introduction - cbmc retail lighting...
TRANSCRIPT
2
introduction
lighting
your
store is
our
business
This Application Guide is designed as an introduction to retail lighting and istherefore a summary of the many principles and protocols involved in the lighting
design process. Each retail project is a collaborative effort requiring theeducation, creativity and perspective of many different design professionals.
Successful retail lighting requires more than application knowledge andexperience. It also requires the latest in lamp and luminaire technology.
Whatever the retail project, remember that the professionals at Day-Brite|Capri|Omega are ready and available to provide a perfect solution, no
matter what your retail lighting needs.
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A retail store is truly a unique interior environment. Beyond an intricatearchitectural space, it is a merchandising arena where products can be enhancedthrough lighting, fixturing, signage and displays. In addition, it is the executionof the brand promise to the consumer at the store level. Brand drivers, fromeconomy to exclusive fashion, are delivered not only in the selection andpresentation of merchandise but also as part of the overall store image. Lightingplays an important role in the composition of that image as well as in its delivery.
Lighting for merchandise spaces should be considered not just a functionalnecessity, but a form of visual communication between the retailer and theconsumer. Shoppers are influenced throughout the store by visual presentations.Store front windows and interior displays can engage the consumer and pull theminto the selling arena. Properly lighted and balanced presentations can also givemerchandise added appeal and highlight unique selling features. Lighting is alsovital to creating a pleasant atmosphere that suits the theme of the store – fromsubtle and sophisticated to boldly theatrical.
Introduction ..................................................................................................2Retail Lighting Techniques/Principal needs ....................................................4-5Store Type Classifications............................................................................6-7Ceiling Height Correlations............................................................................7Lighting Protocols – Recommended Lighting Guidelines ....................................8
General Lighting ................................................................................9-11Accent Lighting ................................................................................11-12Perimeter Lighting..................................................................................13Feature and Display Lighting ..................................................................14Additional Protocols..........................................................................15-18
Technology Introduction ..............................................................................19Energy Considerations ................................................................................19Lighting Design Practices ........................................................................20-21Color Considerations ..................................................................................22Summary ..................................................................................................23
retail applications
table of contents
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Lighting has a major influence on how consumers arrive at in-store purchase decisions. Since shoppers are naturally attracted
to the brightest areas of the store, lighting techniques such aswall washing, indirect and cove lighting can be applied to lead
the consumer through the store in a deliberate traffic pattern andguide the purchase decision making process.
In addition to emphasizing the texture, shape, finish and colorof merchandise, the contrast ratio of accent lighting to its
surroundings also creates a hierarchy of importance on theselling floor - determining which featured product and displayswill receive the most attention from shoppers. Attention created
by color and color contrast is also an important consideration inthe application of retail lighting. Lighting can also be appliedto effectively speed transaction time, improve accuracy at the
cash counter and generally facilitate the sale.
Achieving your retail lighting goals can indeed be a complexprocess, requiring not only the latest in lamp and luminaire
technology, but also proper lighting application methods and techniques.
Four basic criteria that help determine the type of lighting to beused in a retail area include:
u Merchandising Effectivenessu Store Image and Brand Promotion
u Customer Comfort and Safetyu Total Operating and Acquisition Costs
retail lighting techniques/principal needs
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principal needs (continued)
site electricity use in retail and service buildings
The Four Principal Needs listed below focus on creating a successful retailing process. Althoughevery retail application is unique, it is helpful to address these needs as categories, supported byinnovative lighting equipment and techniques. More emphasis may be placed on certain areasversus others according to each specific retail strategy.
1) Merchandising Effectiveness: Draws attention and attracts customers, while guiding them throughout the store. Displays andhighlights merchandise with versatility but with a focus on featured merchandise. Another factor ofthe merchandising effectiveness is the actual completion of the sale.
2) Store Image and Brand Promotion:Supports differentiation from nearby competitors and supports brand displays, promoting the storeconcept in both day and night applications.
