Page 241 - DMGT552_VISUAL_MERCHANDISING

Visual Merchandising

Notes minimum adequate store illumination. This type of lighting illuminates both the merchandise
and the traffic path in a store.
Secondary/Accent Lighting: Primary lighting is inadequate for the specialised showing of
merchandise. For this purpose, secondary lighting should be added: Spot- and floodlights
augment basic window lighting, brightening the shelves, the cases, the counters, and the
merchandise. In this phase of store illumination, lighting begins to function as a selling force.
Besides selling the store, lighting is now selling the contents of the store. Secondary store
illumination includes down lighting from the ceiling, showcase lighting, and valance lighting.
You may also be use Secondary lighting for atmosphere lighting, the final element in store
lighting. This is the phase that plays light against shadow to create the distinctive effect in
specific displays. It is atmosphere lighting that concerns the display person most directly. In the
windows, colour filters, pinpoint spotlights, and you may use black lighting to create dramatic
effects. Inside the store, atmosphere lighting is used in featured displays.

12.6.3 Types of Lighting

Following are the various types of lighting available for stores:

Task Lighting: This type of lighting is used in work areas, such as under the counter of the cash
wrap or in a stock room. This lighting is usually fluorescent and should not create shadows.
Light Source: This is used as Selling Tools. Colour means little unless it is considered in relation
to the type of light in which the colour is seen. It is light that makes things visible. All colours
depend on light. There’s natural daylight and there’s artificial light, which can be incandescent,
fluorescent, or high-intensity discharge (HID) lighting.
The judicious use of lamps is also encouraged. Present day lamps are economical and offer
variety for effective display.
Fluorescent Lighting: Fluorescent lighting is electrical energy causing phosphors to glow in a
tube. It is very economical and provides shadow less light that is valuable for general background
or ceiling illumination. It is cool and produces little heat, making it good for small, enclosed
areas. However, it tends to make some objects look unpleasant and cannot be focused or projected.
Maximum efficiency is obtained when the tube is placed next to a flat white surface that reflects
the light beams.

Fluorescent lamps come in various wattages and sizes and are used for general room lighting,
large-area display lighting and specialised lighting on shelves and showcases. A wide range of
shades is available for enhancing the colours of merchandise and the atmosphere of the store.

1. Warm white and deluxe warm white fluorescent lamps – create a warm atmosphere and
blend well with incandescent lamps.
2. Deluxe cool white fluorescent lamps – produce a cool or neutral environment that blends
with daylight. They give colours a bright, clear natural appearance and flatter customers,
employees, and store decor.
3. Coloured fluorescent lamps blue, green cool green, gold, pink and red produce dramatic
effects and coloured backgrounds.

4. Ultraviolet fluorescent lamps – can be used in areas of reduced general light level to create
unusual black-light displays.
Fluorescent fixtures and lighting can be shielded, filtered, or softened with grids, baffles, or
diffusing panels. A baffle is any device used to dissect, divert, or disseminate light. It can be a
louver over a light, an egg crate grid, or even an angled panel that dissects the stream of light.

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