How Lighting Influences Spending Habits
April 14, 2023
Ooh, that chocolate cupcake with peanut butter frosting looks amazing. It even has chocolate chips! I could eat five of them. Oh, look at those shoes! I could use another pair. You know what, I deserve to treat myself.
Why do some of us shop like this? What makes these items so enticing? One word, lighting. Not just any lighting, but the right lighting. Studies have shown that choosing the right light increases revenue across most businesses. But how does it make such a difference? Keep reading to find out how light can make a customer buy or simply walk away.
What’s the vibe of your business?
This will greatly affect which lighting you choose. For example, an electronics store like Best Buy is functional and would need a bright light so customers can compare products. Poor lighting can make text hard to read resulting in frustrated customers.
On the flip side, if you want to portray luxury, you may want your space to look moodier. Studies have shown that dim lighting can cause shoppers to purchase based on pleasure instead of need. In addition, darker lighting allows consumers to choose what they truly want without feeling judged.
What’s the focus?
You can have different types of lighting in your store for various reasons. Take Wegman’s Supermarket, the stores in general don’t use overly bright lights and are dim compared to most. This creates a sense of luxury and ease but as you shop around you notice how some areas are spotlighted. The strategically placed light focuses your attention to specific areas and products increasing interest. In addition, color temperature is used to enhance the product even further. More on this topic below.
What was that about LED lighting?
LED lights have become much more common in the past few years. You may think the reason is because of the obvious factors like versatility and energy savings, but LEDs have been proven to increase sales, too. In a 2010 study, a group of researchers retrofitted half of a grocery store with LED lights while the other half stayed the same (fluorescent lights) and tracked sales for over 21 weeks. The result was that the LED side had a 2% increase in sales. Another study found that utilizing LED’s color rendering index in promotional areas increased sales by 6%. For example, if you want to make a stand of oranges look appealing (pun intended), you’d point a brighter light at it. However, not just any bright light but one without blue tones which will make those vibrant oranges look dull.
Are you ready to influence spending habits using lighting?
Regardless, if you want shoppers to buy with their heart or with their brains, LED lighting can help increase your revenue. Contact us for more information on how LED lighting can work for you.