Introduction

The selection of the right lighting can be a major contribution to retail sales.
Lighting can establish a store's image, lead customers inside, focus their attention, make the
products attractive and visible, and in general encourage purchasing. "Energy Effective" lighting
provides all these benefits for the lowest lifecycle cost, while saving energy, operating costs and
maintenance. This guide shows you how it is done, with sample layouts and specifications that
are energy effective, and energy code compliant. Retail lighting must have good color, contrast
and balance between lighted surfaces. Other qualities are listed in the chart below. There is no
single formula for all retail lighting. A professional lighting designer or retail designer may be
able to create successful designs while breaking all the rules suggested here. However, this guide
is intended to provide sound advice and simple techniques for consistently successful and
"energy effective" retail lighting.

Color Rendering Index / Color Temperature

Contrast / Accent / Highlight
Day lighting Integration / Control
Direct Glare / Reflected Glare
Image or Style
Modeling of Objects / Shadows
Visual Priority / Organization
Quantity of Light on Vertical Displays (fc) d
Quantity of Light on Horizontal Surfaces (fc)
Aiming Flexibility of Accent Lighting

LIGHTING LAYOUTS
These layouts are intended for independent retail establishments between 500 and 1000 square
feet in size, and for three different types of stores: Basic retail lighting systems are appropriate
for high activity, self-service retailing such as mass merchandising and discount stores. Shelves
are generally tall and dense. Bright surfaces, exposed sources and industrial luminaries are an
important part of the approach, communicating the image of "maximum value" to customers.
Higher-end retailing requires lower ambient levels and more accent lighting to create contrast
and drama. These stores have a more relaxed level of customer activity with more personalized
sales assistance. The majority of stores fall in between these categories, requiring more ambient
lighting than exclusive shops, with fewer accent lights. We call this category an intermediate
retail store.

AMBIENT LIGHTING
General, uniform lighting using light fixtures that distribute the light widely, directly or
indirectly. Ambient lighting enables the customer to see and examine the merchandise, and the
sales staff to complete the sale and perform their other duties.
ACCENT LIGHTING
Spotlighting used to provide higher levels of light in a focused pattern to accentuate selected
objects in relation to their surroundings. Accent lighting establishes the importance of certain
objects through the use of contrast, andhighlights the form, structure, texture or color of the
merchandise.
PERIMETER LIGHTING AND VALANCE LIGHTING
Lighting the vertical surfaces. Asymmetrical light fixtures can direct light on tall vertical
shelving and displays, typically located at the perimeter of the merchandise area. Valance
lighting allows the source to be quite close to the merchandise, providing a shield or “valance” to
conceal the light sources from the view of the customer. Valances are often built into the wall,
shelving unit or gondola. Although primarily intended to provide light down on the merchandise,
they also can be designed to light up on signage or provide indirect ambient lighting for the
space.
SHELF LIGHTING AND CASE LIGHTING
Small or miniature light sources located very close to the objects being displayed, shielded from
the customer’s view. This lighting must be carefully selected for the particular application to
avoid accidental contact with hot lamps and to prevent damaging the merchandise with too much
ultra-violet radiation or heat.

It's a Trade-Off
Higher-end shops do not need to use more energy to be effective. The lighting layouts
on pages 4, 5 and 6 all have connected loads of 2.1 watts per square foot or less. All
achieve good quality lighting appropriate for their businesses. Higher light levels are
provided in Basic retailing. Higher-end shops provide more focus and highlights by
decreasing the ambient light levels. Compared to common practice, 2.1 watts per
square foot not only meets the latest energy codes, but also saves 30% of a store's
energy cost for lighting.

Basic retail lighting

Types of stores: High activity retailing such as mass merchandising, discount stores,
hardware, video, fast food, grocery, service establishments and sale of bulk or large objects such
as appliances or furniture. A destination store that doesn’t require lighting to draw customers
inside, and that offers inexpensive products and/or significant value for money. Self-service.

Purpose of lighting: To light all objects uniformly, provide good visibility for reading labels
and to create a bright, clean, stimulating environment.
Lighting Strategies:
• Exposed sources are effective to project a “discount” or “speedy service” image. Fluorescent
sources provide the best value, giving good color rendering, high efficiency lighting with the
longest life.
• Use light colored finishes on all wall surfaces to increase overall brightness and reflected light.
• For a greater sense of brightness and consistency with daylight use “841” color lamps. This
stands for a Color Rendering Index of 80+ and a Correlated Color Temperature of 4100K.
• Consider neon or colored lights for window displays or to identify departments.
Lighting Levels:
50-80 footcandles ambient lighting.
Intermediate retail lighting
Types of stores: Clothing, stationary, beauty shop, gourmet shops, accessories, housewares,
furniture and small objects. Most common store type, with average level of retail activity.
Purpose of lighting: Sufficiently uniform illumination necessary to see and examine product
and read labels. Limited accent lighting is desirable to set products apart, to create highlights or
enhance texture and to attract attention to window displays.
Lighting Strategies:
• Partially conceal ambient light sources with louvers or
baffles to create more emphasis on product.
• Locate accent lights close to displays.
• Use exposed or decorative accent lights to create attention
or establish image.
Lighting levels: 30-50 fc ambient, 75-100 fc accent.

