Ask the Board – December 12, 2016 | JOSHUA GOODWIN

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


One might argue that the size of the display determines the impact of the message being delivered.  I say it depends more on the creative content and where the display is placed.

Sure, you might have a huge display, but I am always of the belief that it is the content that creates the impact and that the size of your signage should be proportional to the space it’ss placed in.

People will dwell because the content is engaging, not because of the impressive size of the screen.  As screens become bigger, we become complacent about their grand size.  We’re very much used to seeing huge screens so it’s important that the message remains meaningful.

Because display size is proportional to the space, you’ll find larger screens in larger areas.  And because larger spaces have more foot traffic, one could make the connection that by simply reaching more people, you’re message is having a greater impact.  But that’s only part of the puzzle.  Placement of your digital signage lends to the impact of the message being delivered as well. Obviously, the display should be placed where the viewer can actually stop and view the content but also be viewable from as many angles as possible while being free from obstructions.

The significance of your content and the placement of your display will always transcend the size of the display.

About Author

Digital Media Specialist
Eileen Fisher, Inc.

MEMBER OF THE DSE ADVISORY BOARD
End User Council

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