The evolution of signaling
Remember the classic china service station signs lit by high-voltage bulbs, like “Texaco” and “Skelly” (now highly prized collectors’ items)?
Then came vacuum-formed plastic-faced signs that were backlit with fluorescent lamps and used a marquis with interchangeable plastic letters “Wagner” or “ZIP” for special offers and fuel prices.
Yes, the signage industry has evolved in recent decades. Today, large LED screens offer high-impact animated message systems that employ a marketing strategy.
One of the latest contributions to the evolution of signage is indoor digital video signage. More and more restaurants, retailers, service places, and medical offices are using these displays for various content to engage their customers.
“Video improves customer experience – People like video and expect it. And often, video is the best way to impart information. Video improves customer service by increasing customer engagement, which leads to greater customer satisfaction.” – Correct Answers Inc.
The days of the static whiteboard food menu are being replaced with high-definition product photography and video with brief descriptions and prices. Digital menu boards help customers make decisions faster and more accurately, while reducing ordering and waiting times. CarterEnergy customer Sugarfoot C-Store & BBQ experienced this firsthand when he made the decision to use digital menu boards for his barbecue and new Fresh Burrito bar at his C-Store.
Digital signage is used to highlight a menu of specific auto services offered by KCI Auto Care as customers travel through Kansas City International Airport (KCI). Big-O-Tires uses its digital signage to price services and to educate customers with self-seasoning videos.
Other digital signage applications include interactive (touch screen) building directories and wayfinding kiosks, company information in lobbies, trade show booths, in-store video billboards, video walls, cylinders and boxes, to name a few. .
But when it comes to digital signage, bigger is usually better. Considered the cutting edge of digital signage solutions, video wallsAlso known as architectural media or techorating, depending on the application, it can influence the ambiance of the building by how it blends into the environment. Similarly, creative content can stimulate the senses, arouse, and influence behavior that complements the purpose of building designs, reinforcing and amplifying the brand’s core image. Dynamic content can immerse control rooms, envelop buildings, decorate vast interiors with art displays, and deliver interactive content in an exciting and extraordinary viewing experience.
Take a moment to look at the digital signage around you and you’ll be amazed at how prevalent and how creative this marketing tool has become.