One of the best ways to disrupt and grab the consumer's attention? 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. The way in which a clean, bright, attractive light disrupts the dim and contrasts from other flat visual media; it’s little wonder fabric lightboxes are trending.
Ongoing cost and complexity has often been a deterrent to lightboxes. With seasonal campaigns, new branding, offers and updated messaging all prompting new executions; the cost can add up.... until now. Fabric lightboxes revolutionise this by paying once for the custom-built aluminium lightbox frame and its installation; then you or your staff can easily change out the economical Silicone Edge Graphics (SEG) for each execution.
SEG are lightweight frameless 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 textile, they are lightweight and easy to ship, keeping costs down with each new execution.
Each SEG fabric skin is edged with a thin silicone strip sewn directly into it which is fed into the channels of the frame creating a seamless display with sleek, crease-free fabric. A small, almost invisible, tag is placed in the bottom right-hand corner of each fabric and with one pull the fabric starts to come out of its channels in the frame and can be pulled out in seconds.
So, when ordering your lightbox, what are the key things to consider?
Light levels – ensure that your illuminated lightbox is perimeter lit to maximise brightness and deliver an evenly lit look. Perimeter-lit is when lights are placed along the two longest inside edges of the SEG frame, as opposed to half-lit lightboxes which only have LED strips along a single edge (subject to size). Consistency in light across the box ensures the focus is on your message rather than the medium. Backlit options are recommended for larger executions.
Location – 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.
Single or double-sided – 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.
Content – 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 a 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.
Placement – 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:
Space illumination – 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.