Ask the Board – May 21, 2018 | DAVID SALEME


“What are some of the most effective ways to utilize smaller surfaces for signage or projection?”

The use of any surface, including a smaller surface, for digital signage has common elements related to placement to ensure effectiveness. Whether it is a digital name tag, digital shelf display or a large format video wall, it is important to consider a location that best engages the intended audience to ensure an effective campaign. Identifying pause points to deliver information in a manner that immediately connects is an important consideration. The location of digital signage on a shelf display for example, must be near the product or promoted element, but also in a location where the audience would naturally pause or otherwise cluster. To create the connection with the audience, the display must contain information on the screen or otherwise be immediately accessible to the audience. If the screen is touch enabled, the function should be readily apparent and responsive. A touchscreen that does not highlight the touch feature, or that responds inconsistently or slowly can quickly break a connection with a user. Delivering information in a manner that engages an audience can be done on a large or small scale. Both uses require attention to placement decisions and the quality of the display to create the connection with the audience to deliver the intended message.

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Senior Manager, Business Development
John Glenn Columbus International Airport

End User Council

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