introduction

This Application Guide is designed as an introduction to retail lighting and is

therefore a summary of the many principles and protocols involved in the lighting
design process. Each retail project is a collaborative effort requiring the
education, creativity and perspective of many different design professionals.

Successful retail lighting requires more than application knowledge and

experience. It also requires the latest in lamp and luminaire technology.

Whatever the retail project, remember that the professionals at

Day-Brite|Capri|Omega are ready and available to provide a perfect solution, no
matter what your retail lighting needs.

lighting

your

store is

our

business

2
retail applications

A retail store is truly a unique interior environment. Beyond an intricate

architectural space, it is a merchandising arena where products can be enhanced
through lighting, fixturing, signage and displays. In addition, it is the execution
of the brand promise to the consumer at the store level. Brand drivers, from
economy to exclusive fashion, are delivered not only in the selection and
presentation of merchandise but also as part of the overall store image. Lighting
plays an important role in the composition of that image as well as in its delivery.

Lighting for merchandise spaces should be considered not just a functional

necessity, but a form of visual communication between the retailer and the
consumer. Shoppers are influenced throughout the store by visual presentations.
Store front windows and interior displays can engage the consumer and pull them
into the selling arena. Properly lighted and balanced presentations can also give
merchandise added appeal and highlight unique selling features. Lighting is also
vital to creating a pleasant atmosphere that suits the theme of the store – from
subtle and sophisticated to boldly theatrical.

table of contents

Introduction ..................................................................................................2
Retail Lighting Techniques/Principal needs ....................................................4-5
Store Type Classifications ............................................................................6-7
Ceiling Height Correlations ............................................................................7
Lighting Protocols – Recommended Lighting Guidelines ....................................8
General Lighting ................................................................................9-11
Accent Lighting ................................................................................11-12
Perimeter Lighting..................................................................................13
Feature and Display Lighting ..................................................................14
Additional Protocols..........................................................................15-18
Technology Introduction ..............................................................................19
Energy Considerations ................................................................................19
Lighting Design Practices ........................................................................20-21
Color Considerations ..................................................................................22
Summary ..................................................................................................23

3
 retail lighting techniques/principal needs
Lighting has a major influence on how consumers arrive at in-
store purchase decisions. Since shoppers are naturally attracted
to the brightest areas of the store, lighting techniques such as
wall washing, indirect and cove lighting can be applied to lead
the consumer through the store in a deliberate traffic pattern and
guide the purchase decision making process.

In addition to emphasizing the texture, shape, finish and color

of merchandise, the contrast ratio of accent lighting to its
surroundings also creates a hierarchy of importance on the
selling floor - determining which featured product and displays
will receive the most attention from shoppers. Attention created
by color and color contrast is also an important consideration in
the application of retail lighting. Lighting can also be applied
to effectively speed transaction time, improve accuracy at the
cash counter and generally facilitate the sale.

Achieving your retail lighting goals can indeed be a complex

process, requiring not only the latest in lamp and luminaire
technology, but also proper lighting application methods
and techniques.

Four basic criteria that help determine the type of lighting to be

used in a retail area include:

◆ Merchandising Effectiveness
◆ Store Image and Brand Promotion
◆ Customer Comfort and Safety
◆ Total Operating and Acquisition Costs

4
principal needs (continued)
The Four Principal Needs listed below focus on creating a successful retailing process. Although
every retail application is unique, it is helpful to address these needs as categories, supported by
innovative lighting equipment and techniques. More emphasis may be placed on certain areas
versus others according to each specific retail strategy.

1) Merchandising Effectiveness:
Draws attention and attracts customers, while guiding them throughout the store. Displays and
highlights merchandise with versatility but with a focus on featured merchandise. Another factor of
the merchandising effectiveness is the actual completion of the sale.

2) Store Image and Brand Promotion:

Supports differentiation from nearby competitors and supports brand displays, promoting the store
concept in both day and night applications.

