Value is not a static concept. Customer needs and market requirements are constantly changing, so it is important that retailers can identify any new theory or trend that positively influences customers’ buying behavior.

Proper and modern (LED) shop lighting creates such a positive influence.

Light affects our emotions, cognition and spatial perception. Light can provide guidance, pointing the way, focusing on products and arouse desire. Light is fascinating because it is able to persuade us to make a purchase in a variety of ways. The role of modern retail lighting designer’s is to associate with art and commerce, to communicate the values of a brand and to meet the increasingly demanding needs of customers. The establishment of a retail environment and managing shoppers must be such that they support the main feature of retail: change.

This requires a complex and holistic partnership between architects and designers, between psychology, technology and ergonomics. Each element does not exist apart from the others, and a smart balance of all factors will create a holistic and successful retail experience.