LIGHT AND LIGHTING

The Color Of Light

• Light makes things visible
• All color depends on light

Kinds of Light

1. Natural Light
2. Artificial Light
• incandescent
• florescent
• high intensity discharge (HID)

Visible Light

• Is composed of the whole spectrum of light from violet to red.
• All light is caused by waves of radiant energy that vary in length from shortest (violet) to longest (red)
• Ultraviolet, x-rays and gamma rays are too short to see, infrared and radio waves are too long.

Some light sources reflect the shorter waves and appear more blue, some the longer and have a warmer tone.

The Color of an Object

Is the result of the object’s absorption of color waves:
i.e – a blue object absorbs all the waves but the blue ones
Black absorbs all waves
White reflects all waves

Planning Window Lighting

An unlit or poorly illuminated window becomes a giant one-way mirror.
The cheapest and most effective way to get attention and recognition is good lighting

The Open Back Window

Lighting in the display area must be strong enough and bright enough to attract and keep the eye from going past the feature merchandise.
• focus light away from the glass
• avoid lighting the mannequin’s face – chest lighting is best.
• place the merchandise as far back as possible to prevent conflict with daylight
• create a backdrop with fabric, screen, wood, plants

A great opportunity for magical lighting effects
• Paint the background with light
• dramatize the scene using colored lights or gels
• used patterned filters or gels
• put the merchandise as far back as possible

Light

Directs the shopper’s attention from one presentation to another, points out focal points and displays

Store Lighting Plan

Includes overall illumination of the space and also the accents that point things out.
• wall lighting can show off wall stock
• careful lighting necessary at “moment of truth” spots.

General or Primary Lighting

All over illumination that fills the selling floor.

Florescent

Least expensive and most energy efficient. It can appear flat, even, cool. Provides little depth. Can be accented with other lighting.

Makes some things, (silverware, jewelry) sparkle, but skin tones are not flattered. Enhance with an incandescent near the mirror)

Are covered by baffles or grids.

Compact Florescent Lights

Incandescent Lights

Warm, short lived, energy inefficient. Being phased out.

High Intensity Discharge Lights (HID)

Comes in a range of colors, useful as spots.

MR16 and MR11

Miniature, low voltage tungsten-halogen lamps that emit sharp bright light and produce a color balance close to sunlight.

Metal Halide Lamps

Especially effective for spotlighting and accenting product displays or creating pools of dramatic lighting.

LED (light emitting diode)

Small, long lived and versatile.

Secondary or Accent Lighting

Colored Lights and Filters

Spotlights

Accent Lights

Planning Store Lighting

Proper Lighting requires a palette of lamps and light sources to create a total effect.

Using Light Effectively

• Avoid Green – it accentuates blemishes. Pink is universally flattering
• Avoid bright white lights on mannequins face, elbows or shoes
• Use colored light to create the SETTING for merchandise
• It is better to light ACROSS the display than directly DOWN on it
• Check to see that the lighting works at night
• Hide your wires.