Visual Merchandising Display - Fairchild Books

More documents

Recommendations

Info

interiors—like an Abercrombie & Fitch store. The lamps are available in correlated color temperatures ranging from 3,000 to more than 20,000 K (kelvin). With “pulse start” technology, there is improved color rendition, and the K variance is plus or minus 100 K. PAR and Ceramic Compact Metal Halide (CDMT) lamps now produce four times more light than a halogen lamp of the same energy, and it is also possible to control glare and focus better with CDMT lamps because they can be used with reflectors and lenses. As of now, the size of the CDMT lamp makes it difficult to use in some areas, but the lighting companies are working on making the fixtures and reflectors smaller and more adaptable to other uses. Ceramic Metal Halide Lamps This is a variation on the old mercury vapor lamp. A ceramic tube containing mercury, argon, and metal halides is used, and the electric charge is introduced. The metal halide salts are partially vaporized, and inside the hot plasma, the salts are disassociated into metallic atoms and iodine. The temperature within the tube can be greater than 1,200 K. The metallic atoms produce a bluish light that is close to daylight, with a color rendering index (CRI) of 96. It is also possible to get warm-white lamps with a 78 to 82 CRI. Some manufacturers, including General Electric, are producing ceramic metal halide lamps like the new 23-watt GE ConstantColor CMH Integral PAR38. This lamp provides excellent energy savings and can be used for ambient and display lighting in retail settings. The lamps are available as 10-degree spots, 25-degree floods, and 36-degree wide floods with a warm, 3,000 K color temperature. Eye Lighting International of North Carolina produces a line of Cera Arc ceramic metal halide lamps with 39-, 70-, and 150-watt ratings. These feature an R9 value of 90 and a CRI rating of 92—high ratings in the industry. According to the manufacturer, “These values create rich colors, especially red, which is the most important color in retailing.” Rated at 3,600 K, the Cera Arc blends well with fluorescents and, in addition to the brilliant reds, offers great greens, blues, and white—all essential in showcasing clothing, jewelry, and flowers. 40 LED (Light-Emitting Diode) P a r t 1 : G e t t i n G S ta r t e d — V i S u a l M e r c h a n d i S i n G a n d d i S P l ay B a S i c S LED is the new kid on the block and one to contend with. It is being heralded and adapted most readily for all sorts of uses. Its small size, long life expectancy, and adaptability make it a popular choice, especially when accessibility to the light source and maintenance are involved. LEDs are solid-state devices that, unlike an incandescent, do not require heating of a filament to create light. The electricity passes through a chemical compound that is excited and then generates light. LED lighting requires a circuit board that allows electricity to pass through it at a specified current and voltage. The circuit board also requires the components that allow the LED to operate at voltages such as 12 Vdc, 24 Vdc, or 120 Vdc. General Electric has come up with a new LED module that simplifies LED lighting in directional applications, such as recessed downlights, tracks, pendants, and sconces. Small and puck shaped, the twist makes it easy to upgrade LED lighting with a simple twist of the module into the socket. The LED’s current popularity is due to its broader life expectancy. It also has no toxic elements. LEDs can last 30,000 to 100,000 hours, compared with incandescents and halogens, which last from 2,500 to 5,000 hours. LED PAR20 floods and spotlights (7 watt) can be used for shop interiors. Color rendition is improving, and colors in the white and blue spectrum are getting brighter and warmer. With its multiple colored light possibilities, LED is being used for creating color effects in wall washing and signage. Some of the benefits associated with LED have been outlined by Environmental Lighting Company, a resource for these lighting products: u Extremely low power consumption u Extremely long life (50,000 to 100,000 hours) u Durable and insensitive to vibration u Dimmable and programmable u Lightweight and compact u Color without the use of filters or lenses u No reflectors required to direct light u Environmentally friendly u No mercury or other toxic elements u Recyclable
