Lighting Chapter 9 The color of Light o All colors depend on light o There can be natural daylight or artificial light o Artificial light is further subdued Visible Light to red o Visible Light composed of the whole spectrum of colors from violet o Color of an object is seen as a result of the objects selective absorption of light rays o Blue White Black Lighting defines store brand image o Defines and strengthens a store brands identity o Contributes to atmosphere and feel the store environment o Light fixture styling also contributes to brand identity o The series of simple black pendants adds emphasis to the central display Lighting functions Lamp o Lighting systems perform three functions in the store environment Has at least two distinct meanings In the lighting industry lamp is another word for light bulb In layman s terms it applies to a lighting fixture complete with a bulb a power source a base and a shade that is either decorative or purely functional Ambient Lighting Describes general overall lighting Color rendition o Is the degree to which lighting allows colors to be viewed under conditions that are closest to those offered by natural light The lighting industry uses the term color rendering index CRI when listing specifications on each lamp Accent Lighting Describes lighting effects designed to emphasize certain wall areas merchandise displays or architectural features in a retail setting Designed to illuminate work areas where strong bright light simplifies detail work Task Lighting Lighting systems needs o Four systems of lighting are available to achieve the various lighting Fluorescent Lamp is sealed glass tube filled with mercury vapor Its inner surface is coated with a mixture of phosphor powder When the electricity arcs through the gasses in the lamp it produces ultraviolet energy that is absorbed by the coating and causes the powder to become fluorescent emitting visible light Incandescent phasing out Halogen LED o Fluorescent Provides best ambient lighting Least expensive to operate What types of stores commonly use only this type of lighting Often referred to as cool light Cannot effectively accent merchandise or displays Non shadowing o Incandescent Best method for true to life accent and task lighting Often referred to as warm light Type of lamp will determine scope of light Offers excellent color rendition Enhances reds oranges and yellows Blues are dulled o Halogen o LED Type of incandescent lighting the provides color rendention closest to daylight Longer lamp life and highest human efficiency of any system Commonly used for accent and task lighting Growing as an ambient lighting source Can reduce energy by as much as 80 Last 25x longer than traditional bulbs Can help but stretch power allotment Run much cooler Combined lighting systems o Most retailers use combinations of available lighting systems to accomplish all three lighting functions in their stores ambient accent and task lighting Lighting windows and editorial displays o The cheapest and most effective starting place in a retailer getting attention and recognition is with good lighting o Lighting makes the first impression it is the retailers sign and identification o Lighting the Closed Back window o Greater opportunities for the magical lighting effects o Highlights featured merchandise o Paints the background a complentary or accenting color o Dramatizes the setting by creating ambience Lighting the Open Back window o Lighting in the front display area must be strong enough and bright enough to attract and keep the shoppers eye o Focus the light away from the glass not into the store but directly down onto the merchandise Planning Store Interior Lighting o Light leads the shopper into and through the store o The light level and the color create ambience o Lighting Plans include the general overall illumination of the retail space and also the accents lamps or lighting Priority Lighting Checklist o The items on this checklist will show what areas are really important in terms of lighting and store image o Fixtures on the store lease line or department lease line o Priority walls on either side of the store or department entrance o Back wall of the store o Editorial spaces niches and coves o Selling floor display areas display windows o Task areas checkouts and fitting rooms General Guidelines for Lighting o Adjust lights in areas with glass or avoid glare o Replace burned out lamps only with the same style of lamp o Keep fixtures and bulbs clean o Schedule regular cleaning or painting o Use light neutral color as flooring choices Suggestions for using light effectively o 1 Avoid Bright white lights directly on a mannequins face elbows or shoes o 2 Use colored light to create the right setting for the merchandise o 3 It is more effective to light across a display than directly down on it o 4 The lighting in a window display should be checked at night o 5 Hide and disguise electric wires o 6 Set up a timer device or sensor to save energy 3 types of lighting systems and their functions Cte 3835 Final Review Ambient Accent Task lighting Which of the 3 is general lighting Ambient Hollister and Wal Mart traded the lighting because the lighting is part of brand identity and brand image and the overall atmospherics of the store It would be funky if they switched the lighting 4 systems of lighting LED Halogen Incandescent Fluorescent Arcade Straight front Angled Corner Know a little about each one Know what color rendition is The goal Getting as close to natural light as possible 4 types of windows in store front design o most common runs parallel to the road o The one that is perpendicular to two different roads Can see thought the other one Problems with glass front windows Know what o Glare and reflection can see stuff behind you different things that people have done to get rid of glare awning or o Venestration the window placement in the building o Marquee o Fascia means It covers and conceals lighting and along back walls use it to put lettering on conceals the light Label on things like in class activity Bank of windows 100 traffic areas Demonstration cubes used for Riser is Open and closed fa ade Focal points are o inside a mall Masking Proscenia Island display Who decides what goes into display window Typically o Corporate Buyer goes to market shoes the corporate teams and then they decide what goes into the windows Know the different merchandising functions that windows have o Home