We all know that moths and other insects are naturally attracted to sources of light during night time when everything else is in the dark. What could be so hypnotic about light that moths are attracted to them?
Well, it has nothing to do with the moth being attracted to man-made light like incandescent light bulbs or LEDs. It is really about transverse orientation or in this case, disorientation.
Moths evolved a method of navigating at night using a relatively fixed and natural distant source of light like the moon as reference. The presence of artificial lights confuses moths. It is different for humans because we are consciously drawn towards lights.
Hence, it is not surprising why many business establishments use lighting to attract customers.
If you are a business owner, you should know some basic techniques on marketing your establishment. You may look for LED panel light suppliers or for neon light suppliers for this purpose.
1. Focus the attention of your customers
Try appealing to the basic human instinct.
Unlike moths, we are instinctively attracted to isolated and odd sources of lights mainly out of curiosity and the need to feel safe. Some light configurations can emphasize certain features of a product on display like a new mobile phone.
For instance, if you own a fashion store, you may install small LED spotlights of various colors at the base of the platform of mannequins. The lights can emphasize the new clothing and direct the attention of passers-by.
2. Stimulate the instinct to socialize
Have you ever wondered why most business signage for bars, nightclubs, discos and restaurants include brightly-colored but relatively dim lights? Well, one explanation is that these lights remind the human brain about tribal the campfires of our ancient origins.
Our main instinct when we see night lights is to assume that there are other people converging near that light source. It could be a campfire or a neon light signage of a nightclub. We usually feel safe in the company of a group.
It was around campfires where our ancestors had woven mythical stories and performed various rituals that included sacred dances. Does that remind you of a modern dance floor?
3. Remind people of food
Campfires are also associated with communal eating and feasts. You can use LED lights to simulate communal “campfires” for your restaurant. For instance, you may use dimmer lights with a red tinge for your dining area if you want to create a more intimate dining mood.
Yellow, orange and red lights can stimulate the desire of people to eat because these are the typical colors found in a campfire. Nothing could be a more direct reminder of roasting meat on a campfire than a restaurant specializing in barbeque dishes.
4. Use dynamic lighting for ads
You may either use geometric patterns for your light shows or you may use actual images either through light projection or through LED screens.
Dynamic lighting for ads on billboards or just in front of your store can stimulate the curiosity of customers. However, you should not overdo it to avoid causing headaches among your customers.
You may also use interactive lighting that allows customers to manipulate the lights and images depending on their preferences. You may even use pseudo holographic interface.
5. Know your target market
The general lighting motif for your establishment will largely depend on your target customers and your type of business. The basic types of lighting arrangements that you can use are the following:
- Simple and bright – Use simple bright lighting for warehouse discount stores. This type of lighting emphasizes the efficient and fast shopping services of these stores.
- Dramatic and vivid – You can use lights with vivid contrasts and colors for boutiques and upscale retail stores. You may also use downlights and strip lights for this purpose.
- Sparkle and dazzle – Young people typically want trendy and stylish products. You can use multi-colored sparkling and dazzling lights to attract this demographic.
Implement your plan
After identifying the type of lighting arrangement that is most appropriate for your store, you should then purchase and install all the necessary lighting fixtures, trimmings and equipment. You may consult a professional interior designer to help you make design decisions.
You can always find ways to attract potential customers by using different lighting schemes. However, you should create contrast and be specific about your target demographics.