Principles of Design Color

Principles of Design - Lighting

Session IV
Principles of Design Color

Principles of Design - Lighting

Colors contributes significantly to peoples impression of a display, as well as stores overall appearance.

Changing the color scheme can change peoples attitude and perception towards a store, and increase or decrease business.

Blue

Cool Color. Calms and relaxes exited people. Tends to stimulate thought processes and encourages Conversation. Makes time pass quickly.

Green

Easy on the eyes. Cool color. Restful & tranquil. Stimulates conversation. Makes time pass quickly.

Red

Excites and Stimulates. Induces aggression. Makes time pass slowly.

Yellow

A cheerful color. Creates a feeling of warmth and Happiness. Draws attention. Boosts morale.

Source : Quinn Thomas R., Atmosphere in the Restaurant, Cooperative extension service, Michigan University

Orange

Friendly, warm and vibrant. Exhilarating.

Brown

Relaxing and warm.

Purple

A cool color. Tends to lend elegance & Sophistication.

Gray

Depressing. Cool

Source : Quinn Thomas R., Atmosphere in the Restaurant, Cooperative extension service, Michigan University

Color Wheel

Monochromatic Color Scheme

The monochromatic color scheme uses variations in lightness and saturation of a single color .

Analogous Color Scheme

The analogous color scheme uses colors that are adjacent to each other on the color wheel. One color is used as a dominant color while others are used to enrich the scheme .

Complementary Color Scheme

The complementary color scheme consists of two colors that are opposite each other on the color wheel.

Split Complementary Color Scheme

The split complementary scheme is a variation of the standard complementary scheme. It uses a color and the two colors adjacent to its complementary .

Triadic Color Scheme

The triadic color scheme uses three colors equally spaced around the color wheel. This scheme offers strong visual contrast while detaining harmony and color richness

Tetradic Color Scheme

The double complementary) scheme is the most varied as it uses two complementary color pairs. This scheme is hard to harmonize; if all four hues are used in equal amounts.

Five Color Families

R E D

Y E L L O W

G R E E N

B L U E

N E U T R A L

The major concern is choosing a background color used in a display areas and store interiors that will work for a reasonable period of time.

Influence of Background color

Color of the merchandise Black Background Enhanced in richness White Background Beige Background Dark gray Background

Lightly duller Darker, purer

Richer n darker Deepens in value Darker n redder Darker

Warmer Bright but less intense

A little more luminous Lighter and yellowish Lighter and yellowish Brighter

Brighter
Brighter but looses saturation Brighter Increase brilliancy Increase brilliancy Gray becomes green

Far more brilliant

More luminous Paler, sharpened More luminous Loses strengths & brilliancy

Source : Quinn Thomas R., Atmosphere in the Restaurant, Cooperative extension service, Michigan University

Color Rules
Consider Intensity, value n Contrast while developing Color scheme Light tints are pleasing to The eyes

Match color scheme with the Merchandise on display

Colors are labeled either Warm or cool

Associate the value of the Merchandise displayed to the Selection of colors in the display

Color contrasts are Welcomed, but dangerous

 Good color planning can help organize merchandise on fixtures and on the selling floors.

Color composition in the display

Color Theme, Mood

Forecasting people will change, there is a logical cyclical color progression and taste will change in an orderly way Customers + Communication + Colors

Principles of Design Color

Principles of Design - Lighting

Lighting treatment is used to draw attention, to a part of display area, specific item in a display or to coordinate parts of total display area.

Lighted Path Lightening can be also used to direct shoppers thru the store, attracting to various displays along the way.

Primary Lighting

1. Overall illumination of the store using fluorescent or incandescent light source 2. Outside it includes 150 watt bulbs used in basic window & marquee lights to illuminate the sidewalks & lobby area 3. Inside the store it fills the selling floor from overhead lighting fixtures & provides the bare essential for store illumination

Accent Lighting

1. It provides lighting to the designated display area 2. It provides change from light to dark or from highlights to shadow to prevent boredom 3. Radiant bulbs are used for this purpose. They come in various sizes like tiny Christmas tree lights small candle like or complexion bulbs, full type globes or reflector bulbs

Atmosphere Lighting

1. It is used to play light against shadow to create a distinctive effect on special displays

2. This includes use of color filters, pinpoint spotlights and black lighting to create dramatic effect

Fluorescent Lights

They cannot be directed or focused they usually wash an area creating no shadow or accent. Wide range are available to that highlight the color of the merchandise & enhance the store image.

Incandescent Lights

They have sharply defined beams that can Be easily directed to highlight a merchandise In display. They are available in wide range of Colors, sizes, shapes and wattages

Spot Lights

They are used in large scales to create excitement They are installed either of ceilings or on a track. Angle it is directed is very important.

Color filters

They change the color of the lights in spotlights. Filters most often used are Pink for mannequin Faces, Amber for dramatic effects, Straw for Intensify warm feeling & Daylight Blue for Icy.

Gels

They are colored acetate used on top of the Bulb. They are available in rolls. And need to Be changed every week.

HID

High Intensity Discharge lamps provide for light per watt. Relatively small in size, they can produce Shadows & highlights.

Thank you.