3) Customer Comfort and Safety:

Directs traffic pattern throughout the store, while enhancing the feel and look of a space and
providing a safe exit (outdoors) or evacuation (indoors).

4) Total Operating and Acquisition Costs:

Address both the initial investment cost and the operating costs of running the store.

site electricity use in retail and service buildings

Retail Lighting Facts
Electricity is used for a variety of different purposes –
the most (59%) being used for lighting.

OTHER & MISCELLANEOUS

VENTILATION 9%
6%
OFFICE EQUIPMENT
7%

5% LIGHTING
SPACE HEATING
59%

COOLING 14%

SOURCE: D.O.E.'s Energy Information Administration

5
store type classifications
The Illuminating Engineering Society of North America (IESNA)
has established a classification for different retail stores based on
their type, quality, price point-of-merchandise and method used to
sell products or services. See IESNA Recommend Practice RP-2-
01, Lighting Merchandise Areas.

The classification is grouped into three main categories where

stores share similar retail and merchandising strategies. This sub-
categorization will be followed further in the following pages
where the different lighting protocols are explored for each type.

Category A - These types of stores usually are large spaces with

high ceilings where shoppers may have a difficult time orienting
themselves unless they are familiar with the aisle configurations or
rack placements. From a lighting perspective, brightly illuminated
spaces with very uniform distribution convey a professional and
clean look with additional lighting for counters and displays.
Special attention to signage will aid shoppers in their orientation.

Category B - These types of stores are open, large spaces with Category A
high uniformity levels but with relatively medium light levels in • Warehouse
• Discount Mass Merchant
order to provide adequate contrast ratios for the featured
• Grocery/Supermarket
merchandise. These stores utilize a number of displays where very • Self Service Convenience
high color rendition is a requirement. Typically a wide selection of
products can be found at competitive price levels.

Category B
• Department Store
• Better Mass Merchant
• Specialty Shops
• Life Style Shops

6
store type classifications
Category C - Specialty type stores (Boutiques, Designer &
Upscale) require unique execution of their lighting in order to
draw attention and help guide patrons throughout the store. In
most cases, the merchandise selection is not as wide as in the
previous types of store classifications and focus on exclusivity,
demanding a higher price point. The environment is usually
identified with lower light levels that provide a residential and
calm setting where good contrast allows for enhanced
visibility of the merchandise and displays.

Category C
• Upscale Specialty
• Upscale Lifestyle
• Precious/Fine Jewelry
• Designer Boutiques

ceiling height correlations

Based on the store type categorization, a relationship or correlation can be drawn between the store and its
typical ceiling height (see table below). Note that the higher the ceiling, the more important it is to be able to
control the light output and the possibility of glare. At the same time, a higher requirement is placed on energy
efficient systems, due to the higher lumen package required to deliver the corresponding higher light levels.

Consideration needs to be taken to the type of ceiling: truss, grid, suspended, etc. In the store classification
below (see photo) the Discount Mass Merchant stores tend to be open ceilings where luminaire placement
usually is addressed from trusses or ceiling elements. While in Department stores and Upscale Specialty, a
suspended ceiling will commonly be present, especially as the image and quality of the retail spaces improve,
requiring surface or recessed-type lighting systems.

Ceiling/
Store Type Classification Mounting Height
Warehouse
Discount Mass Merchant > 25’ HIGH
Grocery/Supermarket
Self Service Convenience
Department Store
Better Mass Merchant 15’-25’ MEDIUM
Specialty Shops
Life Style Shops
Upscale Specialty
Upscale Lifestyle <15’ LOW
Precious Jewelry
Designer Boutiques

7
lighting protocols
Lighting is a powerful form of visual communication
between the retailer and the consumer and is key to the
overall success of the shopping experience. In this
section, the various lighting principles are examined and
recommendations are provided in the form of the
following protocols:

• General Lighting
• Accent Lighting
• Perimeter Lighting
• Feature & Display Lighting
• Decorative Lighting
• Task Lighting
• Exterior Lighting
• Emergency Lighting

