Lighting and Display

8/2/2019 Lighting and Display

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Lighting

• Lighting is one of the most importantelements of a display. If properly used it

will aid in selling merchandise and therebyadd to the profit of the store



Lighting

• Working with light to make displays and merchandise more dramaticis the goal of every display designer.

• The main design elements of light and shadow are very important.

• Too much shadow can hide important details of the merchandiseand also change the appearance of merchandise colours



• Proper display lighting is vital to selling. Itcalls attention to merchandise.

• It pulls customers’ eyes to the

merchandise and encourages them to buy.

• Lighting should also have the quality andcolor that bring out the best features of the

merchandise



Lighting

• Expert display people use light in thesame way a musician uses sound.

• A musician varies the volume to attractattention and manipulates tones to createa mood.

• Similarly, a display expert varies theamount of light to pull shoppers over to adisplay, using coloured lamps, soft light,and so on, to create a buying mood



Lighting….

Phases of Lighting

There are two phases of lightingto consider in a discussion of

store illumination: Primary Lighting

and Secondary Lighting



Primary lighting

• Primary Lighting

• Primary lighting supplies the bareessentials of store illumination.

• Outside, it includes the, the marqueelights illuminating the sidewalk for thewindow shopper, and the lobby ceilinglights

Primary lighting



Primary Lighting

• Inside, primary lighting provides generalillumination for the store, including lightsalong the aisles, an indicator of an

elevator, the light in a stairway, and adirectional sign at the fire exist, the office,or the down escalator.

• This general illumination is the minimumadequate store illumination.

• This type of lighting illuminates both themerchandise and the traffic path in a store.



Secondary/ Accent Lighting

• Primary lighting is inadequate for thespecialized showing of merchandise.

• For this purpose, secondary lighting

should be added: Spot- and floodlightsaugment basic window lighting,brightening the shelves, the cases, thecounters, and the merchandise.

• In this phase of store illumination, lightingbegins to function as a selling force



Light Source

• As Selling Tools:• Other than natural daylight, which plays

practically no part in store interior or

window illumination, there are severalsources of light employed by the visualmerchandisers.

• A knowledge of each helps in making the

appropriate choice in terms of both visualeffect and economy of the operation.Fluorescent Lighting Incandescent FibreOptic Lighting High Intensity DischargeNeon Halogen



Fluorescent Lighting

• For cost effective, cool general lighting,fluorescent is the choice of many retailers.

• The bulbs come in many shapes, but the long,narrow cylindrical tubes that come in various

lengths are used the most.• It is largely used in interior ceiling, floor and wall

cases, shadow boxes and lighting tracks.

•They offer excellent colour rendering and come ina variety of colours that can project coolness,warmth, or other desired effects. If colour isneeded for a particular temporary presentation,

filters are available to encase the standard white



Incandescent

• These are low voltage bulbs, which come inspotlight or flood light form, and are known asPAR bulbs or R bulbs respectively.

• The low voltage lamps bring out true colours of

the merchandise, enhance textures, and createspectacular lighting effects.

• Another advantage of these bulbs is heatreduction. The heat thrown is three times less

than the standard sources



Fibre Optic Lighting

• Technically, it is comprised of a remotelight source carrying glass optical fibres.

• The benefits of this type are The

elimination of ultraviolet and infraredwavelengths Directional spotlighting orflood lighting Simple maintenance, ease of

concealment Reduced power consumption• Because they give a cold light, heat

sensitive objects such as jewelery benefit

from their use



High Intensity Discharge

• Commonly known as HID`s thesebulbs are very small, produce morelight per watt than either the

incandescent or fluorescents, and areenergy savers but still these areignored by the visual merchandisersin favor of fluorescents for general,

overall lighting, and halogens and lowvoltage incandescent foe accentingpurposes



Neon

• Once reserved for outdoor signs to identify thename of a store, neon lights have entered theinteriors as well. One great advantage of neon

or cold cathode is that it can be shaped to anyform. These lights are relatively maintenancefree and cost little to operate. Available in manycolours, neon is used by visual merchandisers to

build excitement. Although neon is source oflight, it is relied on more for special effects thanfor total illumination.



Halogen

• Basically a whiter and brighter bulb,approximately one- quarter the size thesize of a standard incandescent, it ideally

enhances the visual image and totallywashes the wall.

• Not only does it afford more light control,more efficiency, and more intense light perwatt, but the lamp has a longer life, aboutdouble that of incandescent bulbs



Lighting Fixtures

• There has been a move towardsinnovation in this sector recently.

• The variety enables retailers to acquiredistinctive lighting and decorative fixturesto complement any décor. So attractiveare the lighting appliances that they

become the focal points of some storeinteriors



Recessed Lighting

• Many systems have lighting systems thatrecessed in the ceiling. A can or containerholds floodlights that illuminates broad

areas, and spotlights for narrowillumination or highlighting. Fluorescents,incandescent are also often recessed and

are used for overall, general lighting.



