This is a quick post on the changing face of signage. As an industry professional who has worked with signage for more than 15 years, I am often asked if this is a blog about signage or a blog about advertising. The answer is neither. As a signage and design professional, I often use both terms to describe the many projects I have had the privilege of working on. However, since the advent of digital signage, there have been so many new ways of using signage that it has become possible to use both terms.
So what is digital signage? Digital signage (also known as digital out-of-home signage) is a powerful advertising medium and there is now a multitude of digital signage companies who are adopting different approaches to get the word out about their products and services. The first aspect of a digital signage system is a TV or monitor displaying short video clips which are designed to promote a product or service. These may be corporate messages, product demonstrations, or promotional messages aimed at a particular audience. As this type of signage becomes more popular, advertisers are using more complex strategies, such as interactive TV, slide shows, and videos with music tracks to direct, influence and even compelling consumers to take a particular action.
This is a blog about signage designed to help you navigate the world of digital signage. In this post, I will explore some of the latest ways that advertisers are influencing the way that signage displays themselves. The emergence of television commercials as a viable way of reaching out to the consumer has led to a shift in the signage used by businesses. Whereas in the past signage was used to simply inform people of a service or product it is now being used as an advertising tool. This shift is evident in the expanding variety of digital signage applications that are available.
The way of using signage as an advertising solution can either be a simple solution, such as placing digital signage within the front door of a shop, or it can be more complex, such as displaying digital signage outside high profile buildings. One way to gain visibility for your business message is to place it on prominent structures. For example, if you run a retail store you could put digital signage over top of your store windows, on the roadside of your building, or any other place where potential customers might see your signage. Many businesses now use digital signage to deliver specific information, whether it is showing a map of the area you are in or advertising a special offer.
Interactive digital signage is also becoming a popular way of attracting customers. Interactive digital signage is designed to make customers more aware of products, services and even just general information about a business or individual. This is a form of wayfinding signage which is not as obvious as other signage as it usually involves video messages or images that change depending on the viewer’s position in the street. As well as directing traffic this form of digital signage can also serve to educate and guide drivers in their daily travels. Interactive digital signage solutions have become increasingly popular with the introduction of touch screen displays, 3D imagery and other technologically savvy advertising options that make large-format signs more appealing to consumers.
The advent of touch-screen digital signage is changing the way we interact with and view signage. Due to this new medium signage is no longer seen as something that directs people to an outside location, but as something that enhances a shopping experience or information about the company behind each product. This is a great way to make sure that people understand what your business is all about and allows them to visit your website for further information. Touch screens are becoming an increasingly common feature in retail stores, museums, airports and other attractions, due to advances in touch screen technology. As well as providing information about a product digital signage is also proving invaluable in the fight against spam. By providing a unique visual way for potential customers to interact with your signage, digital signage is helping to drive up the standards that must be upheld in the modern age to succeed in an overcrowded marketplace.