WhatTheyThink

Premium Commentary & Analysis

LED Lighting in Retail: What’s the Impact on Color?

As brick-and-mortar retail works to streamline costs by updating facilities with LED lighting, are they overlooking an important effect—how LED lighting will affect the way customers see the color of their products? Senior Editor Cary Sherburne looks into the pros and cons of LED lighting and how the retail industry is approaching this conversion.

Monday, August 27, 2018

The International Commission on Illumination (CIE) has established a number of illuminant standards under which color should be evaluated. Standard illuminants include daylight (D50 for graphic arts, D65 for industrial uses), Standard Illuminant A (incandescent), and a variety of standards for fluorescent lighting. But the CIE has yet to present standards or definitions for LED lighting. As anyone involved with color evaluation in color-critical environments understands, evaluating color under controlled lighting conditions is a vital part of the quality control process. In the world of textiles and apparel, experts would recommend that color be evaluated under the most common lighting conditions the final product is likely to be subjected to “in the wild.” Historically, this has been D65 daylight, incandescent for home use, and fluorescent lighting in the retail environment. These standards have been in place for many years, and that has allowed manufacturers and purchasers of controlled lighting systems to feel confident that issues with color differences, metamerism, and other color quality attributes can be uncovered and addressed early in the manufacturing process to avoid customer dissatisfaction with the color of the items they acquire.

There is nothing worse than a consumer selecting a garment or home décor item based on the color they perceived in the retail environment under fluorescent lighting, but then seeing an entirely different color once they bring the item home or view it outdoors. It happens. And these returns are costly for retailers.

Now, though, the situation is even more complicated. Both retailers and consumers are turning to LED lighting to reduce both costs and energy usage. That makes it easier, right, if everyone is looking at color under LED lights? Not really. That’s because the CIE has not yet issued any standards associated with the effect of LED lighting on color perception. This is partly due to the fact that developing standards is a painfully slow process. But the other issue is the rapidity with which the lights themselves are evolving; manufacturers are rapidly changing the LED products they bring to market, and there is a vast number of manufacturers bringing LED products to market. If you purchased an LED light from a specific manufacturer last year, and you return to the store to buy the same brand and SKU, the likelihood is that the lights will not be the same.


Continue reading your article
with a WhatTheyThink membership.

WhatTheyThink Annual Membership

Less than $4/week.

Get unlimited access to in-depth commentary and analysis covering the latest trends, emerging technologies, operational strategies, and key events across every segment of today's printing industry.

Stay informed. Stay competitive. Stay ahead.
WhatTheyThink Day Pass

$5 for 24 hours

Unlimited access to all of WhatTheyThink. Get your Day Pass

Already a member?
Sign In

About Cary Sherburne

Cary Sherburne is a well-known author, journalist and marketing consultant whose practice is focused on marketing communications strategies for the printing and publishing industries.

Cary Sherburne is available for speaking engagements and consulting projects. To get more information contact us.

Please offer your feedback to Cary. She can be reached at [email protected].

Recent Articles from Cary Sherburne

U.S. Hemp Goes International

U.S. Hemp Goes International

While the U.S. domestic textile industry is struggling to grow, the U.S. farming industry could play an important role in making textiles more sustainable with arrangements such as the recently announced deal for Panda Biotech to provide U.S. grown hemp fibers to the Indian textile market. Read More

Strategic Planning Spurs Growth at AlphaGraphics Kansas City

Strategic Planning Spurs Growth at AlphaGraphics Kansas City

When Haley Haar took over AlphaGraphics in Kansas City, the business generated about $600,000 annually. Today, she has led the company in a growth path approaching $2 million in annual revenues through careful strategic planning and a deep understanding of customer needs and requirements. Read More

Tariffs and Textiles: Will They Help Bring Back U.S. textile Manufacturing?

Tariffs and Textiles: Will They Help Bring Back U.S. textile Manufacturing?

So supposedly, a goal of U.S. tariffs on products imported from other countries, including textiles, apparel, and footwear, was to incentivize bringing manufacturing back to the States. Of course, setting up a new factory takes time and money; it doesn’t happen overnight. But it seems that producers had other ideas…the results may surprise you. Read More

Textile Turmoil: What’s the Latest in the World of Textiles?

Textile Turmoil: What’s the Latest in the World of Textiles?

Nothing better demonstrates the turmoil the textiles and apparel industry is going through than two news items I received in my inbox, basically back to back, stating that the U.S. is holding its own while Europe is losing steam. What else is going on in the industry today? We dive into that here. Read More

Monadnock Introduces Recyclable Alternative to Vinyl for Retail Signage

Monadnock Introduces Recyclable Alternative to Vinyl for Retail Signage

For its entire 207-year history, Monadnock Paper Mills has taken sustainability to heart. As a privately-owned paper mill, the owners live near the mill and take protection of the environment seriously. Most recently, the company has introduced a new, sustainable alternative to vinyl for retail signage, Ultra Hide PC 100 Blockout Poster. In part two of this two-part video, Julie Brannen explains. Read More