If you are following this series, you know we are talking about the science behind good sign design, and how this applies to digital sign content as well. In our first post, we reviewed content considerations as a whole. This brought us to Part 1, CLEVR acronym for Conspicuity, Legibility, Visibility and Readability. We reviewed Conspicuity and what it means in the application called Dynamic Signage. Part 2 discussed Legibility, and how this relates to dynamic content for digital sign systems. If you haven’t read up on the premise, do so with the links above.
Today we are examining Visibility, one of the key elements guiding good sign placement and design. This is perhaps one of the most overlooked factors in digital sign system development. As we create stunning graphics, clever messaging, and build meaningful news and live feeds into our dynamic signage, then make sure our sign is conspicuously placed in its new location, we are not looking at visibility the way that traditional sign professionals do.
Visibility is characterized much as you would expect: It is the aspect of “being visible” period. When a sign first becomes visible, you may not yet be able to read or hear the content. You can see the screen flickering in that bright blue fashion indicating an exciting message. With on-premise signage, you can see the illuminated beacon of the Golden Arches in time to cut across three lanes and safely grab a burger. Back a block or two, you couldn’t read the daily specials – all that mattered at that distance was that the sign was visible.
Too often, digital sign screens are placed where you can’t see them until you enter the immediate zone in which they are displayed. This may be appropriate where a touchscreen is used, for instance, to determine the right mattress to purchase, as you stand in the bedding department of the box store. But when signs are to be used for creating awareness of products, guiding shoppers through your facility, or for advising of coming events, these displays are often a few feet lower than they should be. This is likely a phenomenon that comes from the deep hold that our living room television has on society. It is hard to separate digital signage from television, at least in our minds. We are conditioned to expect the screen to be at eye level.
What eye-level means for a digital display is that the dress racks, or the cubicle walls, or simply masses of people are blocking visibility of the screens. By installing the screens overhead, instead of at eye level, we achieve maximum reach, better engagement, and more attention. This is the Visibility Factor that LobbyPOP classes address.
For a good example, think of airport signs that show your gate, and your luggage carousels. These are overhead, visible from far down the corridor. Want to do a better job with dynamic digital signage? Consider installing more of these screens six feet or higher. Might mean a larger screen is in order, but is that really such a bad thing?
Next and final post in this series: Readability! CLEVR!