With LED lighting offering so much, and being so new, there will be new advances made daily in the uses and applications of the LED technology for store lighting and point-of-purchase displays and signage. What is important is that LED is cost effective, energy efficient, and “green.” Secondary, or Accent, Lighting Flat, shadowless, overall lighting can create a lethargic and boring selling floor. Glare or overly bright, strong light can be irritating and a detriment to selling. Shadows and highlights are necessary; they can delight, intrigue, and pique the imagination. Sparkle and shimmer can stimulate and titillate. A selling floor, and especially a display, needs changes from light to dark, from highlights to shadows. They need flash and sparkle and should make the viewer’s eye travel over the area. Secondary, or accent, lighting should accomplish all this. Secondary lighting devices can be “candlelit” chandeliers, wall sconces that suggest warmth and elegance with only a minimum of actual light, lights on a track that serve to supply extra light where it is needed, and hidden lights that wash a wall with light or color and beckon the customer into the department for a closer look. Secondary lighting can also diffuse a ledge area with a glow or an aura of light. It can be a spotlight on a display or the light in a case or under a counter. Incandescent bulbs—from tiny bee and twinkle lights, to small, candlelike, or complexion bulbs, and on up to full-sized globe, pear, or reflector-type bulbs—are most frequently used for secondary lighting. The long showcase, or “sausage,” lamp is an incandescent that somewhat resembles a small fluorescent tube in shape, but it gives off a warm light and fits, almost invisibly, into display cases or under shelves. When lamps are hidden behind valances or recessed under grids or baffles, and warmer colors are not needed, fluorescent lights may work effectively to provide secondary lighting. However, incandescent secondary lights will add highlights, provide shadows, mold and dimensionalize the merchandise, and flatter the customer’s complexion. Accent or focal lighting not only highlights the product or the group of merchandise, but also makes it stand out from its surroundings. Under the accent light, the color of the merchandise appears sharper and more brilliant, the textures are defined, and the details are brought into prominence. The strong, focused light of the accent lamp can make a product stand out in a highly illuminated selling floor or in a sunlit window. It works most effectively when the surrounding area is low-keyed and rather dim so that the accent light seems even more brilliant by contrast. Incandescent spotlights are used as accent or highlighting lamps in the showing and selling areas, in display windows, on platform and ledge displays, and on island setups. (See Figure 4.9.) Colored Lights and Filters Just as pigments can be mixed to produce new colors, colored lights can be mixed to create new and different color effects. The primary colors of light are red, green (not yellow, as with pigments), and blue. White light can be produced by mixing the three primary colors of light. Red and blue light together will produce a magenta or a purplish red. Blue and green will combine to form cyan or cyan-blue, which is actually a bright bluegreen. Red and green create a yellowish or amber light. Thus, the secondary colors of light are magenta, cyan, and amber. (See Figure 4.10.) Figure 4.9 Chandeliers, wall sconces, lamps, and backlit photo panels are all secondary lighting devices that do not necessarily add much light to the setting but that do provide a sense of atmosphere. Here, the decorative, custom-designed chandeliers contrast with the stark white walls and ceiling and add to the exotic quality of the boutique. Zainab, Los Angeles. Design: Seyie Putsure, Seyie Design, Los Angeles. c h a P t e r F o u r : l i G h t a n d l i G h t i n G 41
Page 1 and 2: Visual Merchandising Display and SI
Page 3 and 4: Visual Merchandising and Display Si
Page 5 and 6: Contents Preface xiii Acknowledgmen
Page 7 and 8: MR16 and MR11 39 Metal Halide Lamps
Page 9 and 10: End Use 184 Construction 184 Upkeep
Page 11 and 12: Theme 359 Color and Texture 359 Gra
Page 13 and 14: in their street-facing windows. Mor
Page 15 and 16: After you hAve reAd this chApter, y
Page 17 and 18: Retailers think of their stock; the
Page 19 and 20: from another. The light level and t
Page 21 and 22: that moment, is not super-blue-whit
Page 23: provide so much light, they are bes
Page 27 and 28: Table 4.2 this chart shows the effe
Page 29 and 30: With respect to which light source
Page 31 and 32: affle colored lights color of an ob
Page 33 and 34: Chapter Twenty-Six Visual Merchandi
Page 35 and 36: so the retailer has to provide reas
Page 37 and 38: Unfortunately, some retailers haven
Page 39 and 40: Figure 26.4 For this Timberland ven
Page 41 and 42: even more effective in bringing the
Page 43 and 44: Figure 26.10 The Nau pop-up/green s
Page 45: ig-box store, or superstore categor

Visual Merchandising Display - Fairchild Books

You also want an ePaper? Increase the reach of your titles

Delete template?

Save as template?