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Visual Merchandising by Tony Morgan

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Lighting

When lighting a wall, lights should be adjusted so that the beams are focused on the clothes and not on empty adjacent walls, floor, or ceiling. The lamps should always face the wall and should not be directed into the shop, blinding the customers.

The correct-sized beam width should be used: anything too small will highlight just one section of a garment; anything too wide will spill over the presentation.

Lighting should never be an afterthought. The following should always be considered when creating a display:

Does the display lend ...

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