Visual Merchandising - North Central Regional Center for Rural ...

Outside, it includes 150-watt bulbs used as basic window
lighting, marquee lights illuminating the sidewalks, and
lighting for the general lobby area. Inside the store,
primary lighting is that which fills the selling floor from
overhead lighting fixtures and provides the bare essentials
of store illumination.
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Accent or Secondary Lighting
Accent or secondary lighting provides illumination for
designated display areas. Flat, shadowless, overall
lighting can create a tiresome selling floor. Accent lighting
provides change from light to dark or highlights to
shadows, to prevent this boredom. This can be
accomplished with downlighting from the ceiling,
showcase lighting and valance (drapery or canopy)
lighting. Incandescent bulbs are most often used for
secondary lighting. They range in size from tiny Christmas
tree lights to small candle-like or complexion bulbs,
on up to full-size globe or reflector-type bulbs.
Atmosphere Lighting
Atmosphere lighting is used to play light against
shadow to create a distinctive effect on specific displays.
Generally this category includes the use of color filters,
pinpoint spotlights and black lighting to create dramatic
effects.
Fluorescent lights are used for primary lighting, as they
cannot be focused or directed toward a specific object.
They wash an area with light in which no shadows or
accents are made. A wide range of shades are available
for enhancing the colors of the merchandise and the store.
For example, an ultralume or prime color fluorescent
is available and strengthens the colors in skin tone and
merchandise so both look good. Color fluorescent lamps,
available in blue, green, cool green, gold, pink and red
produce dramatic effects and colored backgrounds. A cool
white bulb gives a bluer feeling, the color of snow, which
can enhance a fur department display. A warm sunny
bulb will create the opposite effect.
Be careful when using fluorescent lighting, as the
overall store atmosphere may appear dull and boring.
Avoid this by using a combination of lighting effects.
Incandescent lamps have sharply defined beams that
are easily directed to highlight the merchandise on dis-
Visual Merchandising
NCRCRD, 1991