Lighting

Lighting

Lighting and Impact Effective lighting will:

Attract customers to your storeGuide them through your storeDraw attention to specific

products

Allow consumers to examine and appreciate merchandise

Help close sales

General Objectives To be effective, ‘good lighting’ must:

Promote a sense of well being A special place that is fun and comfortable for

customers AND employeesCreate visual impact – the WOW factorBe flexible!Be responsible

(energy efficient)Offer easy maintenance

Lighting Can Communicate

To the customer:Merchandising strategyThe type of customers targeted by the storeQuality of the products insideRange of price pointsThe type of service offered

To the employeeWorkplace standardsBrand commitment

The ‘Feel Good’ EffectCustomers who feel good.. Like the way they

look! Stay longer Spend more money Enjoy coming back

often Make great advocates

Employees who feel good… Stay focused and on

task Are friendlier Enjoy their work Are more productive Make great advocates

Lighting Shapes Behavior

Visibility of vertical and horizontal joints aids orientation

People follow the brightest path

Brightness will focus attention

Lighting alters body position

Light and Color = Impact!

90% of purchase decisions are made at the point of sale!

Light and color - including wall color and the color your lights produce – affect both the appearance of your merchandise AND how the customer feels about purchasing! If your lights enhance merchandise but

make the customer look pale and unhealthy, the customer will not want to buy, and may not want to ever come back!

To engage the customer, you have to create the

right environment!The right lighting can set the scene, create the mood and support your brand!

Types of lightingAdvantages & DisadvantagesPrimary UsesSchemes & ExamplesCommon Problems

Lighting Specific Product Efficiency Schemes, Environment & Examples Tips

Physical

FLUORESCENT

Fluorescent lights come in tubes of varying length to fit inside of showcases or into large ceiling mounted fixtures.

Fluorescent LightsADVANTAGES Creates a very natural

type of light that is pleasant to the eye

Under the right conditions and using a high degree Kelvin bulb, can come close to mimicking natural daylight.

Produces more light than heat

DISADVANTAGES Fluorescent technology

does not produce very much power.

Fluorescent lights simply provide - light but do not do much to illuminate jewelry.

They will not make a diamond come to life and sparkle

Fluorescent Lights Best Use: inside a showcase

or as ambient (ceiling) light cannot create enough power

(foot-candles) to have any use above a showcase.

Problem: Inconsistent product appearance If another technology is used above the cases, the

jewelry will look different inside the case then it does when it is taken out of the case.

HALOGENVery small bulbs with self-contained reflectors that emit a great deal of energy (light AND heat). The majority of stores using halogen lights use MR-16’s, most commonly 50 watts.

Halogen LightsADVANTAGES Relatively inexpensive as

the bulbs and transformers used to create a fixture are efficient and economical

Size. The transformers are fairly small and the bulbs have their own built in reflectors, making them more compact

DISADVANTAGES Small output and range,

requiring about one fixture per foot for adequate output

Generate a lot of heat Use a lot of energy Generally don’t have a

long working life

Halogen Lights Best Use: May be used in

over-case (track, recessed or pendant) or in-case fixtures

Problem: Inconsistent tone over time As the bulbs age, they tend

to make diamonds look dull and yellow.

CERAMIC METAL HALIDE

Ceramic Metal Halide is a lighting technology that is in the HID (High Intensity Discharge Family). The bulbs are small, produce a lot of light, have extraordinary color and are powered by sophisticated electronic ballasts.

CMH LightsADVANTAGES Color remains constant for

the life of the bulb Variety! Available in both

cool (4000K – 4200K) and warmer (3000K) light and in a wide range of wattage

Routinely rated to last between 10,000 and 12,000 hours

DISADVANTAGES As the lamp gets older, it

requires more energy to operate

May tend to ‘flicker’ at the end of their life

CMH Lights Outstanding Durability & Efficiency!

The ballasts are warranted for 3-5 years Due to the intensity of the light that is produced and

the quality of the components, CMH are a very energy efficient technology

CMH Lights Comparisons…

One 70 Watt CMH fixture can produce the same amount of light as 4 – 5 50 Watt Halogen MR-16 fixtures.

A store using 5-6 Halogen lights for each showcase (using 250 to 300 Watts of power) can now use just one or two 70 Watt CMH fixtures

Power usage is reduced drastically!

CMH Lights Best Use: Varied and flexible application

CMH light fixtures are manufactured for track, recessed and pendant installations

CMH fixtures create such a perfect balance of light intensity, color and quality that they make diamonds, gold, silver and colored gems burst with color and sparkle.

CMH lamps make jewelry look better, which increases sales.

