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Overcome Seasonal Lighting- Maximize Window Graphic Visibility

The shift from natural light to artificial indoor light affects how passersby view window graphics. In this article, we will explore the challenges and how to address them effectively.

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Short days bring unique challenges for retailers and the window graphics promoting the season. Earlier sunsets and reduced outdoor light make it harder to ensure that window graphics are visible at night. This is especially challenging with one way vision perforated films.

One way vision perforated films rely on direct light to illuminate the window graphics. Without it, the eye is drawn to the light beyond the graphic making the well-designed graphic get lost in the dark. The shift from natural light to artificial indoor light affects how passersby view these displays. In this article, we will explore the challenges and how to address them effectively.

Early Sunsets and Less Natural Light

Windows are a natural choice for branding and messaging for any organization to drive awareness, traffic, and create a call to action for their brand. During daylight hours, windows are an easy, obvious choice, perfect for daytime viewing. Earlier sunset times mean more people will be viewing window graphics in the dark, either stopping at a retail location after work or for an evening walk in the neighborhood.

The vibrant and eye-catching graphics seen during daylight hours can become dull and difficult to see with the darkness. It can have a significant impact on the foot traffic in the store. Customers and potential customers may miss messaging all together, losing the opportunity to gain and attract customers.

Interior Lighting Against Outside Darkness

Lighting is a complex subject when there is a large amount of contrast from light to dark. Interior retail lighting is essential for creating an inviting shopping experience but can wreak havoc on window graphics, especially perforated film, for nighttime visibility.

Glare and reflection can obscure the view of carefully designed window graphics on glossy materials. Customers and potential customers won’t be able to see the message you want to convey and instead see the glare of overhead lights or reflections of the interior displays.

Preparing for Seasonality

The holiday season is a major promotional time with many retailers relying on window graphics to grab attention. These graphics showcase special promotions, sales, and are used as decorations. The effectiveness of the marketing strategy could be impacted when they cannot be properly viewed, leading to decreased foot traffic conversions and holiday sales.

In addition to earlier darkness, extreme weather can add difficulty. Frost and condensation can accumulate on windows as temperatures dip and ice and snow can diminish visibility of window graphics.

Solutions for Maximizing Window Graphic Visibility

Retail store locations need to be proactive and plan to change their approach for nighttime window graphic visibility as fall and winter come. This proactive approach can make and keep your messaging more effective for critical months of the year.

Make Seasonal Changes

Adjusting your window graphics with seasonality is one approach for planning for the natural loss of light in fall and winter. Choosing the window film with the right finish, gloss or matte, can improve viewing. Using darker colors and bolder fonts in the design can add contrast for internal lighting and nighttime conditions. Looking at different options like digital or LED displays may be an option.

Backlit Graphics

Backlit window displays can create a more dynamic look and can be more effective after the sun goes down than other options. While this modality ensures graphics are illuminated and visible even without natural outside light, additional investment in special equipment like backlit box, bulbs, and electrical is required.

Use Special Window Film Materials

Look into different films and materials for window graphics that can optimize nighttime window graphic visibility when natural light is decreasing. Continental Grafix USA has a specialized solution for windows called panoRama TwoWay Vision. This unique, clear PVC solution allows for vibrant visibility of window graphics from inside and outside, day and night. Embedded white prism technology transmits ambient daylight for full daytime visibility and ambient light inside the space for nighttime visibility. Searching for differentiated solutions to meet seasonal challenges will be a gamechanger for retail customers.

Window graphics are a key component for retail visual strategies. Foot traffic is vital to successful promotions in a retail environment. As fall and winter bring less natural sunlight, nighttime graphic visibility becomes a major challenge. Being proactive and creating a plan for this seasonal change can ensure your window graphics continue to capture the attention of customers. Great window graphics are just the beginning. Make sure they’re seen in all seasons.