3) Customer Comfort and Safety:Directs traffic pattern throughout the store, while enhancing the feel and look of a space andproviding a safe exit (outdoors) or evacuation (indoors).
4) Total Operating and Acquisition Costs:Address both the initial investment cost and the operating costs of running the store.
LIGHTING
OTHER & MISCELLANEOUS
VENTILATION
OFFICE EQUIPMENT
SPACE HEATING
COOLING
SOURCE: D.O.E.'s Energy Information Administration
59%
14%
5%
7%
6%9%
Retail Lighting FactsElectricity is used for a variety of different purposes –
the most (59%) being used for lighting.
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The Illuminating Engineering Society of North America (IESNA)has established a classification for different retail stores based ontheir type, quality, price point-of-merchandise and method used tosell products or services. See IESNA Recommend Practice RP-2-01, Lighting Merchandise Areas.
The classification is grouped into three main categories wherestores share similar retail and merchandising strategies. This sub-categorization will be followed further in the following pageswhere the different lighting protocols are explored for each type.
Category A - These types of stores usually are large spaces withhigh ceilings where shoppers may have a difficult time orientingthemselves unless they are familiar with the aisle configurations orrack placements. From a lighting perspective, brightly illuminatedspaces with very uniform distribution convey a professional andclean look with additional lighting for counters and displays.Special attention to signage will aid shoppers in their orientation.
Category B - These types of stores are open, large spaces withhigh uniformity levels but with relatively medium light levels inorder to provide adequate contrast ratios for the featuredmerchandise. These stores utilize a number of displays where veryhigh color rendition is a requirement. Typically a wide selection ofproducts can be found at competitive price levels.
Category A• Warehouse• Discount Mass Merchant• Grocery/Supermarket• Self Service Convenience
Category B• Department Store• Better Mass Merchant• Specialty Shops• Life Style Shops
store type classifications
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Category C - Specialty type stores (Boutiques, Designer &Upscale) require unique execution of their lighting in order todraw attention and help guide patrons throughout the store. Inmost cases, the merchandise selection is not as wide as in theprevious types of store classifications and focus on exclusivity,demanding a higher price point. The environment is usuallyidentified with lower light levels that provide a residential andcalm setting where good contrast allows for enhancedvisibility of the merchandise and displays.
Based on the store type categorization, a relationship or correlation can be drawn between the store and itstypical ceiling height (see table below). Note that the higher the ceiling, the more important it is to be able tocontrol the light output and the possibility of glare. At the same time, a higher requirement is placed on energyefficient systems, due to the higher lumen package required to deliver the corresponding higher light levels.
Consideration needs to be taken to the type of ceiling: truss, grid, suspended, etc. In the store classificationbelow (see photo) the Discount Mass Merchant stores tend to be open ceilings where luminaire placementusually is addressed from trusses or ceiling elements. While in Department stores and Upscale Specialty, asuspended ceiling will commonly be present, especially as the image and quality of the retail spaces improve,requiring surface or recessed-type lighting systems.
Category C• Upscale Specialty• Upscale Lifestyle• Precious/Fine Jewelry• Designer Boutiques
store type classifications
ceiling height correlations
Ceiling/ Store Type Classification Mounting HeightWarehouseDiscount Mass Merchant > 25’ HIGHGrocery/SupermarketSelf Service ConvenienceDepartment StoreBetter Mass Merchant 15’-25’ MEDIUMSpecialty ShopsLife Style ShopsUpscale SpecialtyUpscale Lifestyle <15’ LOWPrecious JewelryDesigner Boutiques
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Lighting is a powerful form of visual communicationbetween the retailer and the consumer and is key to theoverall success of the shopping experience. In thissection, the various lighting principles are examined andrecommendations are provided in the form of thefollowing protocols:
• General Lighting • Accent Lighting • Perimeter Lighting• Feature & Display Lighting• Decorative Lighting• Task Lighting• Exterior Lighting• Emergency Lighting
lighting protocols
Merchandising Spaces Light Levels (Fc)Horiz. Vert.
