Lighting Lessons

Lighting is one of most difficult and expensive aspects of store design. Many options are so pricey that retailers simply shrug their shoulders, zip up their credit cards, and live with fluorescents.

But you shouldn't. While fine for general lighting, task lights lack sizzle and are truly deadly for design.

Adding spotlights to the mix need not be terribly expensive. Fixtures that blend with the color of the ceiling virtually disappear, allowing you to buy cheaper models. Track lighting also is useful for many different ceiling situations. But don't buy your lights at the local hardware store. Juno, Lightolier, Sea Gull, Cal Lighting, Con-Tech, and Amerlux make top quality, commercial-grade lights for retailers. Visit www.visualstore.com for a file of companies.

And the next time you paint your store, remember that more light is reflected off lighter colors. If you use a dark color, you'll need to add extra lighting.

Other "points of light" to remember:

• Add attractive table lamps to cash/wrap desks.
• Make sure every lamp you sell is lit.
• Keep your windows glowing all night. Use "warm" fluorescent lightbulbs to save electricity.
• Light the front of your store more brightly than the rest; it makes a dazzling first impression.
• In a narrow store, add extra lighting in back to draw customers.

The lighting schemes pictured here can be easily adapted for any type of store, so don't let the complexity and expense get in the way of illuminating your merchandise, your employees, and your customers.