Shopping mall lighting design is the behavior of customers to purchase goods, in the process of browsing and selection, according to the customer's visual requirements and the characteristics of various products, the space in which each product is located, scientific design, in order to make customers feel comfortable Visual effects.
At the same time, reasonable illumination (commonly known as brightness), good color reproduction, suitable brightness distribution, and comfortable visual environment; through reasonable lighting design, customers' attention can be attracted to the goods, creating a comfortable shopping environment. In, stimulate customers' desire to buy. This article will focus on the lighting needs and design points in different areas of the mall.
First, illuminance, color temperature affect people's psychological feelings
Lighting not only has the function of illuminating, but also affects people's psychology: the higher the color temperature, the more refreshing the feeling will be, and the lower the temperature, the warmer. Psychologists have found that in the red environment, people's pulse will speed up, their blood pressure will rise, and their emotions will be excited and excited. In the blue environment, the pulse will slow down and the mood will be quieter. Different colors reflect different tastes, which is also related to the instinctive reaction of people seeing items. For example, when you see red or yellow, you will think of apples and oranges. Red, yellow, sweet, sour and sweet, can stimulate appetite to enhance appetite; and black green, blue-green feeling bitter, will affect appetite.
The effects of different illumination and color temperature on people's psychological reactions are very different. The spatial impression is determined by the environmental impression of color temperature and illumination. Japanese research and human psychological experience have done a lot of research work, high color temperature requires high chroma, low color temperature requires low illumination. (Table 1) The purpose of store lighting is to attract consumers' interest through “commodity visualization†by providing appropriate lighting and illumination, color temperature, color rendering and brightness changes for different goods and regions, with the help of silent language. Realize communication with customers, convey product information, service concept and brand culture to customers to achieve the purpose of promoting product sales, reducing inventory and establishing brand image.
Table 1: Comparison table of illuminance and human psychological feelings
Table 2: Comparison table of basic lighting requirements for shopping malls
In order to properly display the merchandise in front of the customer, it is very important to properly use the corresponding light to attract the customer's attention and trigger the customer's desire to purchase. The light in the store space can be considered from the two directions of "space light" which is an overall impression of the space and "light of goods" which effectively display the effect of the product. In the store lighting, the three lighting elements of ambient lighting, store lighting and decorative lighting are matched with each other, and corresponding lighting plans conforming to the concept of the store are adopted. The basic standard requirements for shopping mall lighting can be referred to (Table 2).
Second, the lighting of different areas of the mall
Design points Different types of shopping malls and different subdivisions of shopping malls have different requirements for lighting effects, so the focus of their lighting design is also different. From the perspective of the overall lighting environment, the low-end small commercial retail system, the illumination is generally 500Lux-IOOOLux, and the color temperature is generally 5500K-6500K of cool white light. The lighting system commonly used in mid-range supermarkets has an average illumination level of 250Lux-500Lux and a color temperature of 4000K-5000K. The high-end supermarket environment lighting level is relatively low, generally in the 50Lux-250Lux, by adjusting the illuminance level in the space by strengthening the key lighting and decorative lighting, producing a sharp contrast, and the color temperature is a typical warm color 2700K-3000K. At present, the main lamps and light sources used in the environment lighting of shopping malls include downlights for compact energy-saving lamps and fluorescent lamp brackets, grille lamps and metal halide lamps for T5/T8. Is the right opportunity for LEDs to enter the base lighting of shopping malls as a new generation of light sources? Experts generally believe that commercial lighting is the first universal lighting application area for LEDs. Improving luminous flux, reliability and cost performance is the key to its rapid intervention. The lighting of the mall can be further refined according to different occasions, and the requirements for lighting of different commodities are also different. (See Table 3)
Table 3: Lighting requirements for different commodities
(1) Fruits, unfamiliar and flowers
Fresh produce and flowers have the brightest colors, and pure white lighting can most directly reflect the verdant green and fragrant sweet red. Dark yellow and other dark fruits and vegetables use about 3300K warm light, green and other light-colored vegetables generally use 4500K-5500K cold white light, color rendering should be above 80. LEDs have a wide range of color temperatures, which can restore the most vivid colors of the items, increase the desire of customers to purchase, and enhance the circulation and preservation of goods.