Alteration Rooms 50 30Fitting Rooms 30 5Sales Transaction Areas 30 N/AShow Window Display 300-1000 300-1000Circulation 10 N/AFood Court 30 3Entertainment Areas 50 10Directory/Info Desk 100 30
Special considerations are given toproper merchandising and productdisplay by identifying the actual plane inwhich merchandise is displayed.Therefore, in visual displays, theilluminance levels refer to the verticalplane.
Depending on the designer or specifier’schoice, there are several ways to delivera general lighting scheme. Using adirectional execution (as found withdownlights and parabolic reflectors), youdeliver light where it is needed, whetheron the merchandise or on the display.With directional executions you maycontrol the path and spill of light,providing more comfort due to areduction in glare.
Using a diffuse lighting execution maylead to a more efficient use of systems(higher efficacy) which is needed forlarge areas and high ceilings. However,this is achieved at the expense of arelative addition in glare with areduction in control. Glare, or unwantedstray light, can distract the customer anddetract from merchandise displays.
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The IESNA has established recommended illuminance categoriesfor each type of store and retail environment based upon Society’sconsensus of best practices for "typical" applications (see RP-2-01).
general lighting
U = 1.25
U = 5.00
U = Max./Min.Uniformity ratio (U) closer to unity (1) provides for
more homogeneous light levels across a plane.
Uniformity
Uniform illumination typically has the least visual impacton a space. Non-uniform lighting provides theappearance of pools of light and can provide a moreinteresting visual appearance where spacing is a functionof the chosen system beam spread and desired effect.
IESNA defines uniformity (U) as a measure of relationshipsof the illuminances (Footcandles) over an area at a certainheight or plane.
Store Type Classification Light Levels (Fc)Warehouse 75-85Discount Mass Merchant 75-85 HIGHGrocery/Supermarket 75-100Self Service Convenience 75-85Department Store 40-50Better Mass Merchant 30-40 MEDIUMSpecialty Shops 40-50Life Style Shops 40-50Upscale Specialty 15-20Upscale Lifestyle 20-25 LOWPrecious Jewelry 8-12Designer Boutiques 8-12
Additionally, there are several main tasks being performed withina store that require special light levels (see chart).
general lighting (continued)
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In the highest ceiling applications (Category A), thelighting systems need to provide both exceptionalefficacy, measured in terms of lumens per watt, and highquality performance, measured in terms of controllabilityand color quality. These large spaces, in combinationwith high light level requirements, tend to have highlumen packages, which need to be shieldedappropriately if using a single light source.
Category A
Category BIn medium height applications (Category B), the spacing ofthe luminaires is limited by the type of ceiling configurationand the store symmetry (or uniformity) requirements.Characteristics of these systems should include goodcontrollability and high color quality.
Store Classifications
Expressions™
Expressions™ DI
Industrial Kinetics™
LP3 Paralouver
APEX™ Low Bay
Revelation 10"(Compact Fluorescent )
Industra™ 5
Lightwing™
Industra™ 4 LGRevelation 16" Semi-Specular
(Metal Halide)
general lighting (continued)
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Accent lighting helps communicate store image by adding interest andemotional appeal to products and displays. By highlighting or spotlightingfeatured products, lighting can emphasize the texture, shape, finish and colorof merchandise.
Accent lighting requires flexibility. Stores can benefit from track lighting andrecessed adjustable luminaires to deliver a punch of narrow-beam light. Lowvoltage halogen is very popular for highlighting, as it offers a variety of beamspreads and intensities, and it delivers crisp white light with remarkableprecision.
Since accent lighting requires more light than the surrounding area, high-intensity sources, such as low-wattage metal halide are commonly used foraccent lighting in large stores to punch through high ambient levels.
