Display Lighting Presentation


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An overview on various types of lighting used in displays, trade show, event and retail applications.

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Display Lighting Presentation

  1. 1. Display Supply & Lighting, Inc. presents . . . Shedding Light on Display Lighting © Display Supply & Lighting, Inc. 2009 (800) 468-1488 - www.dslgroup.com
  2. 2. Shedding Light on Display Lighting prepared by: Rob Cohen, VP - Display Supply & Lighting, Inc. copyright © Display Supply & Lighting, Inc., 2009 Introduction: <ul><li>These seminar materials have been prepared to be used in conjunction with a live demonstration and discussion of a variety of products readily available for use in the trade show and display industries. They are not meant to be an exhaustive resource of products available, but rather an introduction to those product types. These materials are also designed as an introduction to the effects and impact that different types of lighting can have on a display environment. </li></ul><ul><li>These materials cover: </li></ul><ul><ul><li>The impact of lighting on a display; </li></ul></ul><ul><ul><li>Typical types of lamps used in displays; </li></ul></ul><ul><ul><li>Selecting the type of lighting you want for a particular display; </li></ul></ul><ul><ul><li>Readily available styles of portable fixtures for displays; </li></ul></ul><ul><ul><li>Electrical safety concerns in display environments; </li></ul></ul><ul><ul><li>Avoiding budgetary problems in connection with illuminating a display; and </li></ul></ul><ul><ul><li>Site issues that may impact the lighting of a display. </li></ul></ul>© Display Supply & Lighting, Inc. 2009 (800) 468-1488 - www.dslgroup.com
  3. 3. The Impact of Lighting on a Display <ul><li>Companies spend billions of dollars each year preparing for and participating in trade shows and exhibitions. Careful attention is placed on the shows in which to participate, the location of the exhibit booth in the show hall, the size and design of the booth, the exact colors to be used in a booth, the type and content of graphics to be used, the type and color of carpeting to be used, what give-a-way item may be used to have a company remembered, who the best personnel are to represent a company and the selection of products to be displayed. All too often, illumination of the display space is the last item considered, if it is considered at all! </li></ul><ul><li>If truth be told, the placement, type and quality of lights selected for use in connection with an exhibit are the key elements in attracting an attendee to visit an exhibit space. Prove it to yourself. Go into an exhibit hall during a show and observe the difference between a booth with illumination and one without any lights. Next, compare a booth that has planned lighting to accent a particular area or generally illuminate an area to one that has just put lights in its space. The booth that has planned out its lighting will always be more pleasing and inviting and will usually have more traffic (many other factors obviously contribute to traffic at a booth as well). </li></ul><ul><li>Research shows that exhibitors have about 30 seconds to attract the attention of an attendee as he/she walks past a display. Typical ways to succeed in attracting this attention include: </li></ul><ul><ul><li>eye catching booth design; </li></ul></ul><ul><ul><li>vivid or colorful graphics; </li></ul></ul><ul><ul><li>motion; </li></ul></ul><ul><ul><li>lighting; and/or </li></ul></ul><ul><ul><li>booth personnel/activities. </li></ul></ul>It is proven that without effective lighting, the exhibitor will be left in the dark as the exhibitor passes by on the way to your competition. © Display Supply & Lighting, Inc. 2009 (800) 468-1488 - www.dslgroup.com
  4. 4. Typical Types of Lamps Used In Displays Original source of electric light, now more commonly used in residential settings. Produces light by passing an electric current through a filament in a vacuum or gas-filled lamp. Provides low initial lamp cost and a yellow color. Incandescent lamps are commonly used in a wide variety of arm lights. Incandescent Lamps Fluorescent Lamps Linear - An electric arc passing between cathodes in a tube excites mercury vapor and other gasses and produces UV radiant energy. Color correction lamps available. Compact - Use smaller diameter tubes that are bent so they begin and end in a ceramic base. This allows for a wide variety of configurations for a wider variety of applications. Color correction compact fluorescent lamps are available on a limited basis. © Display Supply & Lighting, Inc. 2009 (800) 468-1488 - www.dslgroup.com
  5. 5. Typical Types of Lamps Used In Displays (continued) A type of incandescent lamp available in a variety of styles and shapes. Also uses a filament. Sealed pressurized capsules contain halogen gas which provide brighter, whiter light. Halogen lamps are commonly used in a wide variety of arm lights. Halogen Lamps Xenon Lamps Available in limited styles and lower wattages. Long life, white light, high intensity gas-filled lamps. Lower heat output than halogen. Light Emitting Diodes LEDs LEDs are the sustainable solution. Constantly evolving in brightness. Available in color, changing color and white light solutions. Available in a range of products from replacement lamps to light fixtures. © Display Supply & Lighting, Inc. 2009 (800) 468-1488 - www.dslgroup.com
