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Vital Considerations

(February 2014) posted on Wed Feb 05, 2014

The importance of location and content in dynamic signage.

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By Beth Osborne

For example, many retailers are utilizing dynamic signage in windows, hoping to tempt customers into their stores. Stores and brands realize that these signs should be geared toward someone who is not their current or usual customer – because the loyal customer is likely to already have this store in mind when shopping.

So what’s an important message that would bring a passerby in? Customers today certainly appreciate incentives, so the best message on that digital sign might contain an exceptional offer – say, 30-percent off an item that is high on inventory or a gift with purchase. Of course, it’s not necessarily your job to determine the offer here – but it is your job to ask the right questions of your customer to best understand what their objectives are, and how the offer’s content is going to impact their profit margin.

Images are a good starting point to any dynamic signage. To create astonishing dynamic content, begin with the lushest visuals you can get your hands on – berries that look as though you could actually reach out and pluck them from the vine, for instance – and an audience will be captivated. But whether the image depicts berries, hamburgers, or baseballs, every image needs to be flawless. The keen eye you’ve developed for color and imagery while working on wide-format prints will serve you well.

Then, consider movement. After all, what is it about dynamic signage that catches your eye? It’s usually the animation. The worst error any dynamic-signage shop can make is providing or recommending static signage. Without movement, there’s no reason to move from print to dynamic. Dynamic-signage software is extremely sophisticated, allowing for multiple images on the screen at the same time. The only part of dynamic signage that I ever recommend staying static are menu items and pricing.