Reflector for self-luminous light source

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A reflector apparatus 200 for signage applications comprises an array of reflecting element (reflector tray) 202 having ridges disposed between neighbouring reflecting elements 208, 210 and self-luminous light sources 204 respectively disposed on one side of the reflecting element 202. Each ridge is coated with a layer of photoluminescent paint, or each ridge comprises a photoluminescent pigment, wherein the pigment comprises a compound which is rare-earth amphoteric based or strontium oxide aluminate based. Provides an improved uniformity of light emission with darkened linear regions of the self-luminous sign unit being mitigated.