Abstract: An illuminated picture frame or similar display device wherein direct illumination of a painting or other object is provided by light emitting diodes (LED's) mounted within the picture frame assembly, the LED's having defined light projection zones with an angle of less than 180 degrees, the frame further having a support assembly to receive the painting. The LED's are mounted in electrical communication in strips or strands facing to the rear of the frame member, with the mounting being at an angle determined by the LED defined light projection zone such that all emitted light is directed rearward or at most parallel to the plane of the painting, such that no direct light emitted by the LED's passes out of the framed area.