b'The impact of lighting.Proper lighting in a retail environment is extremely important and should be given as much consideration as any aspect of interior design.Lighting creates a definitive mood in the space, affecting a shoppers behavior, which in turn contributes to their buying. Being aware of the effects of lighting and using it to your benefit ultimately contributes to your bottom line.Lighting can have an amazing effect on overall sales and should be seen as a way to generate revenue just as much as marketing, promotions and advertising can. Once customers are through the door it is imperative to provide the right environment for them to stay and to get them buying.A successful use of lighting can be accomplished through a number of different applications including strategic light placement, intensity, color temperature, highlighting products with spotlights and choosing the correct lighting fixtures and bulbs. It is important to use lighting to display your products at their best and to also guide customers to the brands you want to sell, while making them feel comfortable within the space. 332 | IMPACT OF LIGHTING'