In retail, it’s all about grabbing attention. Disrupting your consumer as they meander through the mall is the key objective. And one of the best ways to do this? With light, or more specifically lightboxes.
Whether your argument is grounded in psychology, religion, or physical attraction, it seems there is a universal agreement that humans are attracted to light. Add to this a darkened shopping environment (compared to the sunshine outside) and the way in which a clean, bright, attractive light disrupts the dim and contrasts from other flat visual media; it seems like a no-brainer.
Price has often been a deterrent to retail lightboxes. With seasonal campaigns, new branding, offers and updated messaging all prompting new executions and national rollouts, the cost can become prohibitive. But with the introduction of fabric lightboxes, this argument significantly reduces in relevance. Pay once for the aluminium lightbox frame and its installation, then you can use economical silicone edge graphics (or SEG) for each execution.
SEG are lightweight borderless images, designed to ensure that every inch of space is prioritised for promotion, not frames or borders. They utilise photograph quality printing to ensure a faultless finish and a modern treatment. And because they are fabric, they are lightweight and easy to ship, keeping costs down with each new execution.
Your image or message is printed on to the fabric that is edged with a thin silicon strip sewn directly into it. When the graphic is then displayed in its frame, the fabric is pulled taut and the silicon strips slip into the frame’s grooves creating a seamless display with sleek, crease-free fabric. Each fabric skin graphic comes with a small, almost invisible, tag placed in the bottom right-hand corner. One pull at this and the fabric starts to come out of its channels in the frame and can be pulled out in seconds with no risk of damage. The new graphic is then inserted into the channels, starting at the corners and then working your way into the centre of the frame. Anyone on the shift can install it.
Ensure that your lightbox is perimeter lit to maximise brightness and deliver an evenly lit look. Perimeter-lit is when lights are placed along all inside edges of the SEG frame, as opposed to half-lit lightboxes which only have two LED strips along two sides. Consistency in light across the box ensures the focus is on your message rather than the medium. Backlit options are recommended for larger executions.
Determine where the lightbox will be positioned before ordering it. Will it be hung on an interior wall, from a ceiling, from a fixture, free-standing or mounted on a stand? Consider the space around it, visibility from the shop exterior and proximity to power.
Often tied to your decision on location is the consideration on whether the lightbox is single or double-sided. As well as affecting the messaging real estate you must work with, it will also affect the brightness of each side of your display.
Not everything should be in a lightbox, if you think of it like capital letters in copy, it’s the key bit to emphasise. Think about what information should be prioritised; is it a sales promotion or new brand campaign, product benefits or advocacy from an independent source? Remember to keep focused on what you want to convey, less is more to ensure the best cut through and message absorption.
Where is the optimal placement for your lightbox to get the most attention and deliver the best ROI. There are four key marketing zones in a retail space, each is best suited to the following type of messaging on a lightbox:
Is your lightbox complementary to existing space lighting or replacing your standard commercial lighting? If space is a premium (and let’s face it, it always is in retail), then get efficient and use your lighting to create a bright environment and to deliver company or product messages. Just ensure the lumens for each lightbox equate to adequate light levels for your space.