“What advice do you have for store designers when they are asked to plan digital signage in a retail space?”
Store designers need to remember that much of what they’ve been doing for years with printed signage still works on digital. Too often, I see digital used for large splashy video walls to help create a feeling for the customer, but printed signage is still used for promotions and announcements. It’s great to have the video wall and other high-motion content. Consumers do need an audio and visual experience when shopping. Smaller signage focused on promotional messaging needs to be part of the mix. Entry signage, digital shelf talkers, end caps, and checkout promos can inform about sales and specials without overwhelming. Designers should also include video demographic analytics tools on their promotional signage to help deliver the most relevant message to the viewer.