As a first point of view that attracts passers-by, attracts the characteristics of goods, and advocates brand ideas, the window has the function of letting passers-by stop, stop to watch and convey brand information. Compared with the shop, the window is more direct and image. 
First, the charm of the window display lighting
How to grasp the lighting of the window, let the window attract more passers-by, and become the focus of many stores.
Figure 01 shows a window of Zara. The ceiling fan is a product of the past, and it appears in the closed window, which will attract the curiosity of passers-by, and the short-term stay will lead to thinking. The narrow spot leads the passerby's line of sight to the V-neck of the dark suit, the left shoulder of the male model, and the suspended fan. Lighting and the designer's intention to emphasize the characteristics of the male clothing features and the contemporary ceiling fan, it is self-evident to tell the passers-by to watch, the Zara brand dress and the sense of quality, while the status of the costumes It has been upgraded to a certain height to meet the customer's reputation for seeking respect in the level of demand.
Figure 01
Figure 02 is a window of Armani. Women usually give passers-by a feeling of color, lightness and brilliance, but the dull, monotonous window scenes make passersby doubtful about performance, and think about curiosity. The narrow spot uses the character of the men's clothing in the V-neck of the women's formal dress, which is highlighted with the women's dress and bag, which is more and more confused with the gender of the Amani brand. In the ages, clothing is no longer an absolute difference between men and women. Armani is a brand that breaks the line between masculine and feminine, leading the women to a neutral style. “Similar, the light color makes the picture return to the classic, and the clothing breaks through the traditional concept and presents itself.
Figure 02
Customers generally compare when they choose a brand or buy a product. Take Figure 03 as an example. This type of window background is covered with murals of various characters. With reference, there is contrast. The lights are then focused on the clothes on the models. The contrast is used to show the models from the background. Separated from the present, vividly displayed in front of the customer, not only to satisfy the customer's pragmatic psychology, but also to satisfy the customer's psychology of seeking beauty.
Figure 03
Women are born with a psychological pursuit of beauty, like age can always be in the most beautiful period, like clothing can dress themselves more young. The window shown in Figure 04 is to show the breath of spring rice fields in front of passers-by through the transformation of light and shadow. It means that the clothes will give customers a spring-like feeling, and they will be as delicate as the seedlings.
Figure 04
Second, the window display lighting method
What are the lighting methods for the window display? What kind of effect can it produce?
Contrast lighting: not only animals, but also the phototaxis of the human eye, the eyes will be visually paused in the brightest part. The narrow-beam luminaire projects the characteristic part of the object, and the high-brightness contrast between the object and the background creates a strong visual impact, allowing passers-by to feel the stability of the costume (Fig. 05).
Figure 05
Backlighting: For some dark-colored suits, you can also use light to emphasize the background, because the backlight can capture the eyes of passers-by quickly, suitable for fast-moving customers (Figure 06). A simple little experiment (Fig. 07): Observe the left side of the graph, you will find that your vision is gradually shifted from the center white color part to the gray color on the side, with a distinct three-dimensional sense; while the right side of the figure, your vision It will immediately jump to the two edges of the white and gray or gray and white colors, and the gray between the edges will make you feel a simple ring. Throughout the identification process, the graphic on the right should be simpler and faster. In the range of change, it will suddenly be more conspicuous than excessive, and suddenly it will attract the visual edge to the brightness change, and the excessive will attract the visual to the maximum brightness. Therefore, in the fast capture of the performance of passers-by, the backlight illumination method is faster and simpler than the contrast illumination method; and the contrast illumination method can focus on the characteristics of the subject.
Figure 06
Figure 07-1
Figure 07-2
Panoramic illumination mode: the projection of the features of the object and the illumination of the background. In addition to weakening the shadow of the main beam on the background of the object, the background light can also be diffused through the environment. The contrast between light and dark is not too strong. This type of lighting is more suitable for fashionable women's wear, allowing passers-by to feel the lightness of the dress (Figure 08).
Figure 08
Diffusion under illumination: the light can be over-uniformly illuminated, and it can also eliminate the effects of shadows. In addition to letting passers-by feel the lightness of the costumes, it can also give passers-by a fantasy that such dresses will be nobler than others. Figure 09).
Figure 09
The method of illuminating the lower illumination: This type of illumination locally emphasizes the characteristic parts of the object, and the light from bottom to top causes a strange and alternative feeling of passers-by (Figure 10).
Figure 10
Side lighting: It can create a better association atmosphere for passers-by in expressing the symmetry of dressing (Figure 11).
Figure 11
Of course, there will be more and more lighting methods. The six lighting methods listed are more common and basic, and the combination between them will have more different effects. Since the window has brought us such a good role, what kind of problems should we pay attention to when considering the window lighting?
Third, the factors affecting the display effect of the window
Fish tank effect. The aquarium effect is a phenomenon of reflection of outdoor scenery on the window glass. It is caused by the influence of sunlight on the outdoor glass of the white enamel, which causes the difference in the illumination degree on both sides of the window glass. It seriously affects the effect of the passerby watching the window and reduces the window. Attracting the role of passers-by (Figure 12, Figure 13).
Figure 12
Figure 13
The method of weakening the aquarium effect is that if the inclined window glass is considered in the pre-construction planning, the basic principle of image formation on the window glass will be improved, and good results will be obtained (Fig. 14). If it is in the early stage of the shop decoration, you can consider putting more lamps in the window part, so as to make the brightness difference between the sides of the window glass not too big during the daytime operation, and group switch or intelligent control, so that the white fish can weaken the fish tank effect. All of them are turned on, and some lamps can be turned off at night to save energy. If you find this problem in the store, you can install some rail spotlights on the top of the window, or put an awning outside the window to reduce the brightness of the outside of the window glass (Figure 15). Figures 16 and 17 show the comparison of the effects before and after the treatment.
Figure 14
Figure 15
Figure 16
Figure 17
Then, in addition to the aquarium effect, what other factors affect the window to express the effect to passers-by? That is to pay attention to glare. What is the glare of the window? It is the luminous point or reflection bright spot that appears in the normal field of view. These bright spots can cause visual discomfort to passers-by, which will lead to the weakening of the important role of the window in converting people's traffic into passenger flow.
The installation of the fixtures in the window is not appropriate, and the direction of the flow will cause direct glare in the passer-by's field of view. Even if it is just passing, the uncomfortable glare will give the passerby a bad impression (Figure 18). Because it involves the customer's respect for the self-esteem of the demand level, this is also a kind of disrespect for the customer. The next time there is a plan to purchase such a product, the store will not be visited. If the friend mentions it, it will also say that the store does it. Not too good and so on. To solve this kind of problem is to consider the position of the lamp in advance in the early stage of decoration, or add some anti-glare gadgets at the front of the lamp to weaken the discomfort of glare.
Figure 18
Similar to the luminaires in this window, some small anti-glare fittings are added to the luminaire to meet the anti-glare requirements to a certain extent (Figure 19). Improper adjustment of the projection angle of the lamps in the store will cause uncomfortable direct glare to passers-by to watch the goods in the window, which will shorten the time for the passers-by to stop or turn around without going to the store. To solve such problems, it is necessary to pay attention to adjusting the projection angle of the lamps in the store, and try not to affect the range of vision of passers-by to view the window (Figure 20). If some decorative background after being illuminated is a reflective material, when adjusting the lighting background of the lighting fixture, pay attention to the adjusted projection angle to avoid reflection glare in the visual range of the passerby observation (Fig. 21).
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