Sight drives influence, inspiration & recall

We take in most of our information through our eyes, so naturally instore lighting and visual media powerfully influence how shoppers feel in the retail environment and also what they do. The visual impression of your store is crucial in terms of a customer’s willingness to engage and purchase. That is why it is important to consider the design of your store as a theatre.

Time to consume: 3 min
10 March 2020

Visual design is the key

Think of your store as a Theater. Then think about how powerful lighting and visual design are in delivering the impact of a show.

With the visual design you can:

  • Guide attention
  • Tell stories
  • Entertain
  • Educate
  • Inspire shoppers

And you can express your brand both directly and indirectly through what your customers see around them in the store.

Visual content has a positive effect on shopping

It’s no surprise then that almost 60% of shoppers say that engaging visual content has a positive effect on their shopping. 4 out of 10 of them said that they’ve been influenced by in-store digital content.

According to Nielsen, in research, digital signage can increase sales by up to a 1/3 and Intel’s research showed that people pay four times as much attention to digital signage as they do to static signage.

Dynamic lighting plays a role too. It can increase sales by 2% – simply dynamic lighting.

So. With today’s technology and the lighting and the visual media that are available to us there’s almost no limit to what you can do in your store to create a Theater. And the effects are profound.

Wach a Video


Julian Treasure is the chair of the Sound Agency, a firm that advises worldwide businesses — offices, retailers, airports — on how to design sound in their physical spaces and communication. He asks us to pay attention to the sounds that surround us. How do they make us feel: productive, stressed, energized, acquisitive?

Join world-renowned sound expert Julian Treasure in a series of five short lessons, looking at how all of our senses can influence our consumption habits and behaviors.



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