The reason why you "chop hands" is not only because of the light

Have you ever had the experience of walking into a shop and seeing a wide range of goods, each of which is exquisite and gorgeous; Put on your clothes and look at the mirror, as if you have never been so beautiful or handsome... So you buy and buy like you are possessed, and wave your brush with a big hand. But when you get home, the clothes you buy will never wear out of the store

What is wrong? The reason may be that the light has given you ecstasy.

How does the light make you cut your hands?

Many times before you enter a store, you will be attracted by the exterior wall and signs of the store. It is the lighting materials such as LED bulbs, tubes and neon lights that light them, with the purpose of attracting people's attention and generating curiosity. LV is the first brand to start making exterior wall lighting. In the most prosperous part of the city, you can often see a whole silver light and a wall with LOGO color blocks. This strong visual impact allows passers-by to see his gorgeous existence from a distance.

The lights in the store can control your walking route. Because the contrast between light brightness and dark will make people's eyes unconsciously attracted. Some large stores guide consumers to go inside through logical multiple display points and details, and you don't want to leave halfway.

Color temperature is caused by different colors when light sources with different spectra illuminate the same color. Warm colors give people a bright and warm feeling, so warm colors are often used in women's clothing, while men's clothing or neutral clothing will use cooler lights. Big brands like Chanel will also adjust the color and contrast of lights for clothes of different materials to reflect the texture of the fabric.

The higher the positioning of the brand, the stronger the light contrast between the goods and the aisle, and the richer the contrast change. The reason is the rich and strong contrast. The space will present a rhythmic sense of hierarchy, allowing people to immerse in it and enjoy it slowly. On the contrary, the feeling of the store is stronger. The brightness contrast of the lights in luxury brands is usually 1:3 to 1:5, while in fast fashion brands, the contrast of C&A is only 1:2, and that of Uniqlo is lower. Only ZARA can achieve 1:3, because it is using luxury to make fashion fast.

Different lighting angles have completely different visual effects. In the perfume counter of Armani, the light is hit from below the crystal glass table top and reflected on the perfume bottle, which has a clear dream feeling. The makeup is changed to ceiling lamp to highlight the color and texture. Dior's Christmas window lets the light refract through the glass in the sculpture and the crystal stone on the ground, creating the feeling of snow. In ZARA's Christmas window, the spotlights hit the shoulders and neckties of the male models in black suits, as well as the LOGO in the background, showing an alternative fashion sense.

If there is no light, the mirror is meaningless. According to a survey, 60% of the process of customers deciding whether to buy a dress is completed in the fitting room. In order to make the clothes you try on have a "halo feeling", it should have both white light and yellow light. The white light in front of the mirror shines the clothes clearly, and the yellow light on the top of the head makes the skin look good. Therefore, the fitting room must not have only one lamp. Also ensure that the light source cannot appear in the mirror.

In addition to promoting commercial retail, the light itself can also appear in front of people in the form of artworks, which is pleasing to the eyes. The Tokyo flagship store built by PRADA at a cost of US $83 million is an example. The whole building is made of rhombus frame and glass, like a crystal glass tower. The light is refracted on the floor through the glass cover at different angles and presents complex and interlaced light and shadow. A large amount of space does not place any goods, but only shows the artistry of the building itself. After all, light and shadow are part of visual art.


*The article is from China LED Network