Lighting- section 5 - Larry Johnson Consulting Services

Lighting and Impact
Effective lighting will:
Attract customers to your store
Guide them through your store
Draw attention to specific
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..
 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
 People follow the brightest
 Brightness will focus
 Lighting alters body
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
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
Schemes, Environment & Examples
Fluorescent lights come in tubes of varying
length to fit inside of showcases or into large
ceiling mounted fixtures.
Fluorescent Lights
 Creates a very natural
type of light that is
pleasant to the eye
 Fluorescent technology
does not produce very
much power.
 Under the right conditions
and using a high degree
Kelvin bulb, can come
close to mimicking natural
 Fluorescent lights simply
provide - light but do not
do much to illuminate
 Produces more light than
 They will not make a
diamond come to life and
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.
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
Relatively inexpensive as
the bulbs and transformers
used to create a fixture are
efficient and economical
 Small output and range,
requiring about one
fixture per foot for
adequate output
Size. The transformers
are fairly small and the
bulbs have their own built
in reflectors, making them
more compact
 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
Problem: Inconsistent tone
over time
 As the bulbs age, they tend
to make diamonds look dull
and yellow.
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
Color remains constant for
the life of the bulb
 As the lamp gets older, it
requires more energy to
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
 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
 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.
Light emitting diodes - an excellent source
of energy efficient lighting. LED is the
latest up and coming light technology
provide beautiful light
and great color
 Currently, cannot be
used for higher ceilings
Rated to last over 40,000
 Technology still evolving
Small and easily
positioned without being
Creates no radiant heat
 No maintenance
 Smaller beam spreads
 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
 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
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.
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
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.
Fixture Options for Diamonds
About 5 feet above cases, space fixtures
approximately every 3-4 feet for Metal
 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
Warm hues (reds, oranges,
 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
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
 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
Overhead vs. peripheral
(wall) lighting
Create The Environment
 Wall lighting vs. all ‘direct
down’ from ceiling
 Non-uniform distribution of
 Bright or dim relative to
 All direct down ceiling
 Uniform distribution of
brightness throughout
 One consistently static
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
Determine who you are and what you want
to convey, then insure that your
environment accurately represents your
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

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