You can see glimpses of the digital signage WEGENER created to help promote activities in the pavilion. The video reminds me that during the design phrase I grappled with 3 common issues. Here are a few thoughts about thinking through these issues:
1) Serving multiple objectives: With so much flexibility to create and sequence a digital sign with dynamic information, it is tempting to go overboard and overwhelm a sign with too much information. To avoid this pitfall, set your priorities early. For example, are you primarily concerned with branding, information sharing, or advertising? It is a good idea to rank your objectives or assign rough percentage values. That way, throughout the design process you will have a way to still focused and not put too much emphasis (in display time or % of screen space) on a lesser objective.
2) Gauging your audience: You will have to make a judgment call about how long graphics should stay on the screen and how many words can be presented at any given moment. To get into the right mindset, think through your answers to:
- Do you have a captive audience that is seated or standing?
- Do you have a moving audience?
- How long do they have to observe a sign?
- How many words or images can you process in that timeframe?
3) Static images: Watch most TV channels and you will see certain elements remain constant (e.g. a logo or crawl text). You have the same luxury with digital signage – with one caveat. Running the same digital sign on a plasma screen for 8 hours can lead to permanent “burn-in” of images. If you do not have the luxury of using LCD monitors, it is wise to design or schedule sign changes to eliminate the potential of “burn-in”. Static images with high luminosity (white) pose the greatest risk.
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