The 66-m (217-ft) lightbox installed in the underground PATH in Toronto fulfils dual objectives of illuminating the entire space and working as an incredibly effective messaging medium and advertising option.
安装在多伦多底下PATH中的66米长灯箱实现了照亮整个空间和传递信息的双重目的。是非常有效地消息传递媒介和广告选项。
The importance of illumination in the new world (post-COVID) cannot be understated. More than ever, an emotional connection with the consumer in-store will be paramount. From an over-arching perspective any environment will now be morphing as to what consumer engagement looks like—what mechanisms drive relevant behaviour at the “moment of truth” in-store.
照明标识在疫情后的新世界环境中的重要性不可低估，因其比以往任何时候都更能唤起与店内消费者的情感联系。从总体角度来看，当下任何环境上的布置与改变都将影响消费者的参与度——但只有到了真正产生效果的时候，才能知道什么样的改变是行之有效的。
To break through the clutter and integrate in a fast-paced digital future, lighting/light boxes can have a dramatic and lasting impact and be extremely cost effective as corporate purse strings and budgets are tightened.
在企业资金、预算双双紧缩的情况下，为了突破低迷混乱的现状并融入正快速发展的数字化未来，照明灯箱成为具有极高成本效益的选择，并且足以对企业的生存与发展产生巨大而持久的影响。
Drawn to the light
灯光，绝对的吸引力
Like any creature, we are drawn to light. It is inviting, intriguing, warm, and makes people feel better. Brands should be that beacon drawing in consumers. Lighting sets the stage for the store and can highlight areas where one wants the traffic to flow (or not). Lightboxes can solve two problems—highlighting key brand and product messaging and enhancing (or augmenting) ambient store lighting.
像很多生物一样，人也很容易被光明所吸引。每种色彩、不同的灯光都有着不同的感召力，耐人寻味、热情洋溢，重点是会使人感觉很好。而作为想要吸引消费者的品牌，更应该成为具有吸引力的灯塔。
照明标识为商店奠定了基础，可以突出显示人们希望聚集或不希望聚集的区域。而作为照明标识中应用广泛的灯箱，则能解决品牌营销中的两个问题：突出关键品牌、产品的信息；增强、扩张商店周围的照明。
A recent article in MarketWatch suggests online pricing will be more expensive than on premise post-pandemic. Will people be paying a premium for convenience online? As a result, bricks and mortar retail will once again be re-inventing itself. Does the new shopping environment befriend the consumer, speak to them, make them feel appreciated and welcomed, let alone address their needs?
《市场观察》在最近发表的一篇文章中指出，网购商品的定价与疫情之前相比将变得更为昂贵。然而，人们真的会因为网购的便利而愿意支付额外费用吗？因此，这正到了实体零售再次证明自己存在价值的时候了。通过创建新的购物环境，与消费者的关系变得更加友好，与他们产生联系，使他们感到被赞赏和受到欢迎，也更适应他们的需求。
Done correctly, the masses will flock back to ‘the store’ as people are social creatures and (price points notwithstanding) will only do so much online where convenient. So, what does the magic formula look like to create and enhance the shopping experience?
如果做得正确，也足够好，消费者群体将重新聚集到商店中，因为人类毕竟是社交生物，一定会在定价合适的前提下，在方便的地方进行更多的消费活动。那么，如何将神奇的标识公式套用在商店里并增强购物体验呢？
No doubt in-store digital signage will ‘pop’ going forward, with updated applications to include touchless screens (mobile interaction), wayfinding, and social distancing messaging. This lends itself to the consumer being on guard and prepped for direction and brand engagement. Keeping it simple with lightboxes can ensure signage about safety and direction does not drown out brand messaging.
毫无疑问的是，店内数字标牌将率先流行起来，与其配套更新的应用程序将包括非接触式屏幕（移动端交互），导视标识和保持社会距离提示。这些对保护消费者安全具有好处，并可以为管理和品牌参与度做好准备。但这种复杂的环境下，使用灯箱就可以简单直接地确保有关安全和方向的标牌不会淹没品牌信息。
从左至右为：北美；欧洲；亚太；中东；南美。
The global lightbox market will continue to grow at a very steady pace per a recent report by Cognitive Market Research (June 2020) led by the North American marketplace.
根据北美地区2020年6月的市场调研发现，全球灯箱市场正以非常稳定的速度持续增长。
Is that brand speaking to me?
接近，聆听标识的声音
Visual cues is the new language for consumers. The right amount of light in a retail format can make almost anything stand out. The beauty, colour, scheme, detail, and quality of a product will shine through a lot more with correctly backlit signage. The right amount of light and shadow highlights texture and works to elicit emotion from the viewer.
视觉信号是面向消费者的新语言。对于零售形式的商店来说，使用适当的照明可以轻松使几乎所有产品脱颖而出；而带有正确背光标识的产品的外观、颜色、方案、细节和质量都将更加耀眼。适量的光影打造会突出纹理效果，并可能引起观看者的正面情感。
Further, using lightboxes to illuminate a message guarantees consistent visibility. This makes it a lot easier for customers to see and to engage with the product. Clear, concise messaging that separates a brand from the pack is a winning proposition.
