Lighting the Way to Sales

If you want to display your products to their best advantage, the most important element of your store's design may be its lighting. Unfortunately, lighting is often the most neglected component of store design. Lighting designers say proper lighting attracts more shoppers into the store, helps sell product—particularly items like jewelry—and enhances a store's image. Superior lighting is more expensive, but designers argue that increased business will offset higher costs. "We found that the cost of the new lighting is always offset by increased sales and sometimes a reduction in the amount of money spent in the operation of the lights," says Gary Gordon, principal of Gary Gordon LLC, a New York City-based architectural lighting firm. "They're more efficient, and the watts that are used are used wisely in proper places for specific tasks rather than just being thrown about." Go

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