Lighting can have a dramatic impact on the space. It has to be functional but also complement the merchandise as well as emphasize key points throughout the store. The lighting has to be layered and of a variety of intensities and fixtures.
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In retail one hundred percent of the space must be utilized and have a purpose. The floor plan creates the circulation which then directly controls the direction of the traffic flow based on the studied psychology of consumer movement pattern within a retail space . Using style the design move clients through the store from front to back, guiding them to important displays and in the end to the cashier.
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Once the overall elements and circulation of the space has been resolved, the atmosphere and thematics of the space are created through lighting, sound, materials and visual branding. These design factors will cohesively have the biggest impact on the consumer. Therefore, the highest level of productivity will be achieved.
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Retail design is a very specialized natural sense due to the heavy demands placed on retail space. Because the primary purpose of retail space is to stock and sell product to customers, the spaces must be designed in a way that promotes an enjoyable and hassle-free shopping experience for the clientele.
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Retail designers are aware that their designs are the background to the merchandise and are only there to represent and create the best possible environment in which to reflect the merchandise to the target consumer group.