In typical fashion, Sedaris humorously depicts his family in order to illustrate his point. He remarks that if his father were a talking doll with a pull cord, who spoke his most common phrases whenever the cord was pulled, he would mechanically utter “Turn the damn light on!” followed by “Turn that damn light off!” This would be, of course, in reference to the overhead lights. David Sedaris remarks that the latter phrase – Turn that damn light off! – is one that has become a standard from his own lips.

He brings us to the center of his early family life, the kitchen table. We see his father sit down to eat the meal his mother has prepared and exclaim, seconds after sitting down, that he can’t see his food, and would someone please “Turn the damn light on!” This causes dismay. His mother prefers candlelight and always has candles at dinner. Once the overhead lights blast on, everyone looks “sallow.” The colors are all washed out. The gravy stains above the buffet again become visible and unforgivable. Once his father leaves, David and his siblings flick off the lights again and sit around the table in candlelight for hours, smoking cigarettes as a family unit.

“Everyone looked better in the soft glow of a candle,” writes Sedaris.

We are then led to his teenage bedroom and his dormitory, where Sedaris shows us that, as someone particularly attuned to the lighting in a given room, one who could actually achieve “shivers” from the way that sunlight played in slats on his well-made bed, he was inherently different from “other guys.” He was very neat and very concerned with aesthetics.

What made him different in his younger years is what unites him to his long-time life partner, Hugh. They have very different taste in books and movies but both abhor overhead lighting. He writes, “it’s enough to keep us together. Every night the candles are lit and placed on the kitchen table. In their glow I can see the person I met almost 25 years ago, young again, and dashing. The effect is even better when I take off my glasses, leaving nothing between him and the eyes I have ruined with a lifetime of reading in the dark.”

I think it’s very interesting the way Sedaris celebrates dimness like it’s a comfort, something to wrap around oneself in a too-bright world. The fantastic comfort of illusion, of softening, of flattering alteration, is something you might expect to be valued by a creative writer like Sedaris. I agree completely: Candlelight is great. However, I’m not a candlelight every night kind of guy.

Proper lighting and positioning is a major factor in enhancing your brand image, building a customer base and increasing the sales of your retail store. A well-designed store is bound to generate higher sales than the one with an ordinary interior.

Shoppers these days are more knowledgeable and opinionated than ever before. There is a need for retailers to equip themselves with the right skills and tools to attract their attention and make shopping a memorable experience for them.

Upgrading the lights and positioning is one of the easiest ways to restore and enhance your store’s appeal, thereby making an impact on the sales.

The Retail Welcome

Your store’s exteriors and lighting systems are vital. This is the place making way to the store entrance. If your store is inside a shopping mall, then you might spend more on ads, signage and billboards, or else lighting should be the focus.

The proper outdoor lighting. Mostly, we tend to focus on name boards which are aesthetically designed with spotlights. But outside area should never be ignored.

The entrance of the store makes an emotional connection with a shopper. That’s where you showcase your products. Proper lighting and correct positioning can make all the difference here. Even an ordinary product can be made to look good when the lighting is spot on. This persuades the people who don’t intend to shop in the first place, enter your store.

Good lighting designers would strongly suggest using a variety of lighting intensities, colors, fixtures and placements to craft an impressive entrance.

Product Lighting

Right lighting at various areas within a retail store increases shoppers’ engagement with the products. Different lighting caters to different products which could be dissimilar in shape, size, texture, pattern and color.

The lighting needs to be in tune with the products that your brand sells, so at the time of testing, customers can closely experience the appearance and usefulness of the products they want to purchase. For example in a clothing store, the color of lighting often makes a garment look different in terms of shade and tone.

Lighting for walls and decorative stuff in your store should never take precedence over product lighting. You are there to sell your products and not murals or ceilings. A retail store for interior items is an exception.

Light boxes can enhance the appearance of your top products and special items. Since shoppers are naturally drawn to striking and unique displays, these items gain instant visibility. This makes it a great opportunity to showcase the best sellers, higher margin items, or even items you simply wish to sell faster.

Lighting the Fitting Rooms

Proper illumination within the fitting or trial rooms ensures an easy selection and product check for shoppers.

Make sure that the colors, quality, and fit are clearly visible. Smart lighting with careful use of mirrors and cabinets makes a product look better when tried on.

Customer Experience is Paramount – Some Tips

Right lighting and positioning is only one of the parameters among others that define sales strategies but mostly, it is overlooked by retailers.

Store owners and retailers must find out a way to measure if the store lighting is making an impact to their footfalls and sales. The results would certainly convince them revive the entire store from lighting perspective.