“What differentiates an exemplary digital signage installation from environmental noise?”
The answer to this question is found in the question itself. The word “installation” as a verb means the act of putting something together. Using the word as a noun evokes art as in an art installation. When we apply our skills as digital signage experts, we can truly create art. We become digital signage artists.
If digital signage is installed without a strategic plan, it can easily become “part of the ambient noise.” A sign, which is installed without purpose and doesn’t respect its surroundings, may become an environmentally noisy challenge. On the other hand, when digital signage becomes part of the architecture or landscape and enhances its environment, it adds to the beauty.
Here in Toronto, we have Yonge and Dundas Square, which is probably brighter at night with digital signage than it is in the daytime. There’s a fairly new installation there where the building signage curves around the top facing two streets. Part of the reason that the sign is compelling is that it mimics the curve of the building’s architecture and adds to its aesthetic. The digital signage becomes outdoor art. The beauty of the installation continues because, in addition to the physical design, the exceptional content elevates the visual appeal.
Having a well-placed digital canvas with a compelling visual experience will always break through the noise.