Stage lighting techniques are often applied when accenting the three-dimensional character of a product or display.
accent lighting
Category CIn lower ceiling applications (Category C), indirect/directsystems are a viable alternative for providing comfortableand soothing environments. Special attention to theclearance required between the luminaire and the ceilingmust be given to achieve uniformity and reduce hot-spotissues, along with the resultant ceiling height clearance.Parabolic recessed luminaires equipped with lowerwattage fluorescent systems are appropriate alternativesto reduce both discomfort and reflected glare.
Largo™
Adagio™
Arioso® Metal Louver
Revelation 6"(Halogen)
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When drawing attention tomerchandise, a 5:1 ratio is typicallythe minimum to create a significantvisual effect, or five times the amountof light on the item as compared tothe surrounding area. Darkmerchandise may require even morelight to bring out detail.
Higher ratios of 15:1 or even 30:1are used for feature displays andcreate sparkle for jewelry or crystal.
Accent Lighting
Effects RatioDramatic 15:1 - 10:1Moderate 5:1
Minor 3:1
Store Type Classification Accent LightingWarehouseDiscount Mass Merchant LOW/NONEGrocery/SupermarketSelf Service ConvenienceDepartment StoreBetter Mass Merchant MEDIUMSpecialty ShopsLife Style ShopsUpscale SpecialtyUpscale Lifestyle HIGHPrecious JewelryDesigner Boutiques
accent lighting protocol
Key Lighting – Hard accent light is used to createshadows and determine contrast, focal point andapproach (tells the shopper that this is the front of thedisplay). Matte finishes reflect light diffusely, however,sharp angles can produce reflected glare on glossysurfaces. Special care is needed to avoid distractingreflections, especially in glass and signage.
Fill Lighting – Softer, wider distribution of light isangled to soften shadows where needed.
Highlighting – Wide accent is used to reveal shapeand texture in products. Deeply textured products,such as a plush wool sweater, cause shadows withinthe fibers that make the material appear darker thansmooth finishes.
Backlighting – Lighting from behind accentuates sizeand shape.
Uplighting – Lighting from below creates unnatural,ghost-like shadows and should be used selectivelywhere the most dramatic effect is needed, such as storefront window displays or to create a transition betweendepartments.
CL
Back light:Lamp: Q20MR16/FL (BAB)
Key light:Lamp: Q50MR16/NSP (EXT)
Fill light:Lamp: Q20MR16/NSP (ESX)
Sculpture base
accent lighting
Source: The IESNA Lighting Handbook - 9th Edition. Figure 14-12.
Solis Track
Microslot™ DirectionalOmega Multi-Light HID
Capri Classic Track
Determine the amount or number of accents (per store classification) using the chart below.
Identify desired effect peraccent:
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Perimeter lighting effectively contributes to the perception of size andbrightness in a store while improving visibility and visual impact at thewalls. Perimeter lighting also draws the shopper out of the main aisle andinto the merchandising space.
In addition, perimeter lighting creates a softer ambiance and morebalanced environment, reducing eye strain and eventual fatigue. This isvital to remember, as the more comfortable the environment is toshoppers, the longer they will remain in the store.
Perimeter lighting also givesthe store a sense ofspaciousness and height byconcealing lights in ceilingcoves or along theperimeter. Since energycosts are always a concern,fluorescent sources aretypically employed.
Vertical illumination of wall displays can beachieved through linear or point sources tocreate continuous or individual patterns of light.
Store Type ClassificationWarehouseDiscount Mass Merchant LOW/NONEGrocery/SupermarketSelf Service ConvenienceDepartment StoreBetter Mass Merchant MEDIUMSpecialty ShopsLife Style ShopsUpscale SpecialtyUpscale Lifestyle HIGHPrecious JewelryDesigner Boutiques
perimeter lighting
perimeter lighting protocol
Amount of Perimeter Lighting(per store classification)
Light scallops - These can be the intentional or unintentionaleffect of a downlighting plan. The last row of downlightsclosest to the wall will cause light scallops, which add visualinterest. The more diffuse the light source and trim, the softerthe scallop.
