With the improvement of people's material living standards, the demand for luxury goods has also increased greatly, among which jewelry is favored by people, especially women. Nowadays, more and more jewelry stores appear in the most prosperous areas of the city, and jewelry counters also occupy an dominant position in large shopping malls.
Just as flowers need green leaves to set off, even beautiful jewelry needs good light to shine.
The color emitted by the light source itself is "light source color", and the color reflected by the light source is generally called "surface color". Except for some gems with fluorescent or phosphorescent effects, jewelry itself is not luminous.
Although natural light is the most ideal light source to appreciate natural gemstones, in actual sales, due to the limitation of space, merchants often choose artificial lighting for lighting. How to display the value of jewelry with appropriate light sources has become a concern of jewelers. When decorating storefronts or counters, some jewelers generally only pay attention to bright enough light to make the whole storefront feel gorgeous and magnificent, but ignore the proportional distribution of light sources, making there no difference between the subject and the non-subject, and the jewelry placed in the counters lacks a sense of hierarchy. In addition to unnecessary waste, the high temperature and electromagnetic radiation of too bright light will also damage the color of the object itself, especially affecting the structure and chemical composition of some organic gems, such as pearls, corals and amber. In addition, according to psychologists' research, dazzling lights will also have an emotional impact on customers and business personnel of jewelry stores, and will also affect the success rate of jewelry trading.
1 jewelry lighting requirements
Different kinds of jewelry need different lighting, such as gold jewelry, jade and diamonds. When jewelry stores choose lighting, the factors to be considered are lamp color, illuminance, flicker, temperature, color rendering, infrared ray, ultraviolet ray and so on. Of course, it is impossible to take all the above factors into account. Generally, we need to focus on color temperature, illumination and flicker. According to relevant data, jewelry can present the best appearance effect under the irradiation of 3300~5000K color temperature light.
The factors that merchants should pay special attention to when choosing the light source: different lighting levels can distinguish the level in the jewelry store from the sales subject; Scintillation refers to a kind of reflected light emitted by jewelry when light shines on it. The more prominent the reflected light is, the more dazzling the gem is. Color rendering refers to the correct color and clarity of light shining on an object. The higher the color rendering, the more detailed the process and true color of jewelry can be depicted.
The characteristics of jewelry itself have extremely high requirements for light sources, such as:
(1) extremely high lumen efficiency (80lm/w);
(2) Low thermal radiation;
(3) Good color rendering;
(4) The light and color are uniform and vivid;
(5) Try to avoid losing luster of textiles and embrittlement of plastics (UV protection);
(6) During the whole effective service life, the light color remains unchanged;
(7) insensitive to temperature changes;
(8) Long service life, economy and durability;
(9) Eye-catching lighting, commonly used lighting colors: yellow light, neutral white and daylight white.
Taking diamonds as an example, there are four kinds of professional light sources used in domestic jewelry stores: downlight, metal halide lamp, projection halogen lamp (also called quartz lamp or cup lamp) and diamond light halogen lamp.
(1) Downlight: Downlight is an essential light source for jewelers to identify and purchase jewelry, and it is only applicable to the space lighting of jewelry stores.
(2) Metal halide lamp: strong brightness and high light efficiency. But the light is too dazzling, the color rendering is poor, and it is easy to distort the color of diamonds, so it is not suitable for the lighting of counters and jewelry windows, only suitable for places with high ceilings.
(3) Projection halogen lamp: compact, flexible and easy to control. The sparkle of diamonds can be well presented, but ordinary halogen lamps have poor color rendering, yellow light, easy to distort the color of diamonds and short service life.
(4) Diamond halogen lamp (4500K): This is a professional diamond lighting lamp. The color rendering effect of light is high, and the projection effect of full spectrum is the artificial light source closest to natural light. In this light, every diamond can shine with the rotation of people's eyes, which better presents the charm of color and cutting. Compared with ordinary halogen lamps, it has the advantages of good color rendering and long service life, and can show the brilliant light of diamonds when applied to jewelry lighting.
In addition, optical fiber and LED have the characteristics of soft and non-irritating light, rich light color, small thermal radiation and easy concealed installation, which are more suitable for the lighting of jewelry counters. If they can be properly designed and organically combined with the illuminated object, they will play the role of "icing on the cake".
2 lighting arrangement
The ideal light distribution position is in front of the diamond ornaments, while paying attention to overlapping light sources, so that the diamond can refract and reflect light in all directions. In order to enhance the lighting effect, when the diamond is placed on a dark background, the installation density of the lighting lamp should be appropriately increased or the distance between the lamp and the diamond should be shortened.
Pay special attention not to let the light be too dazzling, which will affect the trading atmosphere. Diffuse reflection lighting uses downlights and energy-saving lamps as much as possible to make indoor light harmonious and create a stable atmosphere. You can also use diamond halogen lamps flexibly, which not only ensures the bright and eye-catching counter, but also creates a comfortable marketing atmosphere by taking advantage of its long irradiation distance.
Modern jewelry professional lighting has already surpassed the level of "bright enough". Reasonable and scientific arrangement of jewelry lighting can not only save costs and beautify the storefront, but also indirectly improve the "transaction rate" of transactions and achieve the effect of "getting twice the result with half the effort".
3 jewelry showcase lighting design
Jewelry display cabinets are generally used to display small and exquisite items, and can be illuminated by spotlights or optical fibers.
Pay attention to the collocation of light and color. For example, gold ornaments can be illuminated with cold cups; Silver products or gem products can be illuminated by daylight cups. Due to fever, the heat dissipation treatment of the showcase should be considered.
If the project cost permits, it is also a good choice to use optical fiber lighting. The advantage is that it will not bring too much heat to the showcase.
The design of lighting focuses on the principle that you can't see the light when you see it, and highlights the items displayed.
Jewelry display cabinet lighting should pay attention to two points:
(1) is bright enough. Of course, "enough" does not mean that the brighter the better. Some jewels, such as gold, platinum, pearls, etc. , require high enough illumination, 2000lx, because they are small; There are also some jewels, such as jade and crystals. Pay attention to softness and the illumination should not be too high.
(2) reflect the characteristics. Jewelry such as gold and pearls completely rely on reflected light, pay attention to the direction of light incidence, and let the reflected "bright spot" stimulate customers' eyes; Jade, crystal and other jewelry that pay attention to light transmission should pay attention to light transmission.