Shopping environments have changed, and with them the role of lighting design. Lighting is no longer just about function and ensuring merchandise is well lit. It is evolving into an effective branding and marketing tool, culminating in an enhanced consumer experience.
In this competitive market, retailers compete not only with each other, but also with the Internet. It is in the shops where consumers can physically experience a brand and emotionally connect with it, and good shop lighting design can facilitate this.
Light can arouse emotions and manipulate consumer behaviour. This makes it a very influential tool in shops that should not be underestimated.