Value is not a static concept. Customer needs and market demands are constantly moving, therefore it is important that retailers identify any new theory or trend that can influence the positive purchasing behaviour of customers.
Light influences our emotions, cognition and spatial perception. The role of contemporary retail design is to link instinct with art and commerce, to communicate a brand and meet the ever-more demanding needs of customers. It must incorporate the management of people and space in such a way as to support the dominant characteristic of retail: change. This requires a complex and holistic partnership between architects and designers, between psychology, technology and ergonomics. Each element does not exist in isolation from the others, and a clever balance of all will create a holistic and successful retail experience.