Retail Fit-out Photography
If you were to choose the most important aspect of a store to enhance customer touch points and experiences, showcase store products, strengthen textures and color, as well as enlighten the consumer journey, it would be lighting.
It's what can bring the customer in, or keep them away.
The importance of lighting is why it's the first thing I look at upon entering a space to be photographed. Lighting sources, color temperature, management, direction and intensity all come into play. Bringing a balance to all this is the role of the photographer and experience is key. Having been in pretty much all types of situations and worked through problems in the past, allow me to quickly work on site and decide the best way to go about and address any issues. This enables me to then use the lighting in the way it’s meant-to showcase the space and address the product within.
As a photographer specializing in retail, I learned long ago how to look at a site and visualize what needs to be enhanced. For instance, wood grains have a beautiful texture to them when lit from camera angle and reflectance goes away from the viewer. But unlit, they can look dull and cold. On the other hand, if the angle of the reflection is toward the camera, it may feature very bright highlights that can overpower an image. Therefore, I may need access to spot lights to change angles for this reason.
A retail fit-out can make or break a store. Showing potential customers what you do in an inviting way is key to getting them in your store.