How does light facilitate personal communication?
Optimising consultation with light
Good communication via high visual comfort: promoting discussions between the seller and the customer
Inviting to discuss with light
Individual advice and consultation is the strength of the over-the-counter retail trade. In such cases light not only facilitates this communication but also emphasises the brand message. Pleasant, uniform lighting at face height is a part of this. Vertical lighting in the background also increases the general visual comfort.
Communicating brand messages with light
Wallwashing provides orientation and establishes a prestigious framework for discussions with the customer. Vertical surfaces can also be used here for communicating brand messages. The uniform distribution of light on the vertical plane is important in this context.
Accenting details with light
Accenting light, e.g. for promotion purposes, enables further messages to be communicated during the discussion. Spotlights with narrow light distributions achieve an intensive contrast in brightness between the object and its surroundings and therefore guide the view.
Defining zones with light
Pendant luminaires define communication zones and visually reduce the room height. This in turn creates a more intimate atmosphere compared to the surroundings. Suitable brightness on the counter is also generated with pendant luminaires. Such luminaires simultaneously achieve good facial illumination.
ERCO light guide: Shops
Planning tips for design and technology
