LED inscriptions. Bright illumination is used especially intensively during the New Year and Christmas holidays.

Professional lighting design for shop windows

Our design studio is actively involved in decorating shop windows with light:

• we know all the subtleties and rules of lighting;
• We use modern high-quality equipment;
• We professionally carry out installation and connection of lighting equipment;
• We carry out the development and implementation of a turnkey project in the shortest possible time.

Call now and we will arrange primary analysis lighting for free.

You will learn:

• is it possible to increase sales of your store through lighting;
• does the lighting comply with standards (levels of vertical and horizontal illumination, is there any irritation);
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To make them look beautiful and interesting, you need to consider such points as:

Direction of the store. The display window should convey to the buyer what is sold at the point of sale. Depending on the products sold, a façade finishing concept will be developed. The windows of a boutique selling jewelry and a store selling auto parts should be completely different. After all, they attract different buyers. Experienced advertising managers always take this into account in their work. They think through the design of the store window in accordance with expectations potential clients retail outlet, taking into account the goods that are sold there;

Color. Often, inexperienced designers believe that the brighter the window sign, the better, since such design immediately attracts attention. But aggressive advertising is not suitable for every store. The buyer should not experience any dissonance between the external design of the storefronts and the internal contents of the outlet. Therefore, the selection of colors for the facade should also be entrusted to a competent specialist. He will be able to choose to decorate the window of a particular store the shades in which his advertising will be displayed;

Information content. You can often see meaningless signs and inscriptions on store windows. They do not give customers any idea of ​​what is sold in a particular location. A passerby looking at the window must immediately understand that in front of him is a bookstore, a grocery supermarket, Entertainment Center, children's Cafe. Therefore, all appealing slogans printed on it must be meaningful and understandable to a potential buyer;

Careful selection of advertising elements. The design of store windows can be complex. To make the design more attractive and original, experts may suggest using several advertising media. Possible options– signs, stickers, pointers, mannequins, goods laid out on stands. Depending on the design concept of the store display, one or more advertising elements can be selected;

Backlight. It will make the store façade brighter and more noticeable. Advantages of professional façade design for store owners By entrusting the advertising design of display windows to experienced specialists, owners of boutiques, grocery stores, and construction supermarkets have the opportunity to attract outlet a large number of consumers interested in purchasing goods. They will be able to make their store attractive in the eyes of customers.

Store facade decoration

Advertising agency "ZECHO" offers its services to store owners who want to stand out from the crowd of competitors. We provide clients with a range of services - from developing a design project for a display case to its execution.

Advertising window display design from ZECHO

• Our agency employs experienced designers and advertising specialists who are able to create a store façade design that will fully comply with the store concept. We will help create the image of your boutique;
• We design not only shop windows, but also canopies, entrances, doors;
• When developing a design project, our employees take into account the client’s wishes and offer interesting creative solutions that will make the design of shop windows more attractive to the target audience;
• Fast turnaround time for all work.

Do you want your store to become noticeable so that passers-by on the street pay attention to it? Contact our advertising agency, and we will develop for you a store facade design that will reflect the style of your store.

LEDs in shop window lighting, as in other areas of human life, are becoming increasingly popular. After all, this is a high-quality and fairly economical light source that will not allow the buyer to pass by your product. At the moment, many options for LED lighting for stores have been created, but not all of them are correct.

After all, the light of the window must attract the buyer, and for this everything must be thought out to the smallest detail. This is what we will talk about in our article.

Let's start our conversation with the types of LEDs used for lighting trading floors and showcases, and technologies for their installation. After all, the LED itself is just a light source that is built into the lighting device.

And to create high-quality lighting, we need to choose the right LEDs - after all, they come in different types, as well as purchase a lighting device and take care of proper quality management systems

LED lights

At the moment, LED lighting of shop windows is mainly carried out using two technologies - LED lamps and LED strips.

Let's look at each of these devices separately:

Learn how and where LED lighting is used in this video.

Showcase lighting schemes

LED display lighting comes in a wide variety of styles and design options. Here you should approach based on individual preferences and characteristics of the goods presented on the display cases. But there are certain rules.

In the photo - flood lighting of the showcase

• Showcase lighting can be of two types - flood and directional. Flood lighting is lighting that is uniform across the entire display area. Directional lighting is a type of lighting that creates a spot of light on individual products.
• Flood lighting is used primarily for display cases with small-sized products. For the convenience of visitors, it is usually made at the top, but options for side or bottom illumination of the product are possible.

• If combined illumination of a product is used - that is, light falls from above and from the sides, from the sides and from below, or all three options at once, then low-power directional lamps are used.

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