Lighting and Impact • Effective lighting will: • Attract customers to your store • Guide them through your store • Draw 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 employees • Create visual impact – the WOW factor • Be flexible! • Be responsible (energy efficient) • Offer easy maintenance
Lighting Can Communicate • To the customer: • Merchandising strategy • The type of customers targeted by the store • Quality of the products inside • Range of price points • The type of service offered • To the employee • Workplace standards • Brand commitment
The ‘Feel Good’ Effect Customers who feel good.. Employees who feel good… Stay focused and on task Are friendlier Enjoy their work Are more productive Make great advocates • Like the way they look! • Stay longer • Spend more money • Enjoy coming back often • 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 lighting • Advantages & Disadvantages • Primary Uses • Schemes & Examples • Common Problems • Lighting Specific Product • Efficiency • Schemes, Environment & Examples • Tips
FLUORESCENT Fluorescent lights come in tubes of varying length to fit inside of showcases or into large ceiling mounted fixtures.
Fluorescent Lights ADVANTAGES 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 • 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
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.
HALOGEN Very 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 Lights ADVANTAGES 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 • 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
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 Lights ADVANTAGES DISADVANTAGES As the lamp gets older, it requires more energy to operate May tend to ‘flicker’ at the end of their life • 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
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
LED ADVANTAGES DISADVANTAGES Currently, cannot be used for higher ceilings Technology still evolving Smaller beam spreads • 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
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 Areas • Use a compact fluorescent lamp or LED • Pleasing to the eye • Will 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 view • Won’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
Diamonds • Use 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.
Diamonds • Fixture 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 Gemstones • Use 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 beauty • Warm 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 UNPLEASANT All direct down ceiling lighting Uniform distribution of brightness throughout One consistently static design • Wall lighting vs. all ‘direct down’ from ceiling • Non-uniform distribution of brightness • Bright or dim relative to task
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