8
general lighting
The IESNA has established recommended illuminance categories Special considerations are given to
for each type of store and retail environment based upon Society’s proper merchandising and product
consensus of best practices for "typical" applications (see RP-2-01). display by identifying the actual plane in
which merchandise is displayed.
Store Type Classification Light Levels (Fc)
Warehouse 75-85 Therefore, in visual displays, the
Discount Mass Merchant 75-85 HIGH illuminance levels refer to the vertical
Grocery/Supermarket 75-100 plane.
Self Service Convenience 75-85
Department Store 40-50
Better Mass Merchant 30-40 MEDIUM Depending on the designer or specifier’s
Specialty Shops 40-50
choice, there are several ways to deliver
Life Style Shops 40-50
Upscale Specialty 15-20 a general lighting scheme. Using a
Upscale Lifestyle 20-25 LOW directional execution (as found with
Precious Jewelry 8-12
downlights and parabolic reflectors), you
Designer Boutiques 8-12
deliver light where it is needed, whether
on the merchandise or on the display.
With directional executions you may
control the path and spill of light,
Additionally, there are several main tasks being performed within
providing more comfort due to a
a store that require special light levels (see chart).
reduction in glare.
Merchandising Spaces Light Levels (Fc)
Horiz. Vert.
Using a diffuse lighting execution may
Alteration Rooms 50 30
Fitting Rooms 30 5
lead to a more efficient use of systems
Sales Transaction Areas 30 N/A (higher efficacy) which is needed for
Show Window Display 300-1000 300-1000 large areas and high ceilings. However,
Circulation 10 N/A
Food Court 30 3 this is achieved at the expense of a
Entertainment Areas 50 10 relative addition in glare with a
Directory/Info Desk 100 30 reduction in control. Glare, or unwanted
stray light, can distract the customer and
detract from merchandise displays.

Uniformity

Uniform illumination typically has the least visual impact U = 1.25

on a space. Non-uniform lighting provides the
appearance of pools of light and can provide a more
interesting visual appearance where spacing is a function
of the chosen system beam spread and desired effect. U = 5.00

IESNA defines uniformity (U) as a measure of relationships U = Max./Min.

of the illuminances (Footcandles) over an area at a certain Uniformity ratio (U) closer to unity (1) provides for
height or plane. more homogeneous light levels across a plane.

9
general lighting (continued)
Store Classifications
Category A
In the highest ceiling applications (Category A), the
lighting systems need to provide both exceptional
Industra™ 5
efficacy, measured in terms of lumens per watt, and high
quality performance, measured in terms of controllability Expressions™
and color quality. These large spaces, in combination
with high light level requirements, tend to have high
lumen packages, which need to be shielded
appropriately if using a single light source.

Lightwing™

Industra™ 4 LG
Revelation 16" Semi-Specular
(Metal Halide)

Category B
In medium height applications (Category B), the spacing of Industrial Kinetics™
the luminaires is limited by the type of ceiling configuration
and the store symmetry (or uniformity) requirements.
Characteristics of these systems should include good
controllability and high color quality.

LP3 Paralouver

Expressions™ DI

APEX™ Low Bay

Revelation 10"
(Compact Fluorescent )
10
general lighting (continued)

Category C
In lower ceiling applications (Category C), indirect/direct Largo™
systems are a viable alternative for providing comfortable
and soothing environments. Special attention to the
clearance required between the luminaire and the ceiling
must be given to achieve uniformity and reduce hot-spot
Arioso® Metal Louver
issues, along with the resultant ceiling height clearance.
Parabolic recessed luminaires equipped with lower
wattage fluorescent systems are appropriate alternatives
to reduce both discomfort and reflected glare.

Adagio™

Revelation 6"
(Halogen)

accent lighting
Accent lighting helps communicate store image by adding interest and
emotional appeal to products and displays. By highlighting or spotlighting
featured products, lighting can emphasize the texture, shape, finish and color
of merchandise.