Grazing - Positioning light sources close to a wall or displayis a technique where light skips along, creating patterns ofbrightness and shadow, and revealing depth of texture.
Fluorescent, Halogen, and HID sources are all used forgrazing, but today’s energy considerations often limit thewidespread use of halogen for this technique.
Wallwashing - This type of lighting visually enlarges a spacewhile bouncing light softly back into the store. Wallwashing isvery effective for lighting a diverse group of products ondisplay, as they are drawn together by uniform light.
Determine level of definition: 1. Linear (smooth)2. Individual (irregular)3. Combination
Microslot™
Capri TrcckFluorescent
Omega T5
Omega WallWash
Store Type ClassificationWarehouseDiscount Mass Merchant MEDIUMGrocery/SupermarketSelf Service ConvenienceDepartment StoreBetter Mass Merchant MEDIUMSpecialty ShopsLife Style ShopsUpscale SpecialtyUpscale Lifestyle HIGHPrecious JewelryDesigner Boutiques
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Features and displays such as rack and shelf merchandising are designedto attract customers and aid in evaluation of merchandise. Flexiblelighting systems are required to meet these constantly changing displayneeds. Illuminance levels on merchandise should be at least three to fivetimes higher than the ambient surrounding levels. However, whenadjusting the lighting system, avoid direct and reflected glare into theeyes of customers and store personnel.
Feature lighting highlights the specific merchandise and provides for easyevaluation of object texture, color, form, etc.
Determine type of lighting system:1. integrated into ceiling (general lighting)2. inside racks or showcase (counter lighting)3. shelf or wall-mounted (gondola lighting)
Determine level of definition: 1. High (> 4 times ambient)2. Medium (3-4 times ambient)
feature and display lighting
feature lighting protocol
Microslot
Gondola Luminaire
Omega T5
T5 Micro Strip
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Decorative lighting may function as general or accent lighting in aretail environment, but it is most often selected to enhance the look ofa space. By adding décor, beauty and style, decorative lighting isalso an important communicator of a store’s brand image.
For example, a classic crystal chandelier in a high-end boutique canarticulate elegance and high-fashion, or an ultra-modern pendant lightsystem can convey a fun and trendy atmosphere in the juniordepartment of a clothing store. Decorative lighting can also contributeto a feeling of hospitality and comfort to the retail experience, putting
shoppers at ease and encouraging alonger visit.
Decorative lighting elements mayinclude pendants, sconces,chandeliers, table and floor lamps,recessed downlights, cylinders, lightedsignage or graphics.
Wall sconces - Should be placed at or slightly above eye level (approximately 5 1/2 feet from the floor). Thiscreates a sense of human scale in a large space, especially important for high ceiling format stores.
Wall sconces are also recommended in dressing rooms, to supplement general lighting for evaluatingmerchandise and creating a soft glow on faces.
Pendant and chandeliers – Mounting height will vary according to ceiling height and other factors, but shouldnever be placed so high that they are beyond the shopper’s view, or too low as to hinder the shopping andpurchasing process (usually 8 to 12 feet above the selling floor).
Pendants suspended over display or cash/wrap counters should be mounted high enough above the horizontalplane so that shoppers can peer into the glass without being hindered by the luminaire (approximately 36 to 48inches above the counter).
Although decorative lighting can add visual interest and the possible need for color in a space, be careful thatthe lighting equipment and number of luminaires does not distract customers from the merchandise.
Cylinders - Mounting height will vary according to ceiling height and other factors. Use a variety of lowbrightness cylinders with efficient sources, such as Metal Halide, CFL and PAR lamps to provide broad, uniformlight distribution. Note there are special outdoor and wet location options for these types of luminaires. (SeeExterior Lighting Protocol)
decorative
decorative lighting protocol
Origins WallSconce
Solis
Solis
Expressions™ DI
Omega Up/Down Cylinder
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Task lighting provides focused, localized illumination for bothshoppers and retail personnel. Shopping tasks include readingsignage to identify products and departments, evaluatingmerchandise quality, reading product information onpackaging and small print on price tags.
