Page 238 - DMGT552_VISUAL_MERCHANDISING

Unit 12: Visual Merchandising – Hands On

Self Assessment Notes

Fill in the blanks:
12. A ...................... is something used with a product in a display that clarifies the function of
the merchandise being sold or the story being told.

13. Props are used in ...................... to tell a story about the product, the merchandise concept or
the store itself.

12.6 Lighting

Lighting is one of the most important elements of a display. If properly used it will aid in selling
merchandise and thereby add to the profit of the store.
Working with light to make displays and merchandise more dramatic is 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 merchandise and also change the appearance of
merchandise colours.
Proper display lighting is vital to selling. It calls attention to merchandise. It pulls customers’
eyes to the merchandise and encourages them to buy. Moreover, it can be used to direct shoppers
through the store, urging them to pause and examine displays of feature. You may have trouble
seeing them in the sunlight. Lighting should also have the quality and colour that bring out the
best features of the merchandise.
Expert display people use light in the same way a musician uses sound. A musician varies the
volume to attract attention and manipulates tones to create a mood. Similarly, a display expert
varies the amount of light to pull shoppers over to a display, using coloured lamps, soft light,
and so on, to create a buying mood.
The lighting must be considered in planning a store beginning with the sign out front that
identifies the store and going right up the stairways, down the aisles, to the elevators, and back
to the front door. The retail environment has changed dramatically in the past 20 years. Since
90% of purchasing decisions are made at the point of sale, many retail stores have begun providing
themed environments and a theatrical experience to excite customers and entice them purchase
their products. In regard to lighting, we’ve seen many changes as well. Day-lighting has been
shown to provide a highly satisfying visual environment that can support retail sales; store
owners are more aware of lighting cost per sale and therefore are seeking energy savings
through new technology; and new solutions such as T5 and ceramic metal halide lamps are
available and growing in use.
Figure 12.3: Lighting is Retail Environment

LOVELY PROFESSIONAL UNIVERSITY 233