CTE 3835 Study Guide Test 2 Signing and Graphics 1 What does an effective sign attract It attracts attention and conveys brand identity 2 What do successful signs have Identity that is so clear that customers can associate the sign with the store 3 What subtle details can make a difference in the tone of voice of the sign a Type of font case and copy style make a dramatic difference in the tone of communication 4 What is the negative side of signage a Negative side of signage is overkill b It is when too much visual clutter appears in a window or store interior 5 What are operational signs a The information on these signs may include the location of department checkouts and restrooms It enhances customer service environment and supports brand identity 6 What is a selling sign It is a promotional sign in that it promotes the sale of a particular item on the selling floor It should cover the questions a customer might ask 7 What is a category card 8 What is an institutional sign It specifies the major classification of the collected merchandise It lists the services provided by the store its hours refund and exchange policies alteration costs and delivery fees a a b a b a a 9 What can signs communicate a They can communicate i Advertised with sale pricing ii An unadvertised in store promotion with sale pricing iii Value priced merchandise iv Brand name merchandise v Trend merchandise vi A new product with special features vii Clearance merchandise 10 What are the elements of a sign a Sign copy facts about the product b Artwork drawings or photographs c White space the parts of the sign not taken up with copy or artwork 11 What are the media signs a Dimensional letters b Static cling decals c Fabric scrims hanging panels d Floor graphics e Light source signing system f Dimensional cutout signing g Custom media options 12 What are graphics a Oversized photographs blowups light box art artwork sketches and enlarged prints 13 Signs and graphics should be consistent with what a Merchandise 14 Today many graphics show what a Lifestyling 15 What are five guidelines for signing presentation a Be certain that a sign is necessary b Display every sign in a holder c DO not write on preprinted signs d Do not mix the type of signs used e Replace any signs that become soiled or damaged Lighting 1 How does lighting define store brand image a It contributes to atmosphere and feel of the store environment The style of the light also contributes to brand identity 2 What are the functions of light How are they different a Ambient Lighting i General overall lighting that determines color rendition lighting that gives merchandise the best color rendition possible is a retail necessity ii The merchandise colors appear to change under different lamps within a store just as color rendition will vary from store to store b Accent Lighting i Creates special focus points in areas that already have general light sources It adds atmosphere focus and emphasis to a store environment makes the ii product standout from its surroundings They add highlights provide shadows dimensionalize the merchandise and flatter the customer s complexion iii These lights are chandeliers wall sconces lights on a track hidden lights spotlights on a display or the lights in a showcase c Task Lighting i It is designed to illuminate work areas where strong bright light simplifies detail work This includes checkouts alteration rooms stockrooms restrooms offices ii They are used in apparel fitting rooms and above full length mirrors on the selling floor to enhance skin tones and fashion colors 3 What are the lighting systems What are properties of each system and where are these systems used a Fluorescent Lighting i This provides the best ambient lighting It is the least expensive to operate because they use only one fifth as much electricity as incandescent lamps They are commonly used in discount or warehouse stores because of their high degree of lumens per watt In department and specialty stores this lighting system is combined with other lighting systems ii This type of lighting cannot effectively accent merchandise or displays because they are non shadowing which makes merchandise appear flat i It is the best method to use for true to life accent and task lighting This energy inefficient method of lighting will ultimately be phased out Offer excellent color rendition but they have a shorter lamp life and produce lower degrees of lumens per watt at a greater cost This lamp gives off a defined area of warm light rather than the overall cool light produced by a fluorescent system The type of lamp used determines the scope of the defined area b Incandescent Lighting c Halogen Lighting ii This type of lighting enhances reds oranges and yellows but blues are dulled They are used as accent of highlighting lamps in the selling areas of a store in display windows on platforms and ledge displays and on island setups i They are incandescent lighting providing color rendition close to daylight It offers longer lamp life and the highest lumen efficiency of any system More efficient than standard incandescent lamp It is commonly used for accent and task lighting and it is growing in popularity as an ambient lighting source ii d High Intensity Discharge Lighting i This is an energy efficient lamp it is a strong contender in the field of general overall store lighting They are small in size will provide shadows and highlights They are best used in areas where the ceiling is at least 15 feet high otherwise the selling floor will be too bright e LED i It is a tiny semiconductor similar to an incandescent bulb in that it gives off light when an electric current passes through it It does not have a filament that will burn out and does not get very hot This is the current darling of the industry The benefits are extremely low power consumption long life durable lightweight and compact 4 Which lighting system is non shadowing a They include the general overall illumination of the retail space and also the accents a Fluorescent Lighting 5 What are lighting plans lamps or lighting 6 What are some things light does within the store a Mood changes b Texture and look of merchandise c Location of department and the merchandise it carries d How the adjacent areas relate to one another e The lighting design of neighboring establishments f Nature of the clientele g The store s decorative scheme Store Exteriors 1 How and where we display depends on what a