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Ambient lighting refers to the store’s main lighting. You need to ensure your customers have enough light to feel comfortable in the store. Too dim and the store looks dingy, making it difficult to read product labels and making customers uncomfortable. On the other hand, if the lighting is too bright it is also uncomfortable for customers. How many lights, and how bright they are, will depend on the size of your space. A large, warehouse style space with high ceilings will require lots of powerful lights since they will be hung fairly high up and need to illuminate a large area. A small store will require dimmer, less powerful lights in order to achieve the same level of lighting.