New guide argues light advertising must do more than glow

A new book by Andreas Szak and Harald de Vries says effective light advertising should be planned for visibility, readability, approvals and day-to-day operation, not just brightness. The guide is aimed at businesses with physical locations that need to stand out after dark and is available now through KMU-BIBLIOTHEK. Why it matters: - The book argues that light advertising can influence whether a location is seen, understood and remembered after sunset. - For restaurants, retailers, practices, hotels and other storefront businesses, better signage can improve orientation, brand recognition and evening traffic. - The guide frames light advertising as a business investment, not just a design or utility expense. What happened: - Andreas Szak and Harald de Vries published the practical guide “Sichtbarkeit nach Sonnenuntergang” for businesses that rely on physical locations. - The book is available now through KMU-BIBLIOTHEK, with purchase information at book information . - KMU.NETWORK is supporting the release and offers a broader business advisory focus on visibility, structure and execution. The details: - The book targets entrepreneurs, retailers, restaurant operators, chain stores, site operators, medical practices, hotels, trades businesses and regional service providers. - The core message is simple: if the light does not help sell, it is only electricity use. - The authors say effective light advertising must create attention, provide orientation, build trust and make a site visible when other businesses fade into the dark. - Common failures include signs that are too weak, poorly placed, hard to read, overloaded, technically unsuitable or planned without the customer’s actual viewing angle in mind. - The book says visibility starts with the customer’s perspective, including distance, speed, viewing angle, surroundings, competing light sources, text size, contrast, height and facade placement. - A pedestrian and a driver read signage differently, and a corner location has different needs than a shop in a pedestrian zone. - Readability is presented as more important than visual flourishes. - Simple, fast-to-read signage often works better than complex designs with too many elements. - Technical choices such as light boxes, profile letters, LED systems, indirect lighting, controls and installation must follow the desired effect, not the other way around. - The book says approvals should be addressed early because light advertising can affect building law, heritage protection, tenancy agreements, neighboring properties, power routing, mounting points, structural safety and general safety. - A sign is not finished once it is mounted; brightness, timing, cleanliness, maintenance, bulbs and controls affect long-term performance. Between the lines: - The release positions light advertising as a site-communication tool that must work in real-world conditions, not in a pitch deck or a workshop mockup. - That framing shifts the discussion from “How bright is it?” to “Does the customer instantly understand where to go and what the business offers?” - The two-author setup appears designed to bridge execution and strategy: Szak brings practical signage and installation experience, while de Vries adds business communication and location positioning. - The 1:1 workshop bonus suggests the book is meant to trigger implementation, not just reading. What’s next: - Buyers can use the included personal workshop to review a concrete signage or location idea, including sightlines, design, technology, approvals, budget and next steps. - The authors say the workshop can include a site check, design check, technical check and a list of information needed for implementation. - The book will be most relevant for businesses deciding whether their current signage can actually be seen and understood after dark. - More information is available through KMU.NETWORK and the book page . The bottom line: - The book’s message is that light advertising only works when it is visible, readable, approvable and maintainable in the real world.