At the point of sale, every detail counts to capture attention and influence the purchasing decision. Studies show that our attention is fixed on an object between 2 to 10 seconds and that the average decision time does not exceed 5 seconds. In total, from the moment the customer stops, observes, identifies the brand and compares prices, to choosing the item, rarely more than a few minutes pass. 15 seconds.

It's visual perception which determines which product will be taken. The hand almost instinctively goes for the right item after the brain reacts to the first stimulus: sight.

1. Lighting as a highlight

Lighting directly influences the shop's image and the way products are viewed and handled. It should be bright and effective, but without excesses that cause discomfort.

• General lighting: guarantees visibility throughout the entire space.
• Directed lightingThe "spotlight": used to emphasise specific areas, products or campaigns.

An essential precaution is to prevent the light from dazzling or overheating the room, jeopardising the buyer's experience.

2. Space as an ally of the shopping experience

The shop environment should convey dynamism, originality and movement, creating a pleasant and memorable experience. The way the space is organised, combined with the use of colour, can completely change the customer's perception.

Colour strategies and perception of space:

• Shortening spacespaint cross walls in darker colours.
• Enlarging square spacesApply darker colours to two opposite walls.
• Hide objectspaint the wall the same colour as the object.
• Highlight products/zonesuse intense or contrasting colours in the background.
• Lowering the ceilingpaint the ceiling darker than the walls.
• Raise the roofpaint the ceiling a lighter colour than the walls.
• Widening corridorsThe best way is to apply dark colours to the edges and ceiling, leaving the side walls in light colours.
• Shortening high wallsPaint the top a shade darker than the base.

The power of vision in purchasing decisions

In retail, success lies in understanding how the customer's gaze travels through the space. A good visual strategy not only highlights products, but also improves the shopping experience, increases dwell time and boosts sales.

More than just organising shelves, it's about creating an immersive scenario where every visual stimulus leads to a purchasing decision.