When customers approach a storefront, one of the most important questions for the retailer is: what do they see? Do they see the brand? Do they see the merchandise? Do they see the front windows and what is displayed in them?

当顾客走进一家商店，他们会最先看到什么，是这家商店的品牌？还是陈列的商品？又或者是进入商店时，前面橱窗所显示的东西呢？关于什么才能最先抓住顾客眼球的这个问题，想必是任何一家商店都值得考虑的。

Customers actually see the entire retail environment, not just a single aspect of it in isolation. As such, one of the most effective ways to emphasize the visual appeal of a retail space is through dynamic lighting and integrated graphics.

实际上，顾客通常可以看到整个的零售环境，而不仅仅只是单独的一个方面，因此，强化零售空间的整体视觉吸引力，最有效的方法之一是，通过灯箱中的动态照明和集成图形来实现。

When independent market research agency CQM tested dynamic lighting over a 21-week period in a co-op supermarket group, the study showed sales increased within the affected areas. (A special tracking system, installed in grocery baskets, was able to trace shoppers’ specific movements within each store, including the routes they took and how much time they spent in each department. It turned out they spent more time near ‘warm’ lighting than near ‘cool’ lighting.)

独立市场研究机构CQM在与他们合作的一家集团超市进行了为期21周的动态照明测试，结果显示，灯箱中的动态照明会给超市的销售增长带来影响。在测试的过程中，他们在每个购物推车里安装了特殊的追踪系统，能够追踪每个商店内购物者的具体动作，包括他们所走的路线，以及他们在哪些区域花费的时间。结果发现，他们在“暖色”照明区域花费的时间比“冷色”照明区域花费的时间要长得多。

In other words, dynamic lighting not only improves the in-store experience for customers by making it seem more inviting and engaging, but also demonstrably increases revenue for the retailer.

也就是说，质量好的动态照明不仅能给顾客带来更好的购物体验，并且还显着地增加了零售商的收入。

A complementary concept

一个互补的概念
With respect to in-store lighting, one of the most important—and easily overlooked—aspects is the proper integration of lightboxes. As the sign industry is well aware, the combination of lightboxes with rich, colourful graphics can capture people’s attention, but perhaps less-known is the importance of complementing other existing in-store illumination, in terms of the type, intensity and colour temperature of the lighting.

就商店内的照明系统而言，最容易被忽视的方面就是对灯箱的整合与应用。在标识行业，具有丰富多彩图形的灯箱可以吸引人们的注意力，但是，我们需要根据灯箱中动态照明的类型、强度和色温等方面进行强化与部署，来对现有的室内照明进行补充。

Traditionally, this matching was difficult to accomplish, as lightbox components were specified with a ’one size fits all’ approach. With today’s light-emitting diode (LED) technology and constant innovation, however, better visual experiences, greater durability and lower costs have been achieved.

实际上，这种匹配在过去是有难度的，因为灯箱的组件是一刀切的，但是，以今天LED技术的不断创新，已经可以实现更好的视觉体验，更强的耐用性和更低的成本。

Colour temperature

色温
It is important to note ‘colour temperature,’ which is measured in kelvins (K), differs from the aforementioned context of ‘warm’ and ‘cool’ lighting.

但需要注意的是，色温是用开尔文（K值）测量的，它与前面所提到的暖色调和冷色调的照明是区别的。

Temperatures with high K values represent cool colours, such as bluish white, while those with lower K values are warm colours, ranging from yellowish white to red.

具有高K值的代表冷色调，例如蓝白色。而具有较低K值的是暖色调，例如从黄色到红色。

LED lightboxes often use a cool colour temperature, as this the most economical option and has been widely accepted by the sign industry, but it may not fit the characteristics the retailer desires. A warmer colour temperature is a better choice for accentuating and enriching skin tones in printed images, for example, and in some cases for matching a store’s current ambient lighting. It is worthwhile to ask suppliers for a range of alternatives.

LED常常使用偏冷的色温，这不仅仅是最经济的选择，而且已在标识行业广泛被应用，但是，偏冷的色温可能不符合零售商店所需，因为较暖的色温对于增强和丰富图像的肤色是更好的选择，另外，在某些情况下，会更适合匹配商店当前的照明环境。因此，使用偏暖的动态照明会更加增添视觉吸引力。

Intensity

强度
Light intensity is measured in lumens per square foot or lumens per square metre. Lightboxes vary significantly in intensity, as there are no general industry standards, so it is important to test products to see how they mix with ambient illumination.

光的强度是以流明每平方英尺或流明每平方米进行测量的。由于没有通用的行业标准，照明的强度差异很大，因此，对产品的测试，了解它们如何与整体照明环境进行配合是非常重要的，只有做到完美的强度匹配，才能最大化发挥灯箱中动态照明的视觉吸引力。

Type

类型
Not all LEDs are created equal. There are many variables, such as the spacing between each lamp, the lighting angles of the lenses and overall quality.

并非所有的LED都是相同类型的，因为其中的变量有很多，比如，每个照明之间的间距、镜头的发光角度，以及整体的质量等。

One of the main reasons it is important to source high-quality, long-lasting LEDs is related to intensity. Over time, LEDs lose their intensity, become dimmer and grow warmer in terms of colour temperature. Signmakers should be sure to ask vendors about the expected useful lifespan of their products (e.g. 50,000 hours).

要获得高质量、使用寿命长的LED，那一定是与照明的强度有关。随着时间的变化，LED会褪去它原有的亮度，逐渐变暗，标志制造商应确保向供应商询问其产品的预期使用寿命。 

Frame

帧
Another aspect of lightboxes that needs to be assessed is the quality of their frame. When the frame is combined with the LEDs and the printed graphics, it is a good idea to check if there is any loss of light around the perimeter or, for that matter, in the centre of the graphics. Well-designed frames will not suffer any light loss.

强化灯箱中动态照明视觉吸引力的另一个方面是把握好框架的质量。当框架与照明系统、打印的图形组合在一起时，需要检查一下在图形的中心或者周围是否有光线分布不均的情况，精心设计的框架会不会遭受光线的损失。所以说，框架的质量对灯箱中动态照明发挥的视觉吸引力有着重要的影响。

Creating new effects

创建新的效果
Today, fabric lightbox systems have been designed to address all of these issues. They are available built to size with custom lighting systems and frames, so as to best suit a given retailer’s environment and branding characteristics. In turn, signmakers have a new opportunity to go out in the field and create exciting and inspiring effects.

今天，织物灯箱系统已经被设计出来，足以满足以上的所有问题，此外，它们还可以根据客户的要求，定制照明系统和框架，以最大限度来满足特定零售商的环境和品牌特征，这也正是标识制造商所期待的，创造一种令人舒适的体验价值。