HOW TO BRANDING DIGITAL SIGNAGE | BY NARINE | BY DAVID DAVEYAN HICKEY
Inside Digital Displays
B
y most counts, digital displays saw tremendous growth during the pandemic. This is no fad. Instead the tremendous growth in the technology—which has been occurring over the past decade or more—is making this a solid area for consideration for any sign, graphics, and visual communications company. Yes there is a bit of a learning curve, and that has made some companies hesitant to pursue the opportunities. But it doesn’t have to be that way. A growing number of resources—through ISA and publications like Sign Builder Illustrated—are available to help educate the industry on this exciting area. First let’s set a bit of a baseline. Many people immediately think of large exterior digital displays with changing messages, like at a school or community center.
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Sign Builder Illustrated
March 2022
Those are certainly one aspect—but that’s really just getting started. Businesses can use digital displays to share the latest specials. Malls and shopping centers can feature rotating tenants. And we haven’t even gotten inside the doors yet. Interior-wise, hotels can use digital displays to showcase information about their property or the local area. Retailers can offer more information about a product—kind of like a digital salesperson— or feature consumer reviews. Restaurants can replace paper menus with digital kiosks. And as hiring becomes more difficult, particularly in hospitality, retail, and restaurants, digital displays can step in and fill some of these gaps. Of course, there are regulatory issues, particularly with exterior digital displays. But I see that starting to change as
more communities recognize the value and are informed about the technology. Rather than ban these outright, many communities allow these digital displays, though they may want to regulate how frequently messages change or require dimming when the business isn’t open. The International Sign Association has long believed that these sorts of regulations can be fair, particularly when science is employed. Research shows that an eight-second hold time is sufficient. Communities that want to require signs not change more than once an hour or once a day significantly limit the use of the digital display. The same goes for brightness. Signs that are too bright can be as ineffective as signs that are too dim. That’s why, more than a decade ago, ISA worked with a noted lighting scientist to develop brightsignshop.com
Photo: Mockingbird Station, North Dallas, TX/SNA Displays.
Market growth is looking up.