Retail lighting design: consumer approach techniques
Presentation date: 24. October
Presentation time: 11:15
The paper addresses retail lighting design and consumer approach techniques by focusing on medium and low-cost brands of clothing stores. More comprehensively, it describes the need for a retail store to design and develop visual merchandising, while studying the behavior of consumers based on culture, social class and gender. Subsequently, it describes the relationship between lighting and marketing, and other relevant terms such as brand loyalty and brand personality, and attempts to determine how lighting and color create atmosphere in a retail store. Different ways of illuminating and displaying products in a store will be presented and how this can attract customers
Evangelia Rentziou studied Photography and Audiovisual Arts at Athens University of Applied Sciences, majoring in Artistic Photography. Part of her studies were undertaken at the National School of Fine Arts in Budapest. She holds a Master’s degree in Lighting Design from the School of Applied Arts at the Hellenic Open University (HOU). Her lighting design interests focus on the lighting design approaches used by designers and how humans are influenced by the lighting solutions realised.
She has more than ten years’ experience as a photographer, ranging from the photography of architecture and interiors to travel and commercial photography, and is a skilled photo retoucher.