Light and Attention

Attention is the behavioral and cognitive process of selectively concentrating on a discrete aspect of information, whether deemed subjective or objective, while ignoring other perceivable information. Lots of artist uses light to draw attention to the theme they want to express, such as faces and hands or facial expressions in realist painting, which emerge sharply from dimly lit surroundings. Therefore lighting designers adopted this philosophy when they set up lumination infrastructure. Artificial narrow beam angle lighting was placed on certain spots to mimic such way to catch customers' eyes to the merchandises on purpose.
Too much electricity was used, since unnecessary lighting areas such as shelve tops were lit. As inefficient solution, this vertical continuous lighting arrangement left dark spots on the shopping area as well.
By arranging parallel lighting to the racks and shelves, goods presentation was achieved in a more efficient way which also functions as directional lighting.
Narrow beam angle lighting highlights details of the objectives, draw three dimension outlines, and enable the merchandises to catch customers’ eyes. Together with parallel lighting on ceiling, this arrangement forms perfect visual attraction.