Ask the Board – December 12, 2016 | CHERYL FLOHR


Do you find that impact of large-format digital signage is usually proportionate to its size? Why or why not?

Size – even large format size – is generally relative to the environment.  How far away is the viewer? 10 feet, 500 feet? The size of screen must fit the distance at which it must be seen. From far away, the screen must be big enough to be readable or viewable.  Up close, a large screen must scale its visuals for the passerby to view and understand. It may occupy an entire wall, but the message must be at a proportion that the viewer can absorb and take in.

What is the environment in which the screen is viewed? Are there other similar screens near it that are competing for attention? Is it at eye level, or viewed from above or below? To claim supreme viewership, there are many elements that determine a screen’s superior impact.

Of course, significant factors in the impact of any digital sign are the image and message. Are powerful images and graphics being used? Are they moving or animated? Is the message compelling and to the point?  Is the sound captivating and well suited to the visuals? A screen doesn’t have to be the largest to attract the most attention. But it needs to be sized to fit the viewer and host visuals that engage the viewer.

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Director of Communications
Parker Aerospace

End User Council

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