Improved surrounding illumination
Backlit signage is also incredibly effective in offering more light. Signage providers must consider the light that is provided in the overall environment, and often reconsider their existing commercial lighting fixtures in entirety and end up replacing them with lightboxes.
Often, if done accurately, illuminated signage through lightboxes can solve two problems—highlighting key brand and product messaging, and increasing (or augmenting) available ambience lighting.
One great example of this is retail stores
in malls that use lightboxes as a means of advertising and as a source of illumination. When brands partner with specialized providers they can access customized illumination solutions to fit their needs,
and make the light as bright or as muted as necessary.
Deeper customer connection
Darkness usually has negative connotations, and the converse is also true. Light brings with it feelings of sunshine, happiness, brightness, and general positivity. When someone feels happier, the chances are higher they will want to agree with the message, and take the plunge toward a particular brand and/or experience.
Light brings vitality and energy, a dynamic that non-backlit messages cannot offer. This energy transfers to the customers and audience and, as a result, they will engage, believe, and follow. This ability to activate emotional triggers in consumers is what brands need.
The digital landscape continues to evolve as the consumer experience drives their behaviour. Lighting and proper illumination in any environment will be critical to achieving key objectives and engagement at any level.
Bill Horst is the vice-president marketing for Omnify Lighting. He holds a bachelor of arts in graphic communications management from Ryerson University and has more than 15 years of experience in marketing leadership. He leads all branding, communications, and advertising for Omnify. He can be reached via e-mail at bill@omnifylighting.com
Rocky Dundas is the vice-president sales for Omnify Lighting. He holds an MBA and has been in manufacturing for almost 20 years—from operating his own company to leading sales at a large global company. He is responsible for all sales execution and is a part of a vibrant executive team at Omnify. He can be reached via e-mail at rocky@omnifynow.com.
