Many people think that the most important element of window display design is the arrangement of the products. While that is true, it is the lighting that often determines whether that arrangement looks attractive and appealing or boring and ordinary. With the correct lighting, even a simple arrangement of products can look beautiful and expensive; but without it, even the most perfectly arranged display can lose most of its appeal.
In the world of visual merchandising, lighting is often considered an afterthought. But, lighting actually plays a much more important role than most people give it credit for. Lighting is not only important because of its ability to illuminate your display. Good lighting is able to create mood, atmosphere, and highlight focus points. This means that it has just as much of an impact on window displays as the layout and selection of products.
When used effectively, lighting can have a huge positive impact on displays. However, when lighting is not carefully planned, it can completely ruin an otherwise great display.
Lighting in a Window Display
Lighting is one of the most important tools in your design process. In a window, everything will be illuminated either by natural light or artificial light. So it is very likely that at least one type of light will be present on your display, and as you will see below, lighting will have a very profound impact on the look and feel of your display.
In order to use light properly, you need to know what lighting is capable of. The following sections will help you gain an understanding of how lighting in your displays can be used to help you achieve the right look.
1. Lighting Creates Focus
The position and direction of light sources can have a great impact on the focus of a display. If you use directional light sources (like spotlights), they can be used to create a hierarchy between elements within the display. This means you can direct the viewer’s attention to specific objects or areas. On the other hand, if you use more even and diffused light sources, then there will be no specific focus and the viewer will perceive the display as balanced and harmonious.
2. Lighting Creates Contrast and Depth
When it comes to visual merchandising, a window display can be viewed as a stage on which to present your products. In order to make that stage feel dynamic and 3D, it is important to use shadows and highlights in the right way to create contrast. Shadows are your tools to creating that contrast, so don’t fear them! They are what creates depth and makes a display look alive. When used properly, they help give a sense of scale and perspective. If you have light on both your front plane and your background plane, this will increase the difference between the planes.
3. Lighting Affects Mood
Lighting will have a huge impact on the overall mood in the display. The temperature of your light can change the way your customer will perceive the products. For example, warmer light can make things feel more comfortable and inviting, whereas cooler light makes things feel more minimal. You want to make sure that your light’s color temperature corresponds with your message and brand identity. Even minor adjustments to a product, such as changing the temperature of the light, can change its perception.
4. Lighting Tells Stories
Lighting is actually a great storytelling tool within a visual merchandising scheme. Light can be used to create different atmospheres, times of day and moments within a display. It is an extremely valuable element that should not be underestimated. By using lighting, your windows can tell your brand story much better than you might think.
In summary, lighting has to be planned as carefully as the layout and products. By using good lighting properly, you can greatly improve the success of your display.