The Purpose of ELLI

Background: For far too long, the lighting industry has made product development its priority over that of lighting design. And even though product advancement is important, it shouldn’t act as a driving force for the industry. ELLI was created to provide a balance against this concerted effort, so that Lighting Design can better lead in future industry goals.

One should consider the true values a lighting designer offers each Consumer:

  • They best understand the Consumer and have established a personal relationship with them.
  • They best understand how to employ light, which can stimulate an emotional response.
  • They best provide the creativity in lighting design to achieve excellent and advanced results.

These are the reasons why a Lighting Designer is best suited to direct the future of the lighting industry, not the manufacturer.

The Future: As explained in the next section, “Industry’s Message,” the tradespeople are lost to find a solution within their professions. This solution equates to why we are important to the Consumer. Until we answer this basic need, segmentation and purpose will be haphazard.

This Initiative is part of that solution—to provide understanding for all parties.

Industry’s Message

Currently, the lighting industry, as well as its organizations and associations, has failed the public in providing an easily understood message. In a nutshell, there is no common message, nor is there one which unifies us. This is a huge problem, which continues to be overlooked.

Both consumers and trade professionals are at a loss to explain what we provide for the overall good of society. This messaging needs to be simple and clear. If we were to condense everything associated with lighting, then it all comes down to providing:

“Betterment in Human Health”

This should be the basis to the Lighting Industry’s message, as it makes complete sense to the consumer.

Human Health

Human Health

Light and Nature both have the inherent ability to provide positive psychological and physiological benefits to human kind. Many studies have already shown that these contributing factors act as a restorative tool in well-being. As we know, many human ailments are developed by stress, life style, and working conditions. Effective lighting applications can provide a means to counter these negative influences.

The beauty of Light and Nature is that it is natural or relatively natural, non-invasive, non-addictive, and inexpensive to utilize. It’s a “win-win” for most everyone, excluding big-pharma companies. These conditions alone should perk up the ears to most anyone listening.

As this site develops, more and more case-studies, documents and reports will be included to support this realm. ELLI will serve as a portal or resource library, to share this type of information.

Photography

Photography is a critical part of this learning and awareness, as it provides us the easiest format by which to understand. As humans, we best learn through our visual means. Therefore, photography is an aid in this. It allows us the opportunity to capture a moment in time and space, from a specific point of view.

As lighting designers, we must rely on high-quality, excellent imagery to effectively portray our work, and to evoke emotion. These images communicate and express our art-form. As a consumer, imagery is the easiest way to explain design intent.

The benefit of good photography allows for the following:

  • The Consumer can see how experienced the Lighting Designer is through this representation.
  • The Consumer can judge who is the best provider for the job.
  • The Trade Professional can use it as a means of competitive advantage.
  • The Trade Professional can communicate emotionally through this visualization.

The Use of Photography

Trade professionals need to be aware of the impact of good photography. It is highly suggested that a professional photographer with experience in night-time photography is utilized. Some lighting designers believe they can provide the same or better level of imagery. However, in most cases, this is far from the truth.

Why is photography so important?  Because it represents your name and brand. One must truly consider how this decision alone impacts one’s success, professionally-speaking.  Photography can be the difference between being ‘average’ or ‘mediocre,’ with that of ‘excellent.’

Lighting designers should consider photography as an art, just as their own craft, because it is.  One would be best served by guiding the photographer, as to what they wish to capture. The photographer should focus his/her attention on the composition of these scenes. Their skill is in the experience with the camera and how to best display this imagery—it’s a joint effort.

Considerations in Photography

There are three considerations the lighting designer should understand in photography:

  • Imagery should pose No Questions. The viewer should never be distracted by what is visually displayed, such as glare, high contrast areas, competing or lacking focal points, poor lighting techniques, etc. Questions provide stress to the viewer’s mind, and it is in this observation that it provides discomfort and confusion—this is not good.
  • Imagery should look about the same as it does at night. It should not look fake or enhanced to provide a false presentation.
  • Imagery should evoke an emotional response. Again, this is dependent on the lighting designer’s ability to apply light. But, when it is provided, it facilitates a reaction and it sets you apart from the others.

Educational Gallery

Once again, the Gallery is provided as a Library of materials. This will be in the form of Photography, Videos, Publications and Case-Studies. Each section will continue to grow and develop over time, so that learning can be achieved in various formats.

As you can imagine, there are a great number of lighting designers and artists from around the world. Photo selections have only begun, and it takes time to find proper representative examples to display here. This limited selection should not provide discouragement, rather it should act to inspire education and understanding.

The primary goal with the photo gallery is to provide cognitive thought—spend time studying each photo in detail. One should ask the question, “Why does this scene or setting ‘Feel’ as it does?” Questioning is the key to learning. And as one questions, one begins to explore the subtle details of where light fixtures are positioned. Continue in asking more questions, “How many lights are used to create that effect?” “What shadows are created from this lighting application?” The more one questions, the more one learns.

The final step in this learning is applying what you see or learn to a live setting. Lighting designers and artists should provide mock-ups or establish scenes which explore these new ideas. It is only by this action that advancement and knowledge occur. Feeling must always be experienced first-hand, if one desires to emulate it.

Photo Gallery Selection

The Photo gallery features selected images by various North American and International lighting designers and artists. Photos were personally selected, as a means of control and consistency of measure. Also, they were chosen if I experienced a sense of emotion in their display.

Each photo will display the lighting designer’s name/company, as well as their Credit #. This will allow for a cross-reference back to the Credit’s page, where additional contact information will be provided.