Disclosed are embodiments of photo-luminescent display systems and photo-luminescent visual elements creating eye-catching displays of visual advertising or marketing messages that are very effective at generating interest, engagement, and loyalty in the viewing public. Photo-luminescent pigment containing visual elements are illuminated by one or more remotely located emitters at a first wavelength that is outside the human visual spectrum. In response, the visual elements then radiate at one or more wavelengths within the human visual spectrum. Additional features control unwanted reflections and unwanted transmission of radiation at the first wavelength. Additional features control the uniformity of radiation of one or more wavelengths within the human visual spectrum.