Indonesia Conference Directory

Store window display is the entryways for sales in retail industry. It has a big impact to lure customers to enter stores and make purchase, thus creating a big footprint on sales. Despite other factor on window display such as types of window display, placement, theme, layout and materials being used, lighting design has an important role on store window display. As one element in lighting designs, contrast can both attract consumers- attention and interest in the merchandise being displayed and positively affect consumers- footprints to store. Despite its potential, the impact of contrast in lighting often neglected on store window display. This review is intended to observe consumers- attention and interest through comparative study in lighting brightness, lightness, and contrast of different retail store window display. Contribution of this study is to give a new input on how to apply lighting contrast to draw attention and interest for customers in retail industry. These findings will also be beneficial for lighting practitioners, and students of interior and visual merchandising program.