LED

Light emitting diodes - an excellent source of energy efficient lighting. LED is the latest up and coming light technology

LEDADVANTAGES provide beautiful light

and great color Rated to last over 40,000

hours Small and easily

positioned without being intrusive

Creates no radiant heat No maintenance

DISADVANTAGES Currently, cannot be

used for higher ceilings

Technology still evolving

Smaller beam spreads

LED Best Use: Inside of showcases and for

ceilings that are 9’ or lower. Problem: Weak output

at distances so track lights with extension poles needed for higher ceilings

LED

Poor quality LED fixtures age quickly and the light continuously decreases as the LED lamp losses its efficiency.

Only high powered high quality diodes will maintain power and color over life of fixture

Warranty must be at least 3 years or LED is not high quality

There is a correlation between price and quality. Cheaply priced LED’s are cheaply made.

Ambient AreasUse a compact fluorescent lamp or LED

Pleasing to the eyeWill not place any emphasis

on the area it is intended to illuminate.

Use a 3000K to 3500K temperature light.

Showcases General priorities for showcases

Proper lighting will not cast shadows and will allow the product to sparkle

The customer should not cast a shadow over the product

Heat and color of the light (source) should be controlled

Inside Showcases Light source should be

placed on customer side of the case:

Won’t interfere with the viewWon’t cast shadows

LED’s create no heat so they are perfect for inside of showcases.

Over Showcases 3 options for over-case lighting

Track Recessed Pendant

Showcase light should be on average, 10X more powerful than ambient lighting

DiamondsUse a 4000K or higher lamp

A 70 Watt CMH bulb with a CRI over 90 and a temperature of 4000K to 4200K is great for diamonds.

An LED with a lumen output above 900 and with a cooler (over 4500K) light is also perfect for diamonds.

DiamondsFixture Options for Diamonds

About 5 feet above cases, space fixtures approximately every 3-4 feet for Metal Halide.

5 feet or lower for LED spaced about 2 feet apart

Higher ceilings require either More fixtures with closer spacing Pendants to bring light closer to the product or

track lights with extension poles.

Colored GemstonesUse a lamp as follows:

Colored gems look best in lighting between 3000K and 4200K

If colored stones are mixed with diamonds the best way to illuminate them is using the 4200K diamond light fixtures.

If colored stones are “stand alone” then use a 3000K to 3500K color light

Colored Gemstones Ideally, segregate gemstones by color Use ‘Sympathetic Lighting’ to maximize

beautyWarm hues (reds, oranges,

yellows) Warm, daylight-equivalent light

(3000 – 3500K)Cool hues (greens, blues,

violets) and pearls (black and white) Cool daylight source (4500 -

5000K)

Lighting Schemes The best lighting schemes use gentle ambient

lighting while creating distinctively lit areas for each product category.

Diamonds (4000K to 4200K color) Gold (2800K to 3500K color) Silver (4000 to 4200K color) Colored gemstones (3000K to

4200K color depending on the type of gems)

‘Green’ Technology LED meets the increasing demand for

energy efficient or ‘green’ technology Using LED lighting would reduce energy

consumption by about 60% compared to CMH and over 80% compared to halogen

Retrofitting and Upgrading

Upgrading lighting can be an expensive proposition.

View the upgrade as an investment that will deliver a significant return over a long period of time.

Some store owners have reported sales increasing over 25% after upgrading the lighting in their stores.

Retrofitting and Upgrading

Upgrading lighting can be an expensive proposition. Invest in high quality

fixtures and only buy them from a knowledgeable and reliable company.

Create the Environment

3 specific differentials combine to create perceptions (Dr. John Flynn)

Uniform vs. non-uniform distribution of light

Bright vs. dim levels of illumination

Overhead vs. peripheral (wall) lighting

Create The Environment

PLEASANT Wall lighting vs. all

‘direct down’ from ceiling Non-uniform distribution

of brightness Bright or dim relative to

task

UNPLEASANT All direct down ceiling

lighting Uniform distribution of

brightness throughout One consistently static

design

Window Displays They should be brightly lit and catch attention.

In summary Bring the lights close to the product

Improve appearance and avoid wasting energy

Don’t ‘over-illuminate’Avoid the temptation to ‘accent everything

and highlight nothing’ Avoid glare

Check angles and monitor movement Remember the importance of color

rendering

More summary points Remember that outstanding lighting is

an INVESTMENT – not an expense! Hire an innovative lighting designer! Work with a quality source for materials

and suggestions Determine who you are and what you

want to convey, then insure that your environment accurately represents your brand!

What do I do with this info when I get

home? Look at your lighting with a critical eye and see if it is working right for you

Develop a lighting plan to correct mistakes you find

Invest in changes to improve Track lighting developments for

possible future implementation

Questions, Comments .