It may seem a remarkably obvious statement, but marketing is the corner stone of successful business. But it is worth pointing out, especially when successful marketing can depend heavily on the quality of lighting used in product and service displays. In fact, effective display lighting can prove to be the difference between making a memorable impression and not. For many retail shops and offices, the range of typical office lighting fixtures is not enough to properly promote their wares. And, when at events, office grade lighting is simply not sufficient. From efficient low voltage lighting to more style focused up market lighting options, there is an illumination option to match both pocket and purpose, regardless of the event or location. Of course, the chief purpose of placing anything on display is to set it apart from similar products and services. Automobiles, for example, are placed on podiums in dealerships, or perhaps the latest laptop model is displayed in store in a display case, all in an effort to draw attention to them and imprint a positive impression on the minds of the consumers. Lighting can play an influential part in enhancing the image of any item on display. It is not only a matter of highlighting the product by directing a spotlight on it, it is also a matter of angle, hue and use of background. An angle, for example, can affect the subconscious of the consumer, with shadowing helping to create a sense of power, something often used with machines like a car. Hue relates to colour, which can add emotion to a display unit or background, with blue denoting calm confidence, red denoting excitement and golden hues denoting glamour. Backgrounds, meanwhile, can add context to the product. For example, having pictures of a sun drenched beach and blue seas behind a pair of sandals can suggest the scenario and feeling that is most associated with the product. Lighting such imagery can enhance its effect. Exactly what is involved, and therefore what is needed, is dependent on where the display is located. So, we provide three typical examples, and the type of lights that might be necessary to maximise the effectiveness of the display in each place. The Trade Show A common venue for displaying the finest and latest products, and one where standing out from the neighbouring booth is essential. It does depend on the size of the actual items, but in most cases space is tight. In that case, a simple discreet spot light that can extend over small items, such a jewellery, watches, electronics or other small products is ideal. The ADL MR16 light is a good example, with a stylish chrome arm that means it can be placed comfortably overhead, and the spot light itself extended out and down, to pick out the particular item on display. The Exhibition Hall Exhibitions can be quite different to trade shows, with the array of items on display completely dissimilar. Often, it is where antiques, art work or photography is shown, and while some items might be for sale, there is little ordering or transacting done. The items on display need to be properly lit, of course, and in the case of art work, spotlights are particularly important, highlighting individual paintings on the wall, allowing attendees to examine detail and craftsmanship. However, picture lights are also highly effective, placed above a painting, for example, and giving a broad and even beam of light over it to ensure the viewer gets a chance to fully appreciate the work itself. Outdoor Events Of course, outdoor events provide other challenges, with larger areas to light and the issues with daylight and even low light as day approaches night. Clearly, typical office lighting fixtures have no place here, but special lights such as portable spotlights can be highly effective. During daylight, display lighting, can be very ineffective, but the subtle use of strong spotlights can provide a hint. Usually, products are sheltered as much as possible from day light to help the lights as much as possible, but generally stronger lights are necessary. Sometimes bulkhead light, positioned low to the ground, are preferred, but this is not just because of their effect. It also has to do with costs, with bulkhead lights prime examples of low voltage lighting that can ensure lower energy consumption and so lower bills, as well as an efficient use of light.
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