Personnel tasks include merchandising and restocking product,cleaning after hours and performing sales transactions.
Completing the sale is perhaps the most important retail task as it involves thefinal interaction between both the shopper and store personnel. Adequate tasklighting at the cash/wrap counter allows sales people to quickly andaccurately wrap packages, run credit card transactions, register sales andminimize mistakes and returns.
The five factors that determine good task visibility include: contrast, size, time, and age. The luminance, or light level, on a task is usually the most flexiblevariable, and can be increased to compensate for others such as low contrastor small size.
1. Contrast – difference in brightness between the task and the surround. Forexample, it is easier to read a product label containing black text on awhite background than yellow text on a white background.
2. Size – size of detail to be examined, such as small print on a clothing tag.3. Time – speed of task, such as reading product code information while
ringing sales.4. Luminance – amount of light on the task.5. Age – age of clerk or shopper performing task. For example, a 40 year
old register clerk would need twice as much light as a 20 year old clerk toperform equally as well under the same set of circumstances.
task lighting
task lighting protocol
Horiz.Reading 30Cleaning 10Sales Transaction Areas 30Color Selection 100Wrapping/Packaging 30Filing 50
Recommended Light Levels (Fc)
ValuelineUndercabinet
Aztec Wall Bracket
Cloudline Wall Bracket
Micro Undercabinet
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Exterior lighting projects the image and brand of thestore, as well as contributes to the proper surveillance ofpeople and the property. As with any retail space, theexterior lighting should attract shoppers and provide asafe and pleasant shopping experience.
Exterior retail lighting also has a practical responsibility ofenabling customers to identify entrances and exits andprovide guided traffic patterns to facilitate both pedestrianand motorist traffic.
Parking lot lighting should be uniform in distribution andbright enough to make shoppers feel safe. However,over-lighting should be avoided, and shielded luminairesshould be used to prevent glare.
Light trespass (unwanted light as viewed from thesurrounding area) is another problem to be avoided,especially for adjacent streets or access roads, as it canproduce disabling glare for drivers as they approach thestore.
Landscape lighting can also be used to add aestheticappeal at the store front and welcome shoppers. Themain objective is to create a safe, attractive, nighttimeenvironment using energy efficient sources and low-brightness luminaires.
exterior lighting
Omega Up/Down Cylinder
WLL/WLMWall Light
SBM SmallArea SiteLuminaire
FLP Floodlight
SBX Area SiteLuminaire
DNL/DNMD/I Wall Light
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Emergency lighting insures the safety of a building’s occupants whenthe normal lighting system fails. The levels of illumination provided bythe emergency lighting systems must permit a safe exit from thebuilding. If exiting is not required, the emergency lighting shouldprovide security and comfort for the occupants until the general lightingcan be restored.
There are multitudes of specification grade exit signs that areaesthetically appealing and designed for architectural excellence.Features include extruded aluminum and die cast housings with severalstylish finish options. These exit signs are offered with the LED lampsource (red and green) making this exit sign very energy efficient andbright with uniform letter illumination.
The NFPA (National Fire Protection Agency) National Electric Coderequires that exit signs operate both with and without utility suppliedpower. When utility power fails, several alternative power supplies arepermitted.
1) A generator that supplies power at the same voltage and frequencyas the utility.
2) An inverter system or a central rechargeable battery unit thatconverts directs current into alternating current.
3) An individual rechargeable battery contained in each exit sign.
The IESNA Merchandising Recommended Practice (RP-2-01) identifiesthree methods of emergency lighting presently in use:
• Separate luminaires with independent wiring powered by anelectric generator on the premises and driven by an independentpower source.
• Separate lamps supplied by two independent power sourcesarranged so that the failure of one will cause the other to come onautomatically and immediately.
