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Surely, our point of view suffers from a mild form of “passional” bias for light, but it seems to us that lately the commercials, as well as music videos and shows in general (the talent shows, for example), rely on light to be noticed in an environment crowded with visual stimuli.
Light is an element that lends itself to a thousand interpretations, while technology contributes tirelessly to improve creativity and spectacle. The post-production techniques, the definition of images that mix photographic contributions, video footage and special effects, have broadened the horizon of those who work in advertising. Those who were, until yesterday, simple art directors (friends of the agencies, don’t hold it against us) who had to reconcile the visual aspect with the other half of the creative couple, namely the copy, now find themselves to propose products that are very close to multimedia art. Even the latest devices (plasma TV, round screens, tablets and mobile that evolve quickly), are conceived and designed so as to exploit light in all its forms.
However, light is not coveted by lovers of photography only. Light is psychedelic, magical. It is able to make amazing even the most obvious thing. A renowned car manufacturing company (Audi) understood it well, since it made its new commercial a play of lights lasting thirty seconds. Lines, tunnels, palaces with lights that intertwine and blend until converging in the car that, at the end of the commercial, everyone would want to have in his/her garage.
And if even one of the most famous bands in the world, the Coldplay, prefers light spells rather buxom girls in its music video, there is a reason why. In “The speed of sound”, the lights dance accompanied by Chris Martin’s voice and become more intense and dynamic as the music flares up, in fact. However, light is not just poetry. It is also or, above all, used to sell. In a store, proper lighting plays a fundamental role, both to attract the attention of potential customers and to enhance the merchandise. Did you know that butchers use warm color lights (3000 / 3200K), just to enhance the shades of red meat? In addition, did you know that in clothing stores they advise a light with a CRI (Color Rendering Index) at around 90, which allows to realistically render the actual colors of the fabrics and the difference between them?
Which is the best Rossini product for a store? Of course, MAYA: a LED projector for three-phase track. It comes in three different sizes and relative powers (13W, 25W and 32W), in warm color temperature (3000K) and cold color temperature (4000K). By using an accessory, you can even change the opening of the light beam, from the standard opening to 40° up to reach 10° and 20°. You can also choose the color of the device: gray or white. To be mounted on a compatible three-phase track already installed in a store or on our GROOVE track, available in the ceiling version or built-in version. Light has the great gift of improving what is before your eyes and, as you know, in the shopping malls, it changes to enhance the characteristics of the products on display: jewels shine in a particular way, some food has more attracting colors, even fruits look riper and the seafood fresher.
In the end, light can be many different things: the light of the sun’s rays that wake us up in the morning, the light we see on stage when the curtains open, the light that invades us when we are at a concert or the light that enlightens our PCs. However, in all its forms, light has the power to make everything it touches more attractive.
