A method and apparatus for reading a target object having areas of differing light reflectivity on the target such as a handheld bar code reader having a first illumination pattern, a detector for measuring a distance from the reader to a target object, a system threshold, and a comparator for evaluating the measured distance against the threshold. Should the reader's internal circuitry and/or software determine that the measured distance is greater than the threshold, a second illumination pattern is activated that has power effective illumination for increasing the operable reading distance between the reader and the target object. The second illumination pattern can be generated from a secondary illumination source or through a lens internal to the reader.