Ask the Board – December 12, 2016 | LAWRENCE CHANG


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

Large-format digital signage can have a huge impact. Any time you have something large and lit up, you will see attention shifted to it. However, that doesn’t mean the impact or effect is proportionate to its size. You could have a very small display that is still effective in sending the right message to the right location. For a retail space, it may not be the large video wall that captures a sale, but the small end-cap type of system that a consumer may use as the call to action to purchase whatever product. Also, the larger the signage, the more important it must flow with the rest of the building’s architecture or look and feel. Otherwise, you can create a negative impact. This includes the content, where once again, if people cannot relate to the message/content, you may create a negative impact. So essentially, signage of any size must bear in mind placement and content.

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Director, IT
Calgary TELUS Convention Centre

End User Council

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