Page 239 - DMGT552_VISUAL_MERCHANDISING

Visual Merchandising

Notes Lighting should be considered a sales tool in retail environments. It can be used to entice
customers into the store, lead them through merchandise areas, call attention to specific
merchandise, and draw customers through the transaction process—all the while conveying
specific moods or enhancing merchandising themes. Effective use of light can dramatically
enhance the performance of most retail environments.
Merchandising areas can be dynamic lighting environments in which key items may be moved
frequently. In these areas, it is critical to think of light in three dimensions since the task may
range from horizontal merchandise tables to vertical display walls, and even to making customers
appear flattering in fitting rooms. Light quality requirements that must be considered involve
colour quality, distribution and glare control.
Most retail environments are lighted using either a static or kinetic approach. In a static lighting
system, the fixtures are fixed in position to provide either uniform general pattern illumination
or lighting that follows the merchandising layout. In a kinetic lighting system, general lighting
is supplemented by fixtures that can be moved and aimed to flexibly support changing
merchandising goals. The merchandise strategy generally determines which lighting system is
more appropriate. In both cases, additional supplementary lighting may be required for specific
task spaces such as point-of-sale areas. In addition, specialty lighting may be employed in
themed environments.

12.6.1 Understanding the Lighting System

Light can define space, substance and style. Lighting is an important part of every home and you
should take utmost care for the lights you arrange in room. Rooms must get adequate light so as
to brighten the area. Today the lighting system has got modern and cost effective with the
coming of power saving lights.

Lighting is as necessary as anything which adds to home decor. But we should be careful while
selecting lights in homes as bright bulbs and other unpleasant lights should not be installed in
areas of work. Other rooms like living room, dinning room and bedroom should have few
dimmer lights and several other common lights and tri-light switches which will allow you to
adjust the lighting level to match needs.
The choice of fitting according to the room, gets very difficult, one gets puzzled off as there are
so many varieties in lights like the table lamps, spot lights, clamp lights, recessed/surface
mounted lights, up lighters, halogens, incandescent bulb, pendants, fluorescent fixtures and lots
of others. Once the basic idea of the space, mood, interior design, highlighting, function of work
have been specified, one can then consider the basic types of lighting. Initially only the planned
positions of lights need to be decided. Later, the selection of bulbs and the exact effect can be
created. One should always keep in mind some of the basic rules while designing the light.
1. Every activity that takes place in the interior must have lights of the right kind, intensity
and the right direction.

2. The eye prefers even lighting with the minimum of contrast between the brightness of the
room surfaces and the lighting fixtures.
3. The eye works best when the work surface is more brightly lit then the surroundings.

4. The eye is stimulated by the contrast of tone and sparkle.
5. When room lighting change, color changes or disappear, thus objects become more or less
important in the room.

6. There are three basic types of lighting which are categorised according to the intensity of
the light used.

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