10-62

I E S LIGHTING HANDBOOK
Attracting customer attention. Although some owners operate on the
assumption that their store is a warehouse of merchandise to which people
can come when they wish to purchase needed items, most stores feel the
need for getting and holding customers' attention, and consequently
employ such modern promotional methods for drawing shoppers to their
stores as radio, printed advertising, posters and signs, and brightly lighted
stores and show windows. The primary function of store lighting for both
owners and shoppers is to draw attention to items of merchandise. By
lighting cases and other displays the merchandise brightness can be in-
creased to give the articles display value. (See Fig. 10-39.)
FIG. 10-39. Good store lighting increases merchandise brightness and background
contrasts and thus attracts customer attention to items on display.
Evaluating mechandisc . Store lighting should create a favorable seeing
condition at the point-of-purchase by which a shopper can quickly and
accurately appraise the inherent qualities, color, texture, form, and Avork-
manship of merchandise. Lighting for this purpose can be extended also
to setting up lighting conditions such as those that exist at the seashore,
or in a ballroom, so that customers can accurately appraise the merchan-
dise as it will be seen at the point of use. (See Fig. 10-40.)
The problems of lighting for attractive display, and lighting for correct
appraisal, overlap for many articles that are handled as both display and
stock items. Normally such items are displayed in show cases, wall cases,
on shelves, and in garment cases, but can -be removed for closer inspection
and purchase. Since the merchandise will be seen in both locations

display and purchase pointit is evident that the lighting for these two