• Unit devices with individual batteries that provide the samefunctions specified in the independent power source method,except that the battery-supplied luminaires may be operated on aseparate circuit at any voltage (different from the voltage used bythe primary lighting system).
emergency lighting
30V Line
45VX Line
CXX Series
CCHX series
CRX series
CAX series
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Lighting systems consist of three main parts: the lamp, luminaire and ballast (usually included in the luminaireconstruction). The differences between various choices of lighting equipment are usually based upon differencesin technology. Here are a few tips:
Energy management is a complicated topic, but there are some basic ways to keep energy costs under controlwhile still achieving your retail lighting goals, all while complying with commercial energy codes. These codesand standards limit the total energy that can be used in a space, including lighting, HVAC systems, etc. Propercircuiting and controls (switches, dimmers, motion sensors, etc.) can help conserve energy by using theappropriate amount of light – and energy – when and where it is needed.
ASHRAE/IESNA Standard 90.1-1999/2001/2004This standard provides minimum requirements for the energy efficient design of buildings.
For retail, this translates into not exceeding 1.5 or 1.9 W/sq.ft. (2001/1999) using the Lighting Power Densities of theBuilding Area Methods. Using the Space-by-Space Method, general sales areas are allowed 1.7 or 2.1 W/ sq.ft.(2004/2001)
In this scenario, additional Lighting Power is allowed for(luminaires in) retail spaces, specifically designed and directedto highlight merchandise (ASHRAE 90.1 - 2001/2004):
• 1.6 w/ SQ. FT for highlighting merchandise• 1.0 w/SQ. FT. for decorative luminaires• 3.9 w/ SQ. FT. for displaying and selling fine merchandise
4.0
3.5
3.0
2.5
2.0
1.5
1.0
0.0
1999 2001 2004
0.5
Retail1.7 w/sf
Energy Code Conservation Dates:ASHRAE/IESNA Standard 90.1
Gen
eral L
ight
ing P
ower
Den
sity
(Watt
s/Sq
uare
Foo
t)
technology introduction
energy considerations
• T8 or T5 fluorescent electronically ballasted systems can consume up to 50% less energy.• Pulse start metal halide provides better lumen maintenance over life and therefore over 20% more efficient
than standard metal halide.• Electronic ballast operation of HID lamps improves lumen maintenance and can offer savings of over 40%
in energy costs, if applied with dimming.• Fluorescent dimming features controllable light output and operates with compatible 0-10VDC controllers.
Programmed start ensures long life operation. • Halogen lamps (low voltage and line) are more efficient and have 2-3 times the lifetimes of standard
incandescent reflector lamps.• Optically improved systems are designed to direct light into the space and onto the desired surface
providing 20-40% more efficient performance than standard reflector systems. These systems can alsoprovide improved spacing to mounting height (for fewer luminaires).
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The following are some design practices to keep in mind that support retailing lightingand merchandising efforts.
Color Harmony and Lighting Design - Understand the relationship between aspects oflighting and color. Used appropriately, theses two elements can enhance the look, feeland overall appearance of merchandise and displays.
Visual Merchandising - Lighting impacts the physical and psychological effects of interiorenvironments. Retail lighting application should keep in mind the perspective of theshopper and use lighting to influence movement and purchasing behavior.
Product Presentation - Design product presentations with an understanding of the needsof various target customers. Remember that the average age of store patrons is animportant factor in selecting light intensity and color.
Visual Presentation - Coordinate a store’s product presentations while keeping in mindthe overall design concepts, lighting and graphic/signage components. Lighting is justone part of a complex selling strategy.
lighting design practices
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The individual needs of retail stores depend on many factors, such as merchandisingeffectiveness, store image, customer comfort and safety and costs. These needs are the basisfor all design considerations, from the number of accent luminaires required to the intensityand distribution of lamps selected. The store image and format will also determine thenecessary color temperature and color rendering.