Accent lighting requires flexibility. Stores can benefit from track lighting and
recessed adjustable luminaires to deliver a punch of narrow-beam light. Low
voltage halogen is very popular for highlighting, as it offers a variety of beam
spreads and intensities, and it delivers crisp white light with remarkable
precision.

Since accent lighting requires more light than the surrounding area, high-
intensity sources, such as low-wattage metal halide are commonly used for
accent lighting in large stores to punch through high ambient levels.

Stage lighting techniques are often applied when accenting the three-
dimensional character of a product or display.

11
accent lighting
Key Lighting – Hard accent light is used to create
shadows and determine contrast, focal point and
Back light:
approach (tells the shopper that this is the front of the Lamp: Q20MR16/FL (BAB)

display). Matte finishes reflect light diffusely, however,

sharp angles can produce reflected glare on glossy
Sculpture base
surfaces. Special care is needed to avoid distracting
reflections, especially in glass and signage.
CL

Fill Lighting – Softer, wider distribution of light is

angled to soften shadows where needed.
Key light: Fill light:
Lamp: Q50MR16/NSP (EXT) Lamp: Q20MR16/NSP (ESX)
Highlighting – Wide accent is used to reveal shape
and texture in products. Deeply textured products,
such as a plush wool sweater, cause shadows within
the fibers that make the material appear darker than Source: The IESNA Lighting Handbook - 9th Edition. Figure 14-12.
smooth finishes.

Backlighting – Lighting from behind accentuates size

and shape.

Uplighting – Lighting from below creates unnatural,

ghost-like shadows and should be used selectively
where the most dramatic effect is needed, such as store
front window displays or to create a transition between
departments.
Solis Track

Capri Classic Track

Omega Multi-Light HID Microslot™ Directional

accent lighting protocol

When drawing attention to Determine the amount or number of accents Identify desired effect per
merchandise, a 5:1 ratio is typically (per store classification) using the chart below. accent:
the minimum to create a significant Store Type Classification Accent Lighting Accent Lighting
visual effect, or five times the amount Warehouse
Effects Ratio
of light on the item as compared to Discount Mass Merchant LOW/NONE
Grocery/Supermarket Dramatic 15:1 - 10:1
the surrounding area. Dark Moderate 5:1
Self Service Convenience
merchandise may require even more Department Store Minor 3:1
light to bring out detail. Better Mass Merchant MEDIUM
Specialty Shops
Life Style Shops
Higher ratios of 15:1 or even 30:1 Upscale Specialty
are used for feature displays and Upscale Lifestyle HIGH
create sparkle for jewelry or crystal. Precious Jewelry
Designer Boutiques

12
perimeter lighting
Perimeter lighting effectively contributes to the perception of size and
brightness in a store while improving visibility and visual impact at the Microslot™
walls. Perimeter lighting also draws the shopper out of the main aisle and
into the merchandising space.

Capri Trcck
In addition, perimeter lighting creates a softer ambiance and more Fluorescent
balanced environment, reducing eye strain and eventual fatigue. This is
vital to remember, as the more comfortable the environment is to
shoppers, the longer they will remain in the store.
Omega T5

Perimeter lighting also gives

the store a sense of
spaciousness and height by
concealing lights in ceiling
coves or along the
perimeter. Since energy
costs are always a concern,
fluorescent sources are
typically employed.

perimeter lighting protocol

Omega Wall
Wash

Vertical illumination of wall displays can be
achieved through linear or point sources to
create continuous or individual patterns of light.
Light scallops - These can be the intentional or unintentional
effect of a downlighting plan. The last row of downlights
closest to the wall will cause light scallops, which add visual
interest. The more diffuse the light source and trim, the softer
the scallop.

Grazing - Positioning light sources close to a wall or display

is a technique where light skips along, creating patterns of
brightness and shadow, and revealing depth of texture.

