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

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34 Figure 18. Reflective factor of colors and relationship to types of lighting used. Paint Color Cherry Red Approximate Reflectance Factor Incandescent Filament .13 Brilliant Orange-Red Warm White Florescent Pale Orange- Red Orchid .44 Light Pink Pale Purplish Pink Plum .04 Deep Orange-Red Dull Reddish Brown White Fluorescent Pale Orange- Red Gray-Pink Dark Brown Chestnut Brown .19 Medium Yellowish Brown Peach .58 Pinkish Yellow Orange .44 Bright Orange Canary Yellow Light Yellow .44 Orange- Yellow .58 Vivid Orange- Yellow Light Blue .46 Light Yellowish Green Medium Blue Silver Gray Light Yellow- Brown Light Yellowish Pink Light Orange- Yellow Fair Match (Sharper) Medium Yellow Pale Grayish Blue .23 Blue-Green Light Gray- Blue .97 Light Yellow Gray Light Brownish Gray Gray-Brown Light Yellowish Pink Pale Yellow Greenish Yellow Medium Yellow Weak Greenish Blue Purplish Blue Light Brownish Gray 9. Direct lighting across a display to avoid creating unpleasant and unattractive shadows. Aim the upper left light on the lower right side of the display; aim the upper right light on the lower left side of the display. This creates a cross-over of light; a more even, diffused light. 10. Add brilliant highlights to jewelry, gold, silver and cut glass by using concentrated beams of high-brightness, incandescent sources. 11. Hide or disguise electrical wires. 12. Bring out the sparkle and luster of hardware, toys, auto accessories, highly polished silver and other metalware by using a blend of general light and spotlights. Visual Merchandising NCRCRD, 1991
Standard Cool White Fluorescent Yellowish Red Light Pink Light Reddish Brown Light Brownish Gray Very Light Pink Daylight Fluorescent Warm White Deluxe Fluorescent Cool White Deluxe Fluorescent Light Red Orange Red Good Match Good Match (Grayer) Deep Bluish Purple Pale Pink Reddish Purple Light Pink Darker Brown Light Gray Dark Brown Good Match Fair Match (Lighter) Light Orange Good Match (Yellower) 35 Light Yellow Gray-Yellow Yellowish Orange Good Match Light Yellow Fair Match Good Match Good Match (Brighter) Light Bright Yellow Blue-Gray Light Greenish Yellow Fair Match (Lighter) Deep Yellow Grayish Blue Bright Yellow Grayish Blue Light Gray- Blue Very light Gray Fair Match (Lighter) Bluish Gray Purple-Blue Yellowish Gray Reddish Blue Light Gray Courtesy of Fairchild Books, Division of Fairchild Publications, New York. 13. Create the right setting for merchandise by using colored light on props and backgrounds. If colored light is used on a garment to intensify the color, stay with the pastel filters; pale pinks for the reds and red-violets, pale straw for the yellows and oranges, daylight blue for the cool colors and nile green for the greens. 14. Set a timer device to automatically turn off all lights during the night, after the street traffic has diminished. Interior lights may be used for security purposes at night. Visual Merchandising NCRCRD, 1991
Page 1: Visual Merchandising A GUIDE FOR SM
Page 4 and 5: Printed by University Publications
Page 7 and 8: Contents List of Figures.. . . . .
Page 9: List of Figures Figure 1. Tradition
Page 12 and 13: Their intent was to initiate an edu
Page 14 and 15: Some businesses maintain a minimum
Page 16 and 17: must attract attention, tell who th
Page 18 and 19: Many businesses are updating their
Page 20 and 21: landscape architect or horticulturi
Page 23 and 24: Principles of Design Interior Prese
Page 25 and 26: 3. What is the concept of the merch
Page 27 and 28: Figure 2. Informal Balance 15 • A
Page 29 and 30: Figure 6. Size 17 Another example o
Page 31 and 32: • Proportion and contrast are imp
Page 33: Figure 14. Radiation 21 Flow is cre
Page 36 and 37: 24 colors, as shown on the followin
Page 38 and 39: 26 complement (opposite color). It
Page 40 and 41: 28 Some background colors that have
Page 42 and 43: 30 6. Colors are labeled as either
Page 44 and 45: 32 play. These are available in num
Page 48 and 49: 36 15. Emphasize the beauty of chin
Page 50 and 51: 38 original purpose can assist in t
Page 52 and 53: • Allow 3 feet between racks. 40
Page 54 and 55: 42 • Print information on both si
Page 56 and 57: 44 Lack of Underlying Theme Merchan
Page 58 and 59: 46 Lack of Attention to Detail Maki
Page 61 and 62: Appendix Ballast: Electrical device
Page 63 and 64: Insulator: Nonconductor of electric
Page 65 and 66: References Cahan, Linda and Joseph
Page 67: North Central Regional Center for R

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