(2) Meat and poultry
Fresh, high-quality meat and poultry products must look clean and faint pink to make the beef and mutton look fresher. Balanced lighting with warmer tones can make meat and poultry look fresher and more attractive. Using LED light source with low color temperature and red spectral composition can not only increase the color development effect of meat, but also reduce the infrared heat radiation, which is beneficial to achieve longer storage and anti-corrosion.
(3) Marine food
Fresh, high-quality fish and marine areas should be treated with cool lighting that is different from other commodity areas. The cool white lighting effect makes consumers think of the clear waters and makes the seafood look fresh from the sea. The use of high-color temperature and blue spectral components with more LED light source can not only increase the color rendering effect, but also reduce the infrared heat radiation, which is conducive to longer storage and anti-corrosion.
(4) Bake fried foods
The warm shades make the yellow baked goods look more delicious and tempting, giving a freshly baked feel. Walking into the baked goods area, consumers will find the light here turned into a pale yellow amber. The soft, yellowish lighting gives the impression of the warmth and enticing aroma of the pastry. The use of the same soft, warm lighting on the shelves further enhances the overall visual effect.
(5) Jewelry
Jewelry is a luxury item, and the price is generally expensive. Therefore, the counter is bright and eye-catching, and the harmonious indoor light clearly shows the correct color of the jewelry, showing the delicate craftsmanship and true color of the jewelry, attracting the customer's attention and making the most lure. The light of people attracts customers to buy. When choosing lighting for a jewelry store, the key factors to consider are color temperature, lighting level, flicker, infrared light, and so on. According to relevant data, jewelry can show the best appearance under the illumination of 3300K-7000K color temperature. Different jewellery requirements are different, such as gold jewelry, jade and diamond lighting requirements are very different. At present, LEDs are the new darling of jewelry lighting because of their wide color temperature range, low heat generation, and almost no UV or infrared rays.
(6) Clothing products
There are many varieties of clothing, and there are many ways to display them. The natural and warm colors have the best light effects. Generally, downlights and various adjustable angle spotlights are used for key lighting. The light source is mostly a tungsten halogen lamp and a metal halide lamp, and the color rendering property is high. However, both the tungsten halogen lamp and the metal halide lamp have the characteristics of large heat generation, and the use of high color rendering LED spotlights and LED downlights can effectively solve these problems. If the color temperature adjustment technology is applied to the clothing display lighting, it can create a cool summer and warm winter shopping atmosphere, which is of great help to the apparel promotion. Compared with tungsten halogen lamps, metal halide lamps and fluorescent tubes, LED light sources have some outstanding advantages, such as high luminous efficiency and energy saving; long life and small maintenance; wide color temperature range, simple and flexible control, dimmable color adjustment; LED does not contain mercury , almost no infrared ultraviolet rays, green and environmental protection. The aggregation performance indicators of the LED light source and the conventional light source are shown in Table 4.
Third, the owners' concerns about the use of LED and countermeasures
The lighting application of the mall is considered to be the most mature application place where LED can enter first. Although some lighting renovation projects have been started, LEDs are emerging sources, and shopping mall users still have some doubts and concerns about the application of LEDs. The main performance and problems are as follows:
Table 4: Performance indicators of LED light source and traditional light source
(1) Insufficient luminous flux, limited lighting effect
Because most of the current standard alternative light sources are used, the power-limited total luminous flux is insufficient. Countermeasures: Monolithic and modular LED luminaires are the way out; waiting for LED light effects to continue to rise.
(2) Poor color rendering, lighting quality cannot be guaranteed
Countermeasure: LED light source packaged with high color rendering phosphor; red or amber chip packaged with blue light to obtain a high color rendering light source.
(3) Reliability is not high, worry about after-sales service
At present, the quality of LED products on the market is uneven, the competition is disorderly, and the negative impact is large. Countermeasure: The production enterprise selects high-quality raw materials, technological innovation and strengthens production control; users should choose suppliers with strength and brand; expect the country to promote the effective implementation of LED lighting standards as soon as possible.
(4) The price is too high, one-time investment is high
Countermeasure: With the expansion of the market scale, the price of LEDs will drop rapidly: LED comprehensive income is high, and business models such as installment payment and EMC can be considered; the state's price subsidy for the LED industry will promote the enthusiasm of the owners.
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