CTE 3835 FinalSigning and Graphics•What does an effective sign attract? Attention and conveys brand identity•What do successful signs have? Have an identity, lets customers associate sign with store•What subtle details can make a difference in the tone of voice of the sign? Type of font, case and copy style•What is the negative side of signage? “Overkill”, when there is too much visual clutter that appears in a window or store interior, bombarded by too many messages, the signs cheapen the merchandise and store image, leaving the customer uninformed and confused•What are operational signs? May include the location of departments, checkouts, and restrooms•What is a selling sign? A promotional sign, Promotes the sale of a particular item on selling floor•What is a category card? Specifies the major classification of the collected merchandise•What is a institutional sign? Lists services provided by the store: its hours, refund and exchange policies, alteration and delivery fees•What can signs communicate? Advertised with sale pricing, an unadvertised in store promotion with sale pricing, value priced merchandiser, brand name merchandise, a new product with special features, and clearance merchandise•What are the elements of a sign? Sign copy-the facts about the product, artwork- drawings or photographs, and white space-the parts of the sign not taken up with copy or artwork•What are media signs? Dimensional letters, static-cling decals, fabric scrims (hanging panels), floor graphics, light source signing systems, dimensional cutout signing, and custom media options •What are graphics? An effective twosome in the window display, colors used, style lettering, the artwork, and materials can further the store’s and products’ image as well as complement the overall design of the store, oversized photographs, blowups, light-box, artwork, sketches, and enlarged prints•Signs and graphics should be consistent with what? The store image•Today many graphics show what? We see lifestyle graphics today, showing and dressing for the particular lifestyle•What are the five guidelines for signing presentation? 1. Be certain that a sign is necessary 2. Display every sign in a holder 3. Do not write on preprinted signs 4. Do not mix the type of signs used 5. Replace any signs that become soiled or damaged Lighting•How does lighting define store brand image? Defines and strengthens a store’s brand identity, contributes to atmosphere and feel of the store environment, and the style of the light•What are the functions of light? How are they different? What are properties of each system and where are these systems used? Ambient-have the best color randition, general overall lighting, Accent-Special focus point, emphasizes things, Task-lighting at work areas, ex: check out work rooms, alteration rooms, fitting rooms•What are the lighting systems? Florescent- used in warehouses bc make merchandise appear flat, incandescent-determines a scope of a defined area, like a shop, used in a spotlight form in different selling areas such as windows, platforms, islands, etc. highlights item, true to life, Halogen- have a long life span, High Intensity Discharge (HID)- used for tall ceilings, about 15 ft tall at least bc very bright, can be used for overall store lighting, metal haloids- can catch fire from heat, want them in small sizes, LED-very durable, long lasting, recyclable, everyones favorite•Which lighting system is non-shadowing? Florescent- bc makes merchandise look flat•What are lighting plans? Includes the general, overall illumination of the retail space and also the accent lamps or lighting•What are some things light does within the store? Leads shoppers throughout the store, separate areas/shops within the store, can create ambiance •Where should lights point when used in displays? On the merchandise, usually trousseau of mannequin •What are the issues with lighting open-back windows? Reflection and glare, lighting in window will compete with lighting in the storeStore Exteriors•How and where we display depends on what? Architexture and fenestration (window placement ) of the structure, the physical layout of the space, and the fixtures inside the building•What is a marquee? Architectural canopy, permanent awning, used for protection from the elements •What is a banner and how are they truly effective? Outdoor fabric that are inexpensive and expandable •When should you change the plant in planters? Every season, promotion, and sales•What are advantages of having an awning? Supply shelter from weather, makes viewing a window display more pleasant during the heat of the day, cut down on the glare and reflection in windows from sunlight, add color and appeal to storefront •When is outdoor lighting most effective? Store events and holidays •What are the four types of windows that can be found in the storefront? 1. Straight front, 2. angled front, 3. arcade front, and 4. Corner window•Be able to describe what each one looks like. 1. Stright front-runns parallel to the street, entrance is usually located between town windows, and may be closed back, open back or elevated 2. Angled front-Entrance is recessed from the street. Windows are usually under some kind of enclosure, Display windows lead back from the street to the entrance, creating an aisle for the shopper, The back end of the window is actually on the same wall as the entrance; that wall can be completely closed, partially closed, or open backed. 3. Arcade front- Series of windows on either side of the entrance wall, which is set back from the street., The windows are “peninsulas” of glass attached to the store and are usually under some kind of overhead cover. 4. Corner window-faces two ¡streets that are perpendicular to each other. It is a window with a double exposure and double traffic. It can be the sole display showcase for a store with an entrance near the corner of a street, or it may be the end of a run of windows.•What are the types of windows in malls? Open faceade, glass faced, closed facade•Be able to describe each one. 1. Open façade- ¡No visible barrier between the shopper on the mall aisle and the store.There is no display windows and no door (these stores usually have security gates that close the store at night).Displays may come out to meet the shopper. 2. Glass façade- Display windows to one or either side of the glass doors that are usually