Lighting is messaging, it grabs the eye and directs it to what it’s highlighting. It can be a tradeshow booth, product display or retail signage.
Either way, appropriate lighting is like having an unexpected chauffeured Roles Royce show up at you house and persuade you to come with them to their destination of choice.
It’s a vehicle that leads to an end…a subconscious gimmick that pitches a sale.
When the time comes to evaluate your [ADD WHATEVER HERE], make sure you budget for appropriate lighting.