3835 Final ReviewSigning and Graphics What does an effective sign attract? Attention and conveys brand identity What do successful signs have? An identity that is so clear that customers can associate the sign with the store What subtle details can make a difference in the tone of voice of the sign? Type of font, case and copy style make a dramatic difference in the tone of communication What is the negative side of signage? Overkill, visual clutter, cheapens the merchandise and store image What are operational signs? Includes the location of departments, checkouts, and restrooms; enhances customer service environment and supports brand identity What is a selling sign? Promo sign that that it promotes the sale of a particular item of the selling floor What is a category card? Specifies the major classification of the collected merchandise What is an institutional sign? Lists the services provided by the store; its hours, refund and exchange policies, alteration costs and delivery fees What can signs communicate? Advertised with sale pricing, an unadvertised in-store promotion with sale pricing, value-priced merchandise, brand-name merchandise, trend merchandise, trend merchandise, a new product with special features, clearance merchandise What are the elements of a sign? Sign copy, artwork, white space What are media signs? Can enhance the communication process: dimensional letters, static-cling decals, fabric scrims (hanging panels), floor graphics, light source signing systems, dimensional cutout signing, custom media options What are graphics? Oversized photographs, blownups, light-box art, artwork, sketches, and enlarged prints Signs and graphics should be consistent with what? Current advertising campaign or special promotion Today many graphics show what? People living a particular kind of life; lifestyles What are the five guidelines for signing presentation? Be certain that a sign is necessary, display every sign in a holder, do not write on preprinted signs, do not mix the type of signs used, replace any signs that become soiled or damagedLighting How does lighting define store brand image? Contributes to atmosphere and feel of the store environment; the style of the light also contributes to brand identity What are the functions of light? How are they different? Ambient lighting: determines color rendition, accent lighting: creates special focal points in areas that already have general light sources, adds atmosphere, focus, and emphasis to a store environment makes the product stand out from its surroundings, task lighting: designed to illuminate work areas where strong, bright light simplifies detail work (checkouts, alterations room, stockrooms, restrooms, and offices) What are the lighting systems? What are properties of each system and where are these systems used? Fluorescent: provide the best ambient lighting; least expensive to operate because they use only one-fifth as much electricity as incandescent lamps; commonly used in discount or warehouse stores bc they make merchandise appear flat, incandescent: still the best method to use for true-to-life accent and task lighting; will be phased out-offer excellent color rendition but have a shorter lamp life and produce lower degrees of lumens per watt at greater cost, halogen: provide color rendition close to daylight; longer lamp life/highest lumen efficiency; more efficient than standard incandescent lamps by 10 to 20 percent; used for accent and task lighting and it is growing in popularity as an ambient lighting source; initial cost is high but its efficiency over time makes it more cost efficient, high-intensity discharge (HID): small in size and wil provide shadows and highlights; needs to be in areas where ceiling is 15’ high, LED: tiny semiconductor similar to an incandescent bulb in that it gives off light when an electric current passes through it; no filament to burn out and does not get very hot so it is a lot more durable than an incandescent; current darling of the industry; extremely low power consumption; extremely long life; durable and insensitive to vibration; dimmable and programmable; lightweight and compact; color without the use of filters or lenses; no reflectors required to direct light; environmentally friendly; no mercury or other topic elements; recyclable Which lighting system is non-shadowing? Fluorescent lighting What are lighting plans? Include the general overall illumination of the retail space and also the accent lamps or lighting What are some things lights do within the store? Highlight merchandise; leads shopper into and through the store; light level and the “color” create ambience’ can separate one area from the next, one boutique or vendors shop from another Where should lights point when used in displays? Torso of the mannequin What are the issues with lighting open-back windows? Hiding the cords, competing lighting within the storeStore Exteriors How and where we display depends on what? Largely on the architecture and fenstration (window placement) of the structure, the physical layout of space, and the fixtures inside the building What is a marquee? Architectural canopies extending out over their entrances, permanent, increased visibility and greater prominence compared with all the other store signs from surrounding areas What is a banner and how are they truly effective? Inexpensive fabric that is colorful, eye-catching, eye-filling devices but should be changed with the seasons or store evenets What are advantages of having an awning? Supply shelter during inclement weather, make viewing a window display more pleasant during the ehat of the day, cut down on the glare and reflection in window as well as reduce the effects of sunlight on the merchandise, adds color and eye appeal to storefront When is outdoor lighting most effective? Holidays and store events What are the four types of windows that can be found in the storefront? Straight front: run parallel to street; entrance usually located between two windows; may be closed back/openback/elevated, angled front: entrance is recessed from the street; windows lead back from the street to the entrance creating an aisle for the shopper; wall can be closed/partially closed/openback, arcade front: series of windows on either side of the entrance wall which is set back from the street; peninsulas of glass attached to the store