“What differentiates an exemplary digital signage installation from environmental noise?”
Strategy and purpose are the foundations for exemplary messaging. I believe the best examples of effective digital signage exhibit a well-thought-out strategy and purpose in their location, size, type and content. Exemplary digital signage installations are located in the best place for the purpose of the message. Similarly, the size and type of digital signage must fit the need whether it’s outdoor or indoor, bright or subtle, grand or small. Otherwise, it quickly becomes environmental noise and is tuned out by the consumers. Finally, great content always differentiates the good from the great. Powerful, eye-catching messages that are completely appropriate for the location can mean so much more than out-of-place, weak content.