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Vital Considerations

(February 2014) posted on Wed Feb 05, 2014

The importance of location and content in dynamic signage.


By Beth Osborne

The old maxim about brick-and-mortar retail stores is, “location, location, location.” That same saying holds true when it comes to digital electronic signage – where and how you place dynamic signage can make or break its effectiveness.

Unlike choosing a retail site, however, dynamic signage brings another essential element to the fore: content. The components that make up the moving message – text and image – and how they’re presented can be just as important as location.
We’ll look at these two critical aspects, location and content, in this month’s column.

The importance of location and placement
Dynamic signage can be seen everywhere today, from food courts to commuter trains to retail stores. All too frequently, however, its location seems like an afterthought.

As with static graphics, dynamic signage has the same objective: to provide information that either allows people to make a decision or urges them to take some action. Understanding where to install signage and graphics, depending on the environment and purpose, is the same in many ways for dynamic work as it is for print.

Let’s consider menu boards as an example. The initial question should be all about traffic flow: How do customers order? Many times, menu boards are badly placed, which subconsciously acts as a deterrent. If the customer lacks a good visual, then he or she is less likely to be ready to order. It’s important to keep the line moving. Dynamic signage has been shown to promote a quicker decision and ordering process, which equals serving more diners in less time. But this all stalls when a restaurant has badly placed screens.


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