Final Review CTE3835 Signing 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 What is the negative side of signage overkill What are operational signs information on operational signs may include the location of departments checkouts and restrooms What is a selling sign 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 What is a category card specifies the major classification of the collected merchandise What is a institutional sign lists the services provided by the store its hours refund and exchange policies alternation costs and delivery fees Signing and Graphics What can signs communicate Advertised with sale pricing An unadvertised in store promotion with sale pricing Value priced merchandise Brand name merchandise Trend merchandise A new product with special features Clearance merchandise What are the elements of a sign sign copy the facts about the product artwork drawing or photographs and white space the parts of the sign not taken up with copy or artwork What are media signs they can enhance the communication process dimensional letters static cling decals fabric scrims hanging panels and floor graphics What are graphics refers to oversized photographs blowups light box art artwork sketches and enlarged prints Signs and graphics should be consistent with what the store and the product s image as well as complement the over all design of the store lifestyle Today many graphics show what show people living a particular kind of life and dressing in that style Can be real or imagined 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 contributes to atmosphere and feel of the store environment the style of light also contributes to brand identity What are the functions of light How are they different lighting systems perform three functions in a store environment 1 Ambient lighting overall lighting that determines color rendition 2 Accent lighting creates special focal points in areas that already have general light sources adds atmosphere focus and emphasis to a store environment they add highlights provide shadows dimensionally the merchandise and flatter the customers complexion these types of lights include chandeliers wall sconces lights on a track hidden lights spotlights on a display or lights in a showcase 3 Task lighting designed to illuminate work area where strong bright light simplifies detail work these areas include checkouts alternations room stockrooms restrooms and offices also used in apparel fitting rooms and above full length mirrors on the selling floor to enhance skin tones and fashion colors What are the lighting systems What are properties of each system and where are these systems used 1 Fluorescent prove the best ambient lighting least expensive to operate commonly used in discount and warehouse stores 2 Incandescent the best method to use for true to life accent and task lighting offers excellent color rendition spotlights are use on accent of highlighting lamps in the selling areas of a store in display windows on platforms and ledge displays and on island setups 3 Halogen a type of incandescent lighting providing color rendition close to daylight commonly used for accent and task lighting 4 High Intensity Discharge HID general overall store lighting provide shadows and highlights best used in areas where the ceiling is at least 15 feet high otherwise the selling floor will be too bright o includes Metal Halides create strong beams of focused clear light under high pressure but also produce heat effective for spotlighting and accenting product displays 5 LED light emitting diode a tiny semiconductor similar to an incandescent bulb in that it gives off light when an electric current passes through it does that not have a filament that will burn out and does not get very hot so it is a lot more durable than an incandescent increasingly reliable source of white light Which lighting system is non shadowing fluorescent lighting What are lighting plans the general overall illumination of the retail space and also the accent lamps or lighting What are some things light does within the store accent lighting that highlights the merchandise on the perimeter walls gives merchandisers flexibility to vary visual display presentations attracts attention Where should lights point when used in displays Fixtures on the store lease line or department lease line Priority walls on either side of the store or department entrance Back wall of the store Editorial spaces niches and coves Selling floor display areas display windows Task areas checkouts and fitting rooms What are the issues with lighting open back windows the window is not the place for fluorescent tubes because of the way it makes the clothes look lighting in the front display area must be strong enough and bright enough to attract and keep the shoppers eye Store Exteriors How and where we display depends on what depends largely on the architecture and fenestration 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 a permanent awning for protection from the elements an exciting place to start the display of a storewide event or promotion What is a banner and how are they truly effective colorful eye catching eye filling devices but should be changed with the seasons or store events the display should not only attract and excite it should also reinforce an idea and present dimensionally When should you change the plant in planters What are advantages of having an awning Supply shelter during inclement weather Make viewing a window display more pleasant during the heat of the day Cut down on the glare and reflection in windows as well as reduce the effects of sunlight on the merchandise More and more stores are now using them to add color and eye appeal to the storefront When is outdoor lighting