Fluorescent, Halogen, and HID sources are all used for

grazing, but today’s energy considerations often limit the
Amount of Perimeter Lighting widespread use of halogen for this technique.
(per store classification)
Store Type Classification Wallwashing - This type of lighting visually enlarges a space
Warehouse
while bouncing light softly back into the store. Wallwashing is
Discount Mass Merchant LOW/NONE
Grocery/Supermarket very effective for lighting a diverse group of products on
Self Service Convenience display, as they are drawn together by uniform light.
Department Store
Better Mass Merchant MEDIUM
Determine level of definition:
Specialty Shops
Life Style Shops 1. Linear (smooth)
Upscale Specialty 2. Individual (irregular)
Upscale Lifestyle HIGH 3. Combination
Precious Jewelry
Designer Boutiques

13
 feature and display lighting
Features and displays such as rack and shelf merchandising are designed
to attract customers and aid in evaluation of merchandise. Flexible
lighting systems are required to meet these constantly changing display
needs. Illuminance levels on merchandise should be at least three to five
times higher than the ambient surrounding levels. However, when
adjusting the lighting system, avoid direct and reflected glare into the
Gondola Luminaire
eyes of customers and store personnel.

Feature lighting highlights the specific merchandise and provides for easy
evaluation of object texture, color, form, etc.

Omega T5

Microslot

T5 Micro Strip

feature lighting protocol

Store Type Classification Determine type of lighting system:
Warehouse 1. integrated into ceiling (general lighting)
Discount Mass Merchant MEDIUM
Grocery/Supermarket 2. inside racks or showcase (counter lighting)
Self Service Convenience 3. shelf or wall-mounted (gondola lighting)
Department Store
Better Mass Merchant MEDIUM
Specialty Shops Determine level of definition:
Life Style Shops
Upscale Specialty 1. High (> 4 times ambient)
Upscale Lifestyle HIGH 2. Medium (3-4 times ambient)
Precious Jewelry
Designer Boutiques

14
decorative
Decorative lighting may function as general or accent lighting in a
retail environment, but it is most often selected to enhance the look of
a space. By adding décor, beauty and style, decorative lighting is
also an important communicator of a store’s brand image.

Solis
For example, a classic crystal chandelier in a high-end boutique can
articulate elegance and high-fashion, or an ultra-modern pendant light
system can convey a fun and trendy atmosphere in the junior Expressions™ DI
department of a clothing store. Decorative lighting can also contribute
to a feeling of hospitality and comfort to the retail experience, putting
shoppers at ease and encouraging a
longer visit.

Decorative lighting elements may

include pendants, sconces, Origins Wall
chandeliers, table and floor lamps, Sconce
recessed downlights, cylinders, lighted
Omega
signage or graphics. Up/Down Cylinder

Solis

decorative lighting protocol

Wall sconces - Should be placed at or slightly above eye level (approximately 5 1/2 feet from the floor). This
creates a sense of human scale in a large space, especially important for high ceiling format stores.

Wall sconces are also recommended in dressing rooms, to supplement general lighting for evaluating
merchandise and creating a soft glow on faces.

Pendant and chandeliers – Mounting height will vary according to ceiling height and other factors, but should
never be placed so high that they are beyond the shopper’s view, or too low as to hinder the shopping and
purchasing process (usually 8 to 12 feet above the selling floor).

Pendants suspended over display or cash/wrap counters should be mounted high enough above the horizontal
plane so that shoppers can peer into the glass without being hindered by the luminaire (approximately 36 to 48
inches above the counter).

Although decorative lighting can add visual interest and the possible need for color in a space, be careful that
the lighting equipment and number of luminaires does not distract customers from the merchandise.

Cylinders - Mounting height will vary according to ceiling height and other factors. Use a variety of low
brightness cylinders with efficient sources, such as Metal Halide, CFL and PAR lamps to provide broad, uniform
light distribution. Note there are special outdoor and wet location options for these types of luminaires. (See
Exterior Lighting Protocol)
15
task lighting

Task lighting provides focused, localized illumination for both

shoppers and retail personnel. Shopping tasks include reading
signage to identify products and departments, evaluating
Aztec Wall Bracket
merchandise quality, reading product information on
packaging and small print on price tags.

