CTE 3835 Final Signing 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 store Store 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 fa ade 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 fa ade Display windows to one or either side of the glass doors that are usually open during business hours The glass panels of the windows extend from the floor to ceiling and there are usually no raised floors in the windows Mannequins often stand on the floor eye to eye with the shoppers or elevated on platforms or risers S tore interior can be