Daylight savings is in full swing and the temperatures are dropping as quickly as the sun is setting in the afternoons. You know what that means: it’s time to break out the holiday lighting. 

With thoughtful, stand-out holiday lighting businesses can empower themselves not only to catch potential clients and customers’ eyes but also showcase personality while also creating a sense of welcoming, encouraging visitors to stop in and stay – and does anything embody the holiday spirit more a sense of hospitality? 

But as designers, our view of holiday lighting goes a step beyond beautiful twinkly lights and taps into the psychological power of holiday lighting.  We talk about human-centric design here a lot, and holiday lighting is (surprisingly?) no exception. Let us explain…

Today, we’re breaking down the ways that businesses can use light to showcase the spirit of the season and create a strategic impact on their customers, partners, and communities alike.

Consider Your Entry Point  

Let’s start with the exterior. The purpose of exterior lighting is actually quite simple: create an invitation for customers to come in and take a reprieve from the cold. The darkness outside tends to flatten our perception of architecture, including the entryway – which is why proper lighting is essential for capturing and retaining attention. A key consideration here is to create a clear and bright portal for entry. As abstract as this may sound, this is how our minds actually process things, so a human-centric design decision like this can be incredibly powerful. Here are two recommendations for creating a clear outline for your business:

• Simple string lights: These lights create multiple points of interest, displaying magic by emulating tiny stars or snow. So, the very foundation of string lights is intended to grab attention and keep it. It’s no wonder they’ve been around for years 
• Rope lights: These would be my go-to for outlining an awning or playing on different geometric features to create visual interest

Decide on a Color Palette That Reflects Your Business 

Next, you have to think about color. There are two routes you can take here: colorful lights or cool winter tones. Colors evoke a sense of joy, however, a more classic pallet of cool winter blues or warm whites elevates a business for a distinguished, tasteful look. 

A Window Into The Holidays

Once you’ve drawn people in with a welcoming exterior, invite people to stay with a properly-lit space inside. Sometimes, as a designer, I find that you have to step outside of the context of the space you’re designing to get a better idea of what’s needed in terms of lighting. So for holiday lighting, I recommend quite literally stepping outside and looking at your store or office from the exterior. 

Start by questioning whether people’s interest would be captured as they walk by and if they would feel invited to come in. The goal, of course, would be for the answer to both of these questions with“yes.” 

If it isn’t, I recommend focusing on the windows, which are people’s first visual entry point to the space. Properly illuminated windows can add the next level of depth and visual interest needed to get people in the door. Focusing on the lighting of the storefront itself creates a diorama in the space or a three-dimensional view, that’s incredibly engaging and visually stimulating for consumers, encouraging them to shop a little longer, or strike up a conversation with your team.

Lighting with Intention

The holiday spirit comes to life through so much more than giving or receiving gifts. It’s the simple acts of kindness, a meal that’s cooked with love, a card that’s written from the heart, or a warm invitation that commemorates the season in our memories. Lighting for your business should be just as simple. It’s not about blinding people with the most lights or decor; it’s about creating a welcoming invitation and warm atmosphere. By using strategic and elevated lighting, you can achieve the festive feel you want that invites customers in to celebrate alongside you.

Wishing you a bright and happy holiday season from myself and the entire Morlights team! 

- Designer, Kelsey Nowack