Personnel tasks include merchandising and restocking product,

cleaning after hours and performing sales transactions.
Cloudline Wall Bracket

Valueline
Undercabinet

Micro Undercabinet

task lighting protocol

Completing the sale is perhaps the most important retail task as it involves the Recommended Light Levels (Fc)
final interaction between both the shopper and store personnel. Adequate task Horiz.
Reading 30
lighting at the cash/wrap counter allows sales people to quickly and Cleaning 10
accurately wrap packages, run credit card transactions, register sales and Sales Transaction Areas 30
Color Selection 100
minimize mistakes and returns.
Wrapping/Packaging 30
Filing 50
The five factors that determine good task visibility include: contrast, size, time,
and age. The luminance, or light level, on a task is usually the most flexible
variable, and can be increased to compensate for others such as low contrast
or small size.

1. Contrast – difference in brightness between the task and the surround. For
example, it is easier to read a product label containing black text on a
white background than yellow text on a white background.
2. Size – size of detail to be examined, such as small print on a clothing tag.
3. Time – speed of task, such as reading product code information while
ringing sales.
4. Luminance – amount of light on the task.
5. Age – age of clerk or shopper performing task. For example, a 40 year
old register clerk would need twice as much light as a 20 year old clerk to
perform equally as well under the same set of circumstances.
16
exterior lighting
Exterior lighting projects the image and brand of the
store, as well as contributes to the proper surveillance of
people and the property. As with any retail space, the
exterior lighting should attract shoppers and provide a
safe and pleasant shopping experience.

Exterior retail lighting also has a practical responsibility of

enabling customers to identify entrances and exits and SBX Area Site
Luminaire
provide guided traffic patterns to facilitate both pedestrian
and motorist traffic.

Parking lot lighting should be uniform in distribution and SBM Small

bright enough to make shoppers feel safe. However, Area Site
Luminaire
over-lighting should be avoided, and shielded luminaires
should be used to prevent glare.

Light trespass (unwanted light as viewed from the

surrounding area) is another problem to be avoided, DNL/DNM
D/I Wall Light
especially for adjacent streets or access roads, as it can
produce disabling glare for drivers as they approach the
store.

Landscape lighting can also be used to add aesthetic

WLL/WLM
appeal at the store front and welcome shoppers. The
Wall Light
main objective is to create a safe, attractive, nighttime
environment using energy efficient sources and low-
brightness luminaires.

Omega Up/Down Cylinder

FLP Floodlight

17
emergency lighting
Emergency lighting insures the safety of a building’s occupants when
the normal lighting system fails. The levels of illumination provided by
the emergency lighting systems must permit a safe exit from the
building. If exiting is not required, the emergency lighting should
provide security and comfort for the occupants until the general lighting
can be restored. 30V Line

There are multitudes of specification grade exit signs that are

aesthetically appealing and designed for architectural excellence.
Features include extruded aluminum and die cast housings with several
stylish finish options. These exit signs are offered with the LED lamp
45VX Line
source (red and green) making this exit sign very energy efficient and
bright with uniform letter illumination.

The NFPA (National Fire Protection Agency) National Electric Code

requires that exit signs operate both with and without utility supplied
power. When utility power fails, several alternative power supplies are CXX Series
permitted.

1) A generator that supplies power at the same voltage and frequency

as the utility.
2) An inverter system or a central rechargeable battery unit that
converts directs current into alternating current.
3) An individual rechargeable battery contained in each exit sign.
CCHX series
The IESNA Merchandising Recommended Practice (RP-2-01) identifies
three methods of emergency lighting presently in use:

• Separate luminaires with independent wiring powered by an

electric generator on the premises and driven by an independent
power source.

• Separate lamps supplied by two independent power sources CRX series

arranged so that the failure of one will cause the other to come on
automatically and immediately.

