my 2 cents worth...

Menu Labeling: Futureproof Now For The Future

2010-11-20T08:45:00.000-08:00

Do you want your menu, menu boards and any other in-restaurant display signage to survive changes in the future and not become outdated and in need of constant revision? Would you like to get a handle on your menu and sign budget without constant charges having to be made against it due to menu labeling legislation? Wouldn’t it be better to be proactive about your brand, improve its reputation and customer visits, while also complying with any menu labeling legislation instead?

Standardized menu-labeling legislation is coming in 2011. The FDA will provide an update by the end of this year and publish final regulations by March 23, 2011. Whether it is 20+ location restaurant chains at first and does not include limited time offers, this is seen as just the tip of the iceberg. However, investing in a digital sign solution today, which can easily change and ensure compliance year after year makes smart business sense. Not only will it help you display caloric information to comply with this legislation, it is a good bet that additional legislation will be coming afterwards with regard to such things like; nutritional information, allergen information and even food origin information. No need to reprint signs, hand outs, menu boards and menus each and every time this type of new labeling legislation is passed if you already had a digital sign solution. In addition, being proactive today not only ensures return on your investment later, but used properly, a basic or full featured digital signage solution will also increase customer loyalty, their average spend and frequency of visits. So a penny spent wisely today will earn (and save) you many more tomorrow.

Is Keynote "Good Enough Technology" for Digital Signage Content Creation?

2010-10-21T06:23:00.000-07:00

When I originally read and posted about Good Enough Technology, I was thinking about all of the software solutions available for digital signage and how some of the inexpensive ones are "good enough". After all, you have to learn to walk before you can run, so why not learn to walk with an inexpensive digital signage solution that you can get your arms around, before you start to run and risk the possibility of falling on your face? For example, if less than $1,000 could get you a countertop digital sign complete with LCD, stand, day part playback media player, professionally designed content, and pay for itself in less than 3 months (see earlier post), that would at least be "good enough", no?

But what about Good Enough Technology for digital sgnage content creation (the reason for my post in the first place)? I have been thinking a lot lately about the content creation part of the digital signage equation, especially for merchandising and increaseing same store sales. We all know that without appropriate content programming updates, a digital signage install is not likely to succeed. However keeping all your content/messaging fresh and relevant on an hourly, daily, weekly, or even a monthly or quarterly basis can be time consuming and expensive. So is there a content creation application for digital signage for the rest of us that is good enough? I think the answer is yes, and I am going to find out by trying Keynote to see if in fact it is good enough. At first glance you might think Keynote is just Apple’s answer to PowerPoint, but it is already being used as an entry-level video application to produce some very good narrative videos. It exports to QuickTime (.mov) format and you can set timings and apply builds and motion to objects and type which should be adequate for digital signage content. Clearly applications like Flash, Final Cut Pro and others are much more powerful, but I’m interested in something that is good enough, inexpensive and easy to learn. In the next couple of weeks I’m going to find out and will be posting updates and let you know how I am doing.

Digital Signage: How To Make Opportunity Knock

2010-09-18T12:11:00.000-07:00

I wrote the following article for the International Sign Association Report that appeared in the September issue of Sign of the Times Magazine. The article focuses on how digital signage technology can help companies, especially those in the sign industry, grow their business.

Digital Signage is well suited to grow your sign business
Digital sign technology is becoming increasingly popular and the industry continues above average growth year after year, even in the current economy. Anywhere you go today you cannot avoid seeing an electronic display with information, advertising or promotional material. More and more companies in the sign industry, both large and small are learning how to offer digital signage solutions and services. Consequently, those companies are growing their businesses, adding more value, and making more money for their clients and themselves. Are you?

As a society, we have not yet stopped purchasing printed material. However, whether it is a Kindle or an iPad, electronic books of all kinds are becoming more and more popular. Printed magazine and newspaper subscription levels continue to decline and the last time you opened the Yellow Pages to search for something was when? So it stands to reason that the same dynamic is in play with printed signs as well. More information, efficiency, convenience and ease-of-use rules the day. Recent digital sign technology advancements have made digital sign solutions easier to use, more reliable and more affordable than ever before. In addition, the technology has made it easier to improve same store sales and customer experience.

Turn the clock back 25 years to the desktop publishing revolution. WYSIWYG (what you see is what you get) page layouts and graphic designs displayed on screen with a computer and printed out in high resolution was a giant step forward. It was embraced not only by the computer industry, but the sign industry as well. Desktop publishing improved such things as efficiency, quality, creativity, and time to market. As a result, setting type, T-squares, stat cameras, burnishers and wax machines all became things of the past. Sign companies of all kinds welcomed the new technology as a natural progression of their business.