Track Lighting

• While recessed lighting is considered anattractive as well as functional method oflighting but its placement is stationary. In

order to be able to adjust lights in exactpositions they are needed, many retailersuse track lighting systems. Open-back

spot lights Studio lights Wire forms



Track lighting

• Track lighting is easy to install, does not requirecomplicated wiring, and can quickly transform anarea into one that is attractive and perfectlyilluminated.

• Tracks come in 2`, 4`, 8`, and 12` lengths andcan be arranged in many ways with the use of L,T, or flexible connectors.

• To accent objects on a wall or to wash a wallwith light, the track should be placed 3 feet froma wall that is 8 or 9 feet high and 4 feet fromwalls that are 10 to 12 feet high



Lighting Accessories

• In addition to the light fixtures and light sources that areused in visual merchandising, there are a number ofaccessories that assist in providing special effects for thetrimmer.

• They include dimmers, flashers, framing projectors,strobes, swivel sockets, and gels Lighting Accessories

• In addition to the light fixtures and light sources that areused in visual merchandising, there are a number ofaccessories that assist in providing special effects for the

trimmer.• They include dimmers, flashers, framing projectors,

strobes, swivel sockets, and gels



Bringing Change with Lights…

• Various Kinds of Contrasts-Harmony ThatCan be Created Using Lighting Light/ darkDiffuse – harsh Colour contrast Static

dynamic Vertical plane lighting- horizontalplane lighting Pure/ filtered light Warm/ cool light Direct/ transmitted light Front/

back lighting Natural/ artificial light Plane/ volumetric Focused/ defocused contrast



Display Planning

• Rules for Display Planning• Help the eye in finding the focal point of the display easily.• Limit the number of competing elements in the display.• Give the display one dominant theme.• Use contrast and rhythm to add life to the colors and proportion.

• Select display props and material having some connection with theexhibited product.

• Do not allow the display props and materials to take up most of thebest space in the window.

• Avoid anything that conflicts with the sales message.• Use colours appropriate to the season.• Do not mix the styles.• Relax and see if the display sells.



Purpose of Display

• The purpose of Display in a store is to attractcustomers to the store, and ultimately convincethem to buy the merchandise. The mainpurposes of a display can be discussed as

under:• Sell by show Encourage the shopper to enter the

store Establish, promote & enhance the store’svisual image. To enhance the customer’sshopping experience Introduce & explain newproducts Educate customers by answering totheir queries regarding the use &accessorisation of a product.



Functions of a Display

• The display in a store functions in the followingthree ways:

• It presents the selection of merchandise in a

manner that will maximize both space andvisibility to customers.

• To allow store sales associates to interact withcustomers more effectively.

• To enhance the visual appeal of a product toencourage customer’s interest and subsequentpurchase



Points to Enhance the Display

• Create a strong entrance.

• Allow front-to-back sightlines.

• Take advantage of the highest profile location and placethe best selling merchandise in this area.

• Direct and redirect common customer traffic patterns,which will encourage them to zigzag through the store.

• Wrap it all up at the cash-wrap stand, to enable thecustomer to reach that point after seeing the

merchandise.• Maintain an active feeling in your store so that the salesassociates do not congregate in one location and do notmake the store look static



Types of Display

• Approaches to merchandise presentation varyaccording to the type of display- from special, orfeature, areas to regular freestanding

assortments and wall units. Special displayareas include end-of-aisle end caps, windowsand point-of-sale and demo areas.

• A display is at its best when it simply shows a

colour, an item, a collection, or just an idea



Types of Display

• Types of displays include the following:• One Item Display • Line-at-goods Display• Related Merchandise Display • Variety or Assortment Display • Promotional Display • Institutional Display

• Seasonal Display• Holidays Display• Creative Display



One Item Display

• A one-item display is just the showing andadvancement of a single garment or anysingle item. It features only one piece of

merchandise-designer gown, automobile,piece of jewelry etc



Line-at-goods Display

• It is a kind of display in which only one type ofmerchandise is shown, (viz; all trousers, all shirts, potsetc.) although they may be in a variety of designs andcolours.

• They could be designed by the same designer, orcreated with the same fabric or print, or they could allfeature a common theme.

• However, for more effective presentation, and for bettercomprehension and acceptance by the shopper, there

should be some connection or relevance indicated as towhy these three or four articles are being showntogether.



Related Merchandise Display

• When the store wants to deliver amessage that says, “I’ am a complete

outfit, buy me,” it often chooses to feature

the outfit or ensemble in a setting by itself.

• The intention is to entice the customer tobuy a total package rather than one or twoitems.

• The main merchandise of purchase is setalong with all other complimentingmerchandise tempting the shopper to butall of them alto ether.



Variety or Assortment Display

• It is a potpourri of anything and everything.

• It is a collection of unrelated items thathappen to be sold in the same store.

• It can be work shoes, silk stockings,teakettles, Hawaiian print shirts,nightgowns etc.

• It is a mélange of odds and ends, asampling of the merchandise containedwithin



Promotional Display

• This kind of display advances concept,trend and an item. The basis of this kind ofdisplay is often the sales.

• It has a very low margin of profit and thusneeds a large sales volume to exist.

• These display stores generally advertise

prices

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Lighting and Display