• Unit devices with individual batteries that provide the same

functions specified in the independent power source method,
CAX series
except that the battery-supplied luminaires may be operated on a
separate circuit at any voltage (different from the voltage used by
the primary lighting system).

18
technology introduction
Lighting systems consist of three main parts: the lamp, luminaire and ballast (usually included in the luminaire
construction). The differences between various choices of lighting equipment are usually based upon differences
in technology. Here are a few tips:

• T8 or T5 fluorescent electronically ballasted systems can consume up to 50% less energy.

• Pulse start metal halide provides better lumen maintenance over life and therefore over 20% more efficient
than standard metal halide.
• Electronic ballast operation of HID lamps improves lumen maintenance and can offer savings of over 40%
in energy costs, if applied with dimming.
• Fluorescent dimming features controllable light output and operates with compatible 0-10VDC controllers.
Programmed start ensures long life operation.
• Halogen lamps (low voltage and line) are more efficient and have 2-3 times the lifetimes of standard
incandescent reflector lamps.
• Optically improved systems are designed to direct light into the space and onto the desired surface
providing 20-40% more efficient performance than standard reflector systems. These systems can also
provide improved spacing to mounting height (for fewer luminaires).

energy considerations
Energy management is a complicated topic, but there are some basic ways to keep energy costs under control
while still achieving your retail lighting goals, all while complying with commercial energy codes. These codes
and standards limit the total energy that can be used in a space, including lighting, HVAC systems, etc. Proper
circuiting and controls (switches, dimmers, motion sensors, etc.) can help conserve energy by using the
appropriate amount of light – and energy – when and where it is needed.

ASHRAE/IESNA Standard 90.1-1999/2001/2004

This standard provides minimum requirements for the energy efficient design of buildings.

For retail, this translates into not exceeding 1.5 or 1.9 W/sq.ft. (2001/1999) using the Lighting Power Densities of the
Building Area Methods. Using the Space-by-Space Method, general sales areas are allowed 1.7 or 2.1 W/ sq.ft.
(2004/2001) 4.0
General Lighting Power Density

3.5

In this scenario, additional Lighting Power is allowed for

(Watts/Square Foot)

3.0

(luminaires in) retail spaces, specifically designed and directed 2.5

to highlight merchandise (ASHRAE 90.1 - 2001/2004):
2.0
Retail
1.7 w/sf
1.5
• 1.6 w/ SQ. FT for highlighting merchandise
1.0
• 1.0 w/SQ. FT. for decorative luminaires
0.5
• 3.9 w/ SQ. FT. for displaying and selling fine merchandise
0.0

1999 2001 2004

Energy Code Conservation Dates:
ASHRAE/IESNA Standard 90.1

19
lighting design practices
The following are some design practices to keep in mind that support retailing lighting
and merchandising efforts.

Color Harmony and Lighting Design - Understand the relationship between aspects of
lighting and color. Used appropriately, theses two elements can enhance the look, feel
and overall appearance of merchandise and displays.

Visual Merchandising - Lighting impacts the physical and psychological effects of interior
environments. Retail lighting application should keep in mind the perspective of the
shopper and use lighting to influence movement and purchasing behavior.

Product Presentation - Design product presentations with an understanding of the needs

of various target customers. Remember that the average age of store patrons is an
important factor in selecting light intensity and color.

Visual Presentation - Coordinate a store’s product presentations while keeping in mind

the overall design concepts, lighting and graphic/signage components. Lighting is just
one part of a complex selling strategy.

20
lighting design practices
The individual needs of retail stores depend on many factors, such as merchandising
effectiveness, store image, customer comfort and safety and costs. These needs are the basis
for all design considerations, from the number of accent luminaires required to the intensity
and distribution of lamps selected. The store image and format will also determine the
necessary color temperature and color rendering.

To execute effective retail lighting design, it is necessary to understand the basic lighting
terms as they correspond to diffusion, distribution, intensity, color temperature, color
rendering and efficiency.

