Conventional means of communication are certainly passé today. With digital transformation of life and business streams happening faster than anticipated, communication mechanisms too have been fast getting transformed to digital, nay, contributing to digitization of human interaction with information dissemination modes and processes.
Digital Signage – one of the most powerful and widely acknowledged media of communication – is today taken to be almost pervasive. For, the sheer ease and breadth of its permeation across the domains of business and walks of life, there is hardly any area that is not touched by digital signage: Corporate and academic campuses, healthcare and financial institutions, sports and entertainment venues, transport and hospitality destinations, leisure and tourism spots, security and defence establishments, and even space and scientific research- almost every realm of human interaction today has some or other form of digital signage.
From simple visitor information to subtle interpretation; customer awareness to client experience enrichment; broadcasting to brand promos, and revenue generating marketing tool, myriad are the ways of digital signage applications- which is why the rapid penetration, if not adoption, of the format in as diverse fields as one can comprehend today.
For one, it’s the ease and visual appeal that brings the digital signage the impact and competence. However, they cannot be deployed just by any whim and fancy. They do require certain set of guidelines and ambient situations for the deployment to be effective and experiential.
- Digital signage should be placed in areas where maximum public views are ensured, but then
- Should not be obstructive to public’s movement or sightlines beyond the signage spots
- It should be attractive, if not a visual delight, to catch the attention of both commoners and connoisseurs
- It should be totally audience-centric, NOT presenter-centric; in a way the audiences are able to understand, and feel connected with the content presented
- Digital signage cannot be static; it should rather be dynamic, and engaging; can be mix and match of multimedia
- NO common content format and rule for all. It should be based on the ambience, type and level of target audiences, meaning-
- A digital signage content in a shopping mall cannot be the same in a science museum or an airport. However, way-finders may be similar all across. Likewise, a bright outdoor signage cannot be the same as one in relatively illuminated indoors, in terms of brightness requirements
- Signage content should be in strict compliance with the laws of the land in terms of regulations of trade, religious and political tolerance and truthfulness of information
- Best signages are those that are straight and simple, eye-pleasing and engaging, relevant and respectful
- While the signage system designer and/or integrator will have nothing to do with the content, success of a signage deployment will be largely determined by the harmony between designers of content and deployment