此外，使用灯箱照亮指示信息可确保远近一致的可见性，使得客户更容易发现和进一步了解该产品。清晰且简洁的消息传递将品牌与产品组合区分开是一个成功的主张。
Different types of illumination can fit any environment to drive ambience and messaging. The primary types of illumination to consider include:
不同类型的照明适用于不同的环境，以活跃气氛和传递讯息。可以参考的主要照明类型包括：
• Back lit—ideal for most signage applications due to image clarity and no glare, as well high visibility in direct sunlight;
·背光照明—使得图像清晰，无眩光，即使在阳光直射下也有高可见度，因此非常适合大多数标牌应用；
• Large format—stand out with huge seamless messaging to show strength of the brand;
·大幅面照明—借助大幅面无缝图像的信息展示脱颖而出，以展示品牌实力；
• Dynamic lighting—add dynamic light-emitting diodes (LEDs) to signage to add movement and turn heads with low cost and versatility.
·动态灯箱—在标牌上添加动态发光LED，以增加变化和回头率，并且具有较低的成本和多功能性。
Thanks to new advancements in technology, lightboxes no longer have to be thicker; they come with all the benefits of existing lightboxes and are more design friendly. New profiles allow for maximum light output in fabric frames as low as 15.8 mm (0.625 in.) thick. Custom-made (built to spec), short build times, no minimums, and North American made have changed the lightbox landscape.
得益于技术的新升级，更好的灯箱不再需要变得更厚，它们具有现有灯箱的所有优点，并且更适合于设计。新的材料允许在最薄15.8毫米（0.625英寸）厚的织物框架中提供最大的光源输出。（按规格）定制、制作时间短、无最低要求以及本地化的制造改变了灯箱的格局。
Crystal-clear message
接收，最清晰的讯息
Today, hot and dark spots are a thing of the past when the appropriate light engine is applied as even light distribution across the whole message can be guaranteed. What is key here is an overall lighting strategy that most retailers will not give much thought, including what are the backlit signage objectives and what defines success? These pieces need to be defined to map the store environment in alignment with its customer base.
在当前的技术下，只要应用适当的光引擎，光源的过亮和过暗都不会再发生，因为可以确保整个标牌中光线均匀分布。真正需要注意的关键是整体照明策略，不过大多数的零售商不会为此考虑太多，包括背光标牌的目标是什么，以及最后成功的定义是什么都不甚了解。但这一部分是切实需要的，简单一点的做法就是根据客户基础然后将其映射到商店环境上。
Zumtobel Group, a supplier of integral lighting solutions for professional indoor and outdoor building lighting applications, claims a fashion retailer in Germany saw its sales go up by approximately 12 per cent compared to another local store, after it installed a new lighting scheme specially designed to appeal to the personality profile of its target customers.
为专业室内外建筑照明应用提供整体照明解决方案的供应商Zumtobel Group声称，德国的一家时装零售店在实施全新照明方案后，更能吸引目标客户的个性选择，因此其销售额比另一家本地商店的销售额增长了约12%。
Thanks to new advancements in technology, lightboxes no longer have to be thicker; they come with all the benefits of existing lightboxes and are more design friendly.
得益于技术的进步，灯箱可以制作得更薄，不仅具有传统灯箱的有点，而且更适合于设计。
“The strategic use of quality illuminated graphics and environmental lighting has a proven impact on a positive shopping experience, purchase behaviour and brand loyalty,” says Andrew Pierce, the CEO of MINT Collaborative.
MINT Collaborative首席执行官安德鲁·皮尔斯表示：“战略性地使用高质量的照明标识和环境照明，能够切实地为消费者带来的良好购物体验，能够促进购物行为以及形成品牌忠诚度。”
Steve Goertz, president of Visual Impact, adds: “As our customers create immersive and entertaining environments, they are relying on grand-format lit dye sublimation to make big statements economically inside the lease line, as window treatments, even as ceiling treatments. The ability to economically update these large graphics to match an ongoing digital campaign calendar makes it budget friendly to maintain continuity of messaging.”
Visual Impact总裁史蒂夫·戈茨进行补充：“积极创造身临其境的娱乐环境成为趋势，我们的客户选择依靠大幅面的染料升华印刷，在租赁的商铺内进行非常经济的大型宣传。这些印刷品既可以作为窗帘展示，也可以作为天花板展示。这些大幅面产品的更新成本对预算来说非常实惠，可以更好地匹配当下频繁的数字端购物活动，保持消息传递的连续性。”
The global lightbox market will continue to grow at a very steady pace per a recent report by Cognitive Market Research (June 2020) led by the North American marketplace.