Uniform or Diffuse vs. Non-diffuse Distribution - Diffuse distribution refers to the soft, uniform
light distribution often desired for general lighting purposes. Non-diffuse distribution refers to
intentional variation in brightness, as with display lighting.

Focal or Accent Lighting Distribution – Focal lights range from being very narrow (5 degrees)
to wide (45 degrees) distributions and are selected according to each specific accent
lighting and display application. Wall wash luminaires have distributions of 60 degrees or
wider.

Luminaire Efficiency – Measured as a percentage, this refers to the amount of light leaving
the luminaire into the space vs. the total light being produced inside the luminaire. Luminaire
efficiencies of 90 percent or higher are most desirable. Decorative luminaires are much
lower.

Lamp Efficacy – Measured in lumens per watt, this term refers to the total light being
produced for the energy (wattage) expended.

21
color considerations
Color is a powerful merchandising tool. The choice of light and
pigment for displays and signage attracts attention and guides
customers. Color filters are often used on adjustable light fixtures to
create dramatic visual effects. In particular, use of adjacent colors in
the same display is an imaginative technique for effective display
lighting.

Some responses to colors are almost universal. The use of color in

retail spaces can evoke different emotional responses in shoppers.
Although personal tastes in color vary, there is almost universal
agreement to call yellow, yellow-reds, red and red-purples warm
colors; and to call greens, blue-greens, blue and purple-blues cool
colors.

Color Temperature and Store Image

The retail experience is part of what communicates the overall store Color Temperature
image to the consumer. Some specialty retailers, for instance,
The apparent color of light sources is
promote a brand image or "brand promise" of exclusive, high-quality measured in degrees Kelvin. color
merchandise and specialized service. temperatres around 2700 (such as
incandescent) are considered “warm,”
To support this image, warm light sources, low levels of general 3000K - 3500K color temperatures (such
lighting and high-intensity accent lighting are often used to create a as Halogen) are considered “white” and
comfortable atmosphere. For higher ceiling format stores who 4000K to 5000K temperatures are
promote low-prices and a wide selection of merchandise, it is considered “cool,” like daylight on a
bright afternoon.
common to employ high levels of uniform lighting using cool color
temperature lamps, which tend to communicate to the shopper that
they’re getting a great deal. However, there are exceptions, lighting
trends are not the same all over the world due to cultural differences.

Color Rendering (CRI) and Branding

Color Rendering Index (CRI)
High color rendering is demanded for applications where color is
vital – such as a cosmetics counter in a department store. However, Refers to the ability of a light source to
it is just as important in grocery applications to aid in consumer render the colors of the spectrum. A CRI
brand identification. Remember that when scanning for a particular of 90 or above would be demanded by a
product, consumers look for color first, so high CRI sources help high-end retailer, while a CRI of 80 or
facilitate the product selection process. above may be appropriate for mass-
merchandisers.

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summary
This brochure is designed as an Application Guide for lighting retail spaces. It is
intended to educate store owners, merchandisers and facility managers on how to
apply lighting as a critical and effective merchandising tool to save money and
reduce energy costs while improving the retail environment and process.
Additionally, this guide provides application design know-how for merchandising
and lighting retail spaces demonstrating the benefits of innovative lighting
alternatives to users and decision makers.

It also provides an in depth technical review in the form of recommended

guidelines or protocols to consider when addressing lighting retail spaces where
the focus is on: merchandising effectiveness, store image and brand promotion,
customer comfort and safety, and total operating and acquisition cost.

Day-Brite|Capri|Omega has the perfect lightig solution, no matter what your

retail lighting needs.

lighting

your

store is

our
business

23
5855 Kopetsky Drive
Suite G
Indianapolis, IN 46217
866-203-0434

776 South Green Street • Tupelo, MS 38804

Phone: 662-842-7212 • Fax: 662-841-5501
www.doclighting.com

Form # 634.0805.GCS.3M