Most retailers are careful to light their deals or promotions in ways that make them distinct. The “flat” approach to in-store lighting – as an afterthought; diffuse, direct, technically adequate, but never interesting – is fading. Retailers are increasingly using light in a different way: with restraint.

Light and shadow create exciting contrasts when used well. Shadows help us perceive shapes and depth; light draws our attention.

By angling a source of light, the shadows it casts can profoundly change how a space is experienced.

In practice, this use of contrasts results in customer behaviors changing, with increased attention to and interaction with the locations or features you choose to highlight.