Fast forward 25 years to today and digital signage is the new revolution. Signs no longer are fixed. They can include moving images and can change their message multiple times throughout the day. Digital signs also use an electronic display instead of printed or dimensional material. Print is fixed and updating a printed or dimensional sign is time consuming, labor intensive and costly to install. A digital sign connected to a media player can display motion and video and change based on a schedule. It can be updated instantly and produce immediate results. While the transition to digital signage may take longer to dominate the landscape then desktop publishing did in the 80’s, the advantages are just as beneficial to the sign industry. If you have not taken advantage of it yet you still can. However, the train is leaving the station.

So what do you need to board the train?
Your business already possesses strengths that will enable it to offer digital signage and be successful. At the outset, you already have employees with strong visual communication skills. They are able to understand your client’s objectives, what their end-users are looking for, and translate that into compelling visual messages. These skills are fundamental to the successful development of any digital sign. Importantly, while IT firms are installing most digital signage systems, they typically lack the necessary visual communication skills. As a result, the experience you already have in the design, production and sales of visual communications products will enable you to easily transition into selling digital signs.

Moreover, sign companies already have a sales force and in-house designers in place that can become digital sign communication experts. Finally, most businesses only require a simple digital signage system. Therefore, an advanced understanding of information technology is not always necessary.

Once a digital sign has been sold, the need to keep the content or the message displayed on the screen fresh and effective will be paramount. Doing so will help your client to achieve a quick return on their investment and provide you with continuous revenue updating their content.

Since most of your customers will only need a simple off-the-shelf digital signage system, selecting a simple solution to sell and promote is a good way to start. It will not require a major reorganization or investment in a significant amount of new technology and will appeal to both existing and new customers. It will also allow you to become familiar with the technology and grow your business without getting in over your head. It requires a basic understanding of how the digital sign technology works, its capabilities and benefits and how to incorporate it into your product and service presentation to your clients.

A simple digital sign solution is like a digital photoframe. It consists of the same main components: a media player and a flat panel display or LCD. The difference, however is that the components of the digital sign solution can be all-in-one or separate, but more importantly they are built for extended use and offer a lot more features and capabilities.

Simple digital signage media players can be purchased for well below $1,000. They play media files like jpeg images and mpeg videos and can be programmed to play the files in any order based on any schedule. They can be updated using a removable memory device or connected to a network. They can also be programmed to divide the display screen into separate areas called zones with different media files playing in each zone.

LCDs are available in many sizes and can be used in any orientation. For example a countertop digital sign can use a 19-inch display (which is available for less than $250) in portrait (vertical) orientation, and take up minimal counter space. A digital menu board can use a 40-inch or larger display (starting at around $1,000) mounted to a wall in landscape (horizontal) mode, which can replace several printed menu boards. The countertop digital sign and the digital menu board could use the same kind of media player. The key difference between the two is the content or messaging displayed on the LCD.

Content, the key to success, and making you and your clients more money
No matter how big or small or how sophisticated or simple, the key to the success of any digital sign is having a content strategy and plan, along with a professional designer to create the message displayed on the digital sign. Like printed signs and displays, a message on a digital sign needs to be eye-catching, compelling, include a call to action and leave a lasting impression. With the ability to add full-motion graphics and daily scheduling, the content strategy should make sure the content is always kept up-to-date and achieves your clients’ objectives. With a skilled in-house designer who can design for print and motion, you will be able to offer content subscription packages for each digital sign you sell. You will then be on your way to increasing sales revenue and growing your business in digital signage.

If you like, you can view my article along with photos as it as it appeared in the ISA report here, or if you prefer, the entire 8 page ISA September report here.

Even When Its Hot, Digital Signage Refreshes

2010-07-07T08:14:00.000-07:00

With most of the country in the middle of a heat wave and what looks like a record breaking hot summer, isn’t it a good time to educate your customers about heat exhaustion while selling more cold drinks with a digital sign? At any age, rule #1 when the heat index goes well above 100 degrees, drink plenty of fluids, regardless of your activity level and before you get thirsty, to avoid heat exhaustion and dehydration. So if you offer cold beverages and you’re not promoting their benefit during the dog days of summer, it is not too late to start. A customer facing digital sign can promote iced coffee selections in the morning, cold refreshing drinks in the afternoon, and even a public service message on the benefits of staying hydrated when it gets so hot outside. Signs at point of sale can increase your customer average spend and educate them too, so you increase revenue and improve customer experience. A