Each industry has their own vocabulary with different terminologies. Unfortunately, people just assume you instinctively know said vocabulary which isn’t always the case. We often use specific terms to identify viewing areas of display cases that most customers aren’t familiar with.
Let me help you by defining these terms. Let me clarify that even within an industry certain companies may use similar or different terms. However, the following terms are generally used by most display case manufacturers or distributors.
Despite the style of display, (Queen Anne, Classic, Contemporary,Tapered Leg, etc.) the term relates to the height of glass viewing area.
JEWELRY VISION DISPLAY CASES
“Jewelry Vision” Display Cases usually have a glass viewing height of 9 inches. As the name implies this case is standard in the Jewelry Industry. This height works well for small items or items that are not too tall. It does not matter what the items displayed in the case, it could be antique artifacts, books, model cars, watches, etc. the glass viewing height is still called “Jewelry Vision”. The height of the display area is not high enough for a shelf so the product is displayed on what we call the deck.
JEWELRY VISION PLUS DISPLAY CASES
Jewelry Vision Plus display cases have more than the traditional 9 inch viewing height. We have made cases anywhere from 10” to 14” to accommodate jewelry necklace busts to taller item for collectors. Still, the height is not tall enough to accommodate a shelf so the product is still displayed on the deck.
HALF VISION DISPLAY CASES
“Half Vision” display cases traditionally have a glass viewing height of 16 ½” although this can vary slightly from company to company. Due to the increased height if you are displaying small items there is enough room to add a glass shelf in the case. This gives you two display areas, the glass shelf and the deck.
FULL VISION DISPLAY CASES
“Full Vision” refers to a glass viewing height of 22 ½ inches. Again this height can vary slightly from manufacturer to manufacturer. With the additional height an additional shelf can be added. Including the “deck” area and two shelves there are three display areas. Some displays have adjustable shelves or split shelves which give flexibility to displaying items. Shelves do not even have to be used if large items are being displayed. With split shelves or half width shelves add even more flexibility.
EXTRA VISION DISPLAY CASES
“Extra Vision” refers to a glass viewing height of 27 ½ inches. With the additional height a total of 3 shelves can be included. Again, with adjustable shelves and/or split shelves a wide variety of display options are possible. We have had clients put 3 shelves on one side of the case and leave the other side open for a tall item. Usually the glass shelves used are 10 inches, 12 inches and 14 inches front to back with a 18 inch deck. This gives a waterfall presentation with good visibility of the product on each shelf.
I hope defining these terms is helpful to you. Just to be honest before I became acquainted with the above terms (actually before I got someone aside and sheepishly asked them the meaning of the terms) I thought they were referring to the depth of the shelves or how much you could see of the product from the top of the display.
Have you ever seen an explanation on a website or in a catalog; I haven’t? So, instead of people guessing what the terms mean I thought I would “tell the world” about what was confusing to me . . . before I became enlightened. 🙂