- o perimeter focuses on space not products ← ← Objective qualities of light • Intensity o The amount of light energy reflected in an area

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TC 245 10/10/2007 08:59:00 Lighting Enhances formal qualities of the body Lighting suggests meaning to reinforce image of brand o Source Natural  Artificial Lighting suggests meaning to reinforce image of product o Shadows to give a sense of mystery or drama Lighting reinforces fantasy in promotion Types of lighting ambient or general o overall light of the store basic visibility to function in area color rendering affects ambiance or feel accent o more intense light that calls attention to smaller areas or products creates focus enhances elements of the product creates dramatic mood or ambience stimulates interest and sales affects perceived price point of stores perimeter o lights the boundaries of space
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defines space adds ambience walls washed in light lower ambient and higher accent light perceived as higher price point store if products are lit on the walls, it is accent lighting
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Unformatted text preview: o perimeter focuses on space, not products ← ← Objective qualities of light • Intensity o The amount of light energy reflected in an area • Color o Portion of light spectrum that can be seen Yellow (incandescent) Daybreak or sunset Candles, fire Flattering to body Blue (florescent) Twilight Low price points White (halogen) Noon Honesty, cleanness, quality Higher arousal • Gels can affect color of light • Light color intensifies same color of product • Diffusion o Concentration and direction of rays Flood v. spot bulb Lampshades, filters, atmosphere, dry ice, smoke Focused spot light with hard edges and deep shadows More dramatic • Form o Lines and shapes created by rays and shadows ← ← 10/10/2007 08:59:00 ← 10/10/2007 08:59:00 ←...
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This note was uploaded on 03/28/2008 for the course TC 245 taught by Professor Fiore during the Fall '07 term at Iowa State.

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- o perimeter focuses on space not products ← ← Objective qualities of light • Intensity o The amount of light energy reflected in an area

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