To execute effective retail lighting design, it is necessary to understand the basic lightingterms as they correspond to diffusion, distribution, intensity, color temperature, colorrendering and efficiency.
Uniform or Diffuse vs. Non-diffuse Distribution - Diffuse distribution refers to the soft, uniformlight distribution often desired for general lighting purposes. Non-diffuse distribution refers tointentional variation in brightness, as with display lighting.
Focal or Accent Lighting Distribution – Focal lights range from being very narrow (5 degrees)to wide (45 degrees) distributions and are selected according to each specific accentlighting and display application. Wall wash luminaires have distributions of 60 degrees orwider.
Luminaire Efficiency – Measured as a percentage, this refers to the amount of light leavingthe luminaire into the space vs. the total light being produced inside the luminaire. Luminaireefficiencies of 90 percent or higher are most desirable. Decorative luminaires are muchlower.
Lamp Efficacy – Measured in lumens per watt, this term refers to the total light beingproduced for the energy (wattage) expended.
lighting design practices
Color is a powerful merchandising tool. The choice of light andpigment for displays and signage attracts attention and guidescustomers. Color filters are often used on adjustable light fixtures tocreate dramatic visual effects. In particular, use of adjacent colors inthe same display is an imaginative technique for effective displaylighting.
Some responses to colors are almost universal. The use of color inretail spaces can evoke different emotional responses in shoppers.Although personal tastes in color vary, there is almost universalagreement to call yellow, yellow-reds, red and red-purples warmcolors; and to call greens, blue-greens, blue and purple-blues coolcolors.
Color Temperature and Store ImageThe retail experience is part of what communicates the overall storeimage to the consumer. Some specialty retailers, for instance,promote a brand image or "brand promise" of exclusive, high-qualitymerchandise and specialized service.
To support this image, warm light sources, low levels of generallighting and high-intensity accent lighting are often used to create acomfortable atmosphere. For higher ceiling format stores whopromote low-prices and a wide selection of merchandise, it iscommon to employ high levels of uniform lighting using cool colortemperature lamps, which tend to communicate to the shopper thatthey’re getting a great deal. However, there are exceptions, lightingtrends are not the same all over the world due to cultural differences.
Color Rendering (CRI) and BrandingHigh color rendering is demanded for applications where color isvital – such as a cosmetics counter in a department store. However,it is just as important in grocery applications to aid in consumerbrand identification. Remember that when scanning for a particularproduct, consumers look for color first, so high CRI sources helpfacilitate the product selection process.
color considerations
Color Temperature
The apparent color of light sources ismeasured in degrees Kelvin. colortemperatres around 2700 (such as
incandescent) are considered “warm,”3000K - 3500K color temperatures (suchas Halogen) are considered “white” and
4000K to 5000K temperatures areconsidered “cool,” like daylight on a
bright afternoon.
Color Rendering Index (CRI)
Refers to the ability of a light source torender the colors of the spectrum. A CRI
of 90 or above would be demanded by ahigh-end retailer, while a CRI of 80 orabove may be appropriate for mass-
merchandisers.
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summary
This brochure is designed as an Application Guide for lighting retail spaces. It isintended to educate store owners, merchandisers and facility managers on how toapply lighting as a critical and effective merchandising tool to save money andreduce energy costs while improving the retail environment and process.Additionally, this guide provides application design know-how for merchandisingand lighting retail spaces demonstrating the benefits of innovative lightingalternatives to users and decision makers.
It also provides an in depth technical review in the form of recommendedguidelines or protocols to consider when addressing lighting retail spaces wherethe focus is on: merchandising effectiveness, store image and brand promotion,customer comfort and safety, and total operating and acquisition cost.
Day-Brite|Capri|Omega has the perfect lightig solution, no matter what yourretail lighting needs.
lighting
your
store is
our
business
776 South Green Street • Tupelo, MS 38804Phone: 662-842-7212 • Fax: 662-841-5501
www.doclighting.com
Form # 634.0805.GCS.3M