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Making the Leap into Electronic Digital Signage

(December 2012) posted on Tue Dec 13, 2011

Is this dynamic medium the next horizon for print service providers? Here are four print shops that have experienced varying degrees of success with electronic digital signage and display work.

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By Michael Antoniak

Site assessment, she says is critical to developing and deploying an effective digital signage system. “We’ll visit the site and look at the architecture and existing signage,” she says. “That’s the best way to decide on the proper placement and size of the screens. We want to make sure those screens are located in the right place, where they will be comfortably and easily viewed by someone standing in line.”

Each system is designed to order, based on that assessment and client goals. As far as components go, Visual Impressions cherry picks components from several vendors, combining the best of what’s available, based on the latest technology and, of course, the client’s budget.

“There’s a lot of hand-holding, we have to do a lot of explaining to clients about these projects,” she says.
Take LCD panels, for instance: “People don’t always understand why the ones we use are so expensive. They think they can just go out and buy any low-priced flatscreen monitor at the electronics store. We have to show them how the requirements in a digital sign system are different and more demanding. ”

For most systems, Visual Impressions provides initial content development. The software for clients to update and manage content, and training, are included in the bundle. The company’s expertise and guidance helped them deliver effective content.

“What really works for restaurants is very crisp and engaging images – it has to look like something you’d want to eat,” she offers as an example. The text, easily read info on price, and a terse description of the menu item should be fixed as images move in and out or are rotated to create motion that catches the eye.

The need for those visuals plays to the recognized strengths of providers of large-format graphics. “It’s our ability to know how to really manipulate an image, to do color correction, and understand what’s going to look best and what works on the printing side that makes the transition to digital signage easier,” she says. “If your existing customers have the need to make a switch from static to digital signage you can be the one to help them there. Many of our customers are now using plenty of both in their operations.”