Color and Lighting in

Visual Merchandising
Presented By: Prasidhi Aggarwal
Shivangi Andhiwal
 Color and Lighting
• Color contributes significantly to people’s impression of a display as well as stores overall appearance. Color
in a display can catch eye and make people pause and look.
• The color combination of ceiling, walls, floor covering and the overall décor can affect the atmosphere of a
store. Changing the color scheme can change people’s attitudes and perceptions of a store and can increase
or decrease the business.
• Color can change the shape and interest to dull room, and can direct attention toward a specific object or
away from problem areas.
• Lighting is essential in calling attention to merchandise in a display.
• A shopper’s eye is drawn automatically to the brightest item or area.
• Lighting treatment may be used to draw attention to the part of display area or to coordinate the parts of
total display area.
• Lighting can also be used to direct the path of the customers and to make them see various displays along
the way.
3 Basic Types of Lighting
Ambient Indoor Lighting
General or ambient lighting is intended to light up a room in its entirety, to provide a uniform level of
illumination throughout the space, independently of other lighting sources.
Moreover, its purpose is to ensure safe and easy traffic, as well as to create an overview of the room. The
ambient light ‘bounces’ off the walls to illuminate as much space as possible.
Types of fixtures that can provide general ambient indoor lighting:
• Chandelier
• Ceiling mounted fixture
• Wall-mounted fixture
• Traditional recessed fixtures and/or LED Downlights
• Track light
• Floor lamp
• Table lamp
Ambient Outdoor Lighting
Outdoor lighting is usually installed in order to ensure visibility and increase security around a building. It is
also recommended to light up the exterior of the building, entrances and stairs to reduce and perhaps
eliminate the risk of injury that can occur when entering and leaving the building.
Types of fixtures that provide ambient outdoor lighting:
• Spotlight
• Hanging fixture
• Garage and canopy lighting
• Post lantern
• Wall lighting
• Recessed fixture used in overhanging structures
Task Lighting
Task lighting sheds light on the tasks a person carries out in a given space such as reading, cooking, computer
work, for which a brighter light is required in a smaller focal point of the room.
For a more pleasant lighting, it is often best to avoid harsh lights or lighting that casts troublesome shadows. It
is also practical to install a single switch for focal lighting, independent from the room’s overall lighting switch.
Types of Fixtures that Provide Task Lighting:
• Directional gimbal recessed fixture or downlight
• Pendant lighting
• Slim line bar and undercabinet
• Tape and extrusion
• Portable or desk lamp
Prop Studios for Liberty Sunglasses
Sicis Jewels Fashion Week windows 2014, Milan – Italy
Selfridges Christmas windows 2014
Window dressing of Max Mara boutique is the winter forest, completed with cascade of transparent beads.
This is the ideal background for presentation fashionable cut out garment.
 Jeans have been stars for many years. For the Spring season windows, jeans are displayed in different
ways. Levis chose bicycles to show off its famous jeans.
Louis Vuitton Window Display : Box of Chocolates
Pronuptia- Repetto- Paris- March 2009
Moncler windows 2015 spring, Paris-France
• http://nathaliavm2401.tumblr.com/post/91317231237/lighting-
techniques
• https://zenmerchandiser.com/visual/types-of-lighting-fixtures-for-
retail-stores/
• http://textilelearner.blogspot.com/2012/09/visual-merchandising-
tips-and.html
• http://www.standardpro.com/3-basic-types-of-lighting/