根据北美市场在2020年6月主导进行的市场调研的最新报告，全球灯箱市场将以非常稳定的速度持续增长。
With the North American market leading the way post-pandemic, retailers would be best served by working with companies that:
随着全球都将逐步进于疫情后的回暖时期，与具有以下特点的公司合作将为零售商提供最佳服务：
• Manufacture in North America for best in class;
·本地化制造，且质量一流的产品；
• Provide custom-made products that are built to spec;
·提供按需求规格制造的定制产品；
• Provide rapid turnaround times;
·提供快速地周转时间；
• Provide ‘no minimum’ build requirements.
·提供“无最低标准”的构建方案。
These pieces are paramount for successful lightbox deployments and long-term partnerships.
这些特点对于成功的灯箱部署和长期合作来说至关重要。
The use of lightboxes is also good for a company’s green footprint. They use far less power yet provide superior illumination. Better illumination provides clear and concise messaging driving better lift at retail. Many have heard the term ‘retail is detail,’ and the detail here is understanding how lighting plays such an important role in customer choice.
使用灯箱也有利于公司的环保形象，因为它们消耗的功率比传统照明少得多，却能提供出色的照明效果。更好的照明传递给消费者清晰简明的有效信息，从而提高零售商店的销量。相信许多人都听说过“零售就是细节”这个术语，对于灯箱来说，这里的“细节”就是了解照明为何会在消费者的选择中扮演如此重要的角色。
Lightboxes can solve two problems—highlighting key brand and product messaging and enhancing (or augmenting) ambient store lighting.
灯箱可以解决两个问题：突出关键的品牌和产品；以及增强商店环境范围内的照明。
“Early indications suggest the changes in consumer behaviour during the COVID-19 crisis will largely mirror the changes that manifested themselves during the 2008 recession—but with some unique nuances. We’ve observed, for instance, the familiar flight to value: our recent research shows that 34 per cent of consumers have increased their spending on private-label products during the pandemic and that most of those consumers plan to continue doing so even after the crisis has passed. When asked why they started buying more private-label goods, 44 per cent cited affordability and better value.”
在新冠疫情危机的早期迹象中，关于消费者行为的变化在很大程度上与2008年经济危机期间的变化相类似，只在细微处有所差别。例如，让人们熟悉的商品价值突然提升：根据最新的研究表明，在疫情期间，有34%的消费者增加了对自有国产品牌的指出，而且其中的大多数人决定即使在疫情结束后仍将继续保持这样的消费习惯。当被问及问什么他们突然开始选择购买更多的自有品牌商品时，44%的人表示因为这让人的资金容易就能负担得起，因此对自己的价值就更高。
Spin the affordability and better value to retailers themselves as they reinvent their presence in-store, and lightboxes are sure to be the way to creating value all around and keeping price points at bay as consumers become more frugal. Because they can be used to highlight the architecture of any retail space, they are now part of the planning and design conversation with new builds.
在零售商店准备重塑店内形象时，考虑自身的负担能力并在此情况下能够获得更高的价值肯定是首要的。对于标识商来说，随着客户变得更加节俭，灯箱肯定会成为在既能在店铺创造价值又不用付出高成本的最稳定途径。灯箱可以用来突出显示任何零售商店中的体系结构，所以现在已经成为新建筑规划和设计语言的一部分。
Light at the end of the tunnel
未来，光在隧道的尽头
The post-COVID-19 world adds more to the customer-centric, customer-first thinking in retail. If needs, wants, and wishes are not met and recognized, any resemblance of customer loyalty has no chance of survival. Consumers will come back; the question remains, however, will they return repeatedly and become evangelists for brands? This will be key to any retail success.
疫情后世界的零售业通过“以客户为中心，客户至上”的思维方式增加了更多的营销内容。如果反其道而行之，则无法获得消费者在需求、希望和愿望上的满足和认可，失去客户忠诚度，从而无法生存。虽然新的消费者总会出现，但根本的问题不解决，他们就无法成为回头客也无法成为品牌的传播者——而这两点正是所有零售行业成功的关键。
That said, lighting done correctly and effectively can drive retail sales. Retailers can effectively guide consumer traffic in-store to where they want to see people spend more time based on product sets. The level of brightness coupled with the right colours can greatly enhance the warm, ‘comfortable’ areas of the store where high-margin products are displayed.
也就是说，正确有效地使用照明可以推动零售商店的销售，可以帮助零售商有效引导店内的消费者流量集中在他们希望集中的产品的位置。通过亮度与正确颜色的组合，可以为店内陈列的高利润产品创造一个温暖舒适的区域，吸引消费者的到来。
“Lightboxes allow us to use evocative imagery and branded patterns to support our immersive retail experiences,” says Beverley Wells, vice-president, Branded Environment–Skikatani Lacroix Design. “Specifically, continued advancement in LED technology means we can really use scale to our design advantage.”
Skikatani Lacroix Design品牌环境副总裁比弗利·威尔士说：“灯箱使我们能够使用令人回味的图像和品牌图案来支持沉浸式零售体验。而LED技术的不断进步，意味着我们可以真正利用规模来发挥设计优势。”
