 The similarity is that they both contain lamps whose light is diffused to uniformly backlight a translucent image; the distinction is that a "POS" lightbox is a permanent or semi-permanent fixture used to display an advertising message in a retail space, while a "photography" lightbox is usually a portable or table-mounted appliance used for image quality analysis and/or tracing in a photography studio, graphic design studio, graphic/print production shop or similar environment.Free standing display units are designed to attract the attention of customers and promote key retail products or messages.They are often placed strategically within the customer journey, and utilise bright colours and graphics to stand out visually and encourage shoppers to buy.