“What are some of the most effective ways to utilize smaller surfaces for signage or projection?”
Smaller surfaces or spaces can work well for something interactive that is personal or private (everything from a shopping advisor to an ATM screen). For passive/non-interactive signage, a sign placed next to an item that displays product-specific information is often more effective than a large display. In a store or restaurant, the POS terminal is also a common place to put a small screen. That can be a good place to promote ‘impulse’ products, or other goods and services that a customer might learn about while waiting in line. I’ve seen some examples of projecting patterns and inspirational content onto smaller surfaces as well.