Higher-end retail
Types of stores: More expensive or exclusive merchandise, such as jewelry, gifts, antiques,
fine clothing and accessories, fine housewares and beauty salons. Lower activity than other retail
types. Most personalized attention and assistance from sales personnel.
Purpose of lighting: To establish image and enhance product color, sparkle or texture.
Encourage lingering, examination and impulse buying.
Lighting Strategies:
• Use lower illumination levels for ambient lighting to enhance contrast of accent lighting, but do
not eliminate ambient system.
• Use fluorescent lighting for ambient lighting. White painted parabolic louvers may be
preferable in small spaces or low ceilings. For highest end applications, consider smaller
diameter (T-5 or T-2) fluorescent lamps for concealed applications such as coves, valances and
shelf lighting.
• Use the best color rendering lamps (CRI above 80) and a warmer color temperature of 3000 to
3200 Kelvin.
For example, select fluorescent lamps designated 830.
• Use accent lighting to establish a hierarchy of importance. Since the eye is attracted to the
brightest object in the field of view and then to the next brightest object, provide the highest
wattage or the tightest focus lamps on the most important items or areas of the store.
• Use exposed or decorative sources to attract attention to specific displays or areas of the shop.
Lighting Levels:
15-40 fc ambient. 75-100 fc accent.
Accent lighting is coupled with areas of lowest ambient lighting levels.
Lighting fixture schedule
These specifications include lighting fixtures that will ensure a balance of performance,
flexibility, energy savings and maintenance at a cost-effective price. Many standard
products will meet these specifications.
AMBIENT LUMINAIRES
A. 2' x 4' PARABOLIC TROFFER, THREE-LAMP
LAMPS: (3) 32W T8, 835 color
DESCRIPTION: Recessed fluorescent with white baked enamel interior
reflector, parabolic louvers that are white-painted or semi-specular
anodized aluminum, minimum 2-3/4" deep, with 18 cells. Three-lamp
electronic instant-start ballast, 91 nominal input watts. 71% minimum fixture efficiency.
B. 2' x 2' PARABOLIC TROFFER, TWO-LAMP
LAMPS: (2) 31W T8 U-tube, 6" leg spacing. 835 color for intermediate
retail, 830 color for higher-end shops
DESCRIPTION: Recessed Fluorescent troffer with white baked enamel
interior reflector and parabolic louvers that are painted white or semi-
specular anodized aluminum, minimum 2-3/4" deep, with 9 cells. Two-lamp
electronic instant start ballast, 61 nominal input watts. 65% minimum fixture
efficiency.

C: VALANCE: SIDE-SOCKET FLUORESCENT CHANNEL

LAMPS: (1) 32W T8, 835 color in intermediate retail, 830 color in higher end shops
DESCRIPTION: Standard fluorescent industrial strip with single lamp mounted on side.
Nominal 8'-0" housing with two lamps in-line. Two-lamp electronic instant start ballasts, 61
nominal input watts. Tandem wire and use four-lamp ballasts where possible.

D: SMALL DECORATIVE PENDANT BOWL

LAMPS: (4) 13W TT, 830 color
DESCRIPTION: 20" to 24" diameter bowl with frosted or patterned or
colored glass or acrylic. Provides image and brightness to space, and may light ceiling.

E. 2-LAMP FLUORESCENT INDUSTRIAL WITH

REFLECTOR. PENDANT OR SURFACE MOUNTED
LAMPS: (2) 32W T8, 841 color for basic retail, 835 color for intermediate
retail
DESCRIPTION: Pendant or surface mounted fluorescent luminaries in
modules of 8'-0" (4 lamps per 8'-0"). White baked enamel finish. Minimum
90% downlight. 95% minimum fixture efficiency. Four-lamp electronic instant-start ballast, 110
nominal input watts. Surface mount to low ceilings (8'-6" or less) or pendant mount at
18" above highest product shelf.

ACCENT LUMINAIRES

M1. MR-16 SPOT LIGHT

LAMP: 50W MR-16 Narrow Spot
DESCRIPTION: Requires low voltage electronic transformer. Mount to J-box,
canopy, mono-track or pendant, as required by application. Use narrowest beam spread
for the most impact.

M2. HALOGEN PAR 20 LAMP SPOT LIGHT

LAMP: 50W PAR 20 Spot
DESCRIPTION: Alternative to M1. No transformer required. Mount to J-box,
canopy, mono-track or pendant, as required by application. Use narrowest beam
spread for the most impact.
M3. HALOGEN PAR 30 or PAR 38 SPOT LIGHT
LAMP OPTIONS: 50W PAR 30 Spot or Q90 PAR 38 Spot
DESCRIPTION: Alternative to M1 or M2. Larger size lamp and softer beam
spread. Choose PAR 30 or PAR 38 fixture to fit lamp size. Mount to J-box,
canopy, mono-track or pendant, as required by application. Use narrowest beam
spread for the most impact. Reduce quantity of 90 Watt lamps.

N. RECESSED MR-16 ADJUSTABLE ANGLE

ACCENT LIGHT
LAMP: 50W MR-16 Narrow Spot
DESCRIPTION: Recessed housing with nominal 5" diameter aperture. 35 degree
tilt or more. Specular or semi-specular clear cone. Integral low voltage transformer.

UNDERSTANDING THE NEW FLUORESCENT LAMP COLORS

The standard three-digit system for classifying fluorescent lamps includes information about the
Color Rendering Index (CRI) and the Correlated Color Temperature. Thus “835” stands for a
CRI of 80+ and a color temperature of 3500 Kelvin.

The Color Rendering Index indicates how well a given lamp renders the colors of the objects it
illuminates. For Basic retailing, a CRI of 70+ is generally adequate. For Intermediate and
Higher-End shops, 80+ is preferable. Correlated color temperature refers to the appearance of
any light source. Low wattage incandescent is very “warm” at about 2700 Kelvin, Halogen is
somewhat warm at 3000 Kelvin, and daylight is quite “cool” at 5000 to 10,000 Kelvin. The new
fluorescent lamps are available in a wide range of color temperatures, but those most appropriate
for retailing are 3000 K for Higher-End shops, 3500 K for Intermediate shops, and 4100 K for
Basic retailing.