  6. 6. Lighting Selection for a Display The use of lighting to assist in the sale of product is not a new concept. Store or retail lighting has been a major part of store planning for decades. An exhibit is simply a portable store. Not unlike a store inside of a shopping mall, an exhibitor must effectively use lighting to maximize its exposure within the busy space of an exhibit hall. The type(s) of lamp that you select depends on the effect that you want to deliver. Color temperature, or chromaticity, influences the mood of the space you are lighting. It can also influence buying behavior and work performance. It is measured by “Kelvin Range” or “Temperature”. To understand color temperature, think of a flame from a butane torch. The red/orange outer flame is the color generated at a certain temperature. The next hottest layer is the white portion of the flame. The hottest section of the flame is blue. The following chart will help to explain research which shows the influence of color temperature on mood. © Display Supply & Lighting, Inc. 2009 (800) 468-1488 - www.dslgroup.com Color Temperature Warm Neutral Cool Daylight Kelvin Range 3000K 3500K 4100K 5000K+ Associated Friendly, Friendly Neat Bright, Moods Intimate, Inviting, Clean, Alert Personal Non- Efficient Exacting- threatening coloration Sample Applications Restaurants Showrooms Offices Jewelry Stores Conf. Rms Printing Cos. Lobbies Bookstores Hospitals Med. exams Retail Offices Classrooms Museums Libraries technical data on this page obtained from Philips Lighting Company
  7. 7. Styles of Portable Fixtures for Displays While there are many factors that contribute to the selection of lighting fixtures to be used in an exhibit, the primary focus should be on: (1) the fixture’s versatility; (2) the color output of the light generated from the type of lamp used in the fixture (see prior section): (3) the style of the light fixture; (4) the particular application for the use of the light fixture; and (5) the use of color to attract attention. Versatility. The first thing to remember is that no matter how much advanced planning you do, the one thing you can not anticipate is the impact the facility’s ambient light will have on your exhibit scheme. An exhibitor’s space may be directly below powerful, overhead, color altering lights or located in a dark corner of an exhibit hall. Either location will significantly impact on the appearance of a display. As a result, versatility in the exhibit lighting you select is essential. Versatility can be achieved by being able to adjust a fixture through a swivel mechanism, moving the fixture arm within the clamping mechanism or by adjusting the fixture by bending an arm (if it is a flexible arm). Versatility can also be achieved by having extra fixtures shipped with an exhibit to enable on site lighting adjustments to be handled with ease. Color Output of Light. An exhibitor invests substantial amounts of time and money in preparing an exhibit and its related graphics. Isn’t it important to make sure that the colors and textures selected for the display are seen by the attendees as they were intended? Color output is delivered by the type and quality of lamp used (see prior pages for additional information). Make sure that the lamps you use are readily available (or that you purchase extra lamps in advance) in the event that you are in need of replacements when you are at a show site. Style and Design. These considerations are captured in the fixture(s) selected for use. There are many styles of light fixtures available for exhibit applications. Long arm or stem lights are commonly used to project light onto exhibit areas and graphics. Typically they mount onto the exhibit using a clamp to attach around an exhibit wall or structure or by a mounting device which goes through or into an exhibit wall or structure. Stem or Arm Lights. Stem lights are readily available in a variety of quality levels and in varying sizes. They are also available in numerous length straight arm, curved arm and flexible arm styles. Arm lights are available as line or low voltage fixtures, wall washing lights (to provide general illumination in an area) or as spot lights (to focus light on a particular area). © Display Supply & Lighting, Inc. 2009 (800) 468-1488 - www.dslgroup.com
  8. 8. Styles of Portable Fixtures for Displays (continued) Whether you are using a wall washer or a spot light stem light, make sure that it, in combination with its mounting mechanism, provides a wide range of adjustment to provide the flexibility needed to direct the light where it is needed within your exhibit setting. Wall Washing, Line Voltage, Arm Lights Spot Light, Line Voltage, Arm Lights Wall Washing, Low Voltage, Arm Lights Spot Light, Low Voltage, Arm Lights © Display Supply & Lighting, Inc. 2009 (800) 468-1488 - www.dslgroup.com
  9. 9. Specialty Lights. These types of lights are widely used in the display industry as compact sources of illumination in small spaces. Lamp types in these fixtures include incandescent, halogen and xenon and are generally low wattage (50 watts or less). Styles of Portable Fixtures for Displays (continued) Back & Header Lighting. Primarily using incandescent lamps, this category of light fixtures vary in style from arm lights to bar lights. They are usually hidden from sight and provide back lighting for graphics. Advantages - relatively low cost, commodity-type products to provide general illumination. Disadvantages - Poor control of light, lamp choices do not lend to color correction. Fluorescent Lights. Available in linear and compact formats these types of fixtures are used to back light graphics and for general illumination purposes. Color correcting lamps are available in some styles. © Display Supply & Lighting, Inc. 2009 (800) 468-1488 - www.dslgroup.com
  10. 10. Track Lights. Track lighting (and systems suspended by cables and rails) has gained wide spread use in exhibits when used with connectors that plug into a power source at the exhibit hall. A wide spectrum of track light styles are available providing everything from general illumination to spot lighting effects. Make sure that you select a track fixture head that works with the track you purchase and adequately rotates/adjusts once installed to provide you with the flexibility and versatility that you need. Styles of Portable Fixtures for Displays (continued) LED Lighting. The impact of changing color light and color temperature controllable white light are perhaps the best way to attract attention to an area of an exhibit. Think of a recent trip to the theater. When you look up at the large can style projector lights, you see colored gels to deliver lighting effects on stage. Well, the exhibit hall is your stage, so why not use color to attract attention where you need it! Color lighting can be used to up or down light an area or back light graphics to add special effects to an environment. Older technology allows for color effects to be achieved through the use of a colored lens, gel or filter. This is referred to as static color as the single color selected is what you get for a constant effect. Other products incorporate the use of color wheels that operate on a motor. Color wheels cycle through a pre-selected assortment of colors to deliver changing color effects to an area being illuminated. This changing color creates visual illusions and captures the attention of the attendee passing by. © Display Supply & Lighting, Inc. 2009 (800) 468-1488 - www.dslgroup.com
  11. 11. Programmable colored lighting offers the most dynamic color lighting impact scenario. Here lighting programs are stored and played using light emitting diodes (LED’s) to deliver the exacting color demanded by an exhibitor combined with a program effect assured to attract anyone’s attention. LED technology is also available in white light output fixtures. Aside from programmable color and programming options, LED’s offer long lamp life, very low heat output and low energy draw and maintenance. Styles of Portable Fixtures for Displays (continued) © Display Supply & Lighting, Inc. 2009 (800) 468-1488 - www.dslgroup.com
  12. 12. Illuminated Signage. Lighting can also be used to help deliver a message. These materials have already discussed the use of standard and changing colored light to back light graphics. There are also ways to use lighting to create signage. Fiber Optic Signs. Many individual strands of fiber are used to create a message or demonstrate a process. This eye catching format attracts attention and offers a wide choice of colors and special effects. This is a low maintenance and durable way of delivering a message or process. LED Programmable Signs. Fully programmable, PC based software offers great flexibility in programming. Available in a wide range of options including single color to multi-color and indoor to outdoor brightness. Technology allows for simple alpha-numeric text messaging to graphics and animation to full video. Modules can be made for the creation of straight sights to dynamic curved structures. Illuminated Signage © Display Supply & Lighting, Inc. 2009 (800) 468-1488 - www.dslgroup.com
  13. 13. You can not avoid the fact that almost every form of lighting generates heat. As a result, safety must always be a consideration in display design when incorporating lighting. Keep fabrics and materials at a distance from powerful, heat output lighting. Some general safety guidelines to keep in mind: UL - ETL Approval . Using products that are either UL or ETL listed eliminates most every question. These symbols mean that the manufacturers produce products according to widely accepted safety standards. These products are subject to quarterly unannounced inspections to assure that safety matters and manufacturing processes are being adhered to. Electrical Workers at Shows; Union vs. Non-Union Venues . In union venues, there is a need to have simplified installation of products to minimize the time and cost involved in the installation process. In non-union settings, simplified installations are still desired to minimize set up time for the exhibitors. LVCVA. The LVCVA instituted a series of regulations banning the use of halogen lighting at the 2 facilities that they control. Most recently this ban has been modified and the LVCVA is allowing the use of MR-16, Par 16 & Par 30 style lamps up to 75 watts. It is not clear if this ban is to be phased in over time or is immediate. Safety Concerns © Display Supply & Lighting, Inc. 2009 (800) 468-1488 - www.dslgroup.com
  14. 14. Often times, when a project is over budget, the first cut to be made is in the lighting budget. To avoid this, you must plan ahead! Lighting must be made an integral part of the design and budgeting phase of a project. Lighting is an investment that must be made for you to be seen. A GOOD DISPLAY CAN REALLY STAND OUT WITH PROPER LIGHTING; AND AN OUTSTANDING DISPLAY MAY NOT BE SEEN IF IT IS NOT PROPERLY ILLUMINATED! Budgets Control of Ambient Lighting The ambient lighting in a venue is an element that is initially not controllable. Your location in a particular venue could mean that you are located directly under a large, powerful, overhead light or that you are in a dark remote corner of an exhibit hall. The dark corner is easily conquered with good exhibit lighting. If you are in a well lit section of a venue, you can conquer this by paying a fee to have that particular overhead light shut off. Conclusions Lighting is an essential element of trade shows. Some knowledge is necessary in order for you to know about your options. A good mix of function and design will serve your needs adequately. Don’t be intimidated from asking questions. Only be concerned if you cannot get a reasonable and prompt response. When selecting light fixtures, always order extra lamps, or make sure that your lamp type is readily available wherever you will be exhibiting. Don’t be left in the dark, or you will be standing alone on the trade show floor. © Display Supply & Lighting, Inc. 2009 (800) 468-1488 - www.dslgroup.com
  15. 15. I have not yet discovered a comprehensive resource on the subject of trade show lighting. I do recommend the following companies as resources for general lighting information: General Electric Lamp Guides/Catalogues Osram Sylvania Lamp Guides/Catalogues Philips Lighting Lamp Guides/Catalogues Appendix © Display Supply & Lighting, Inc. 2009 (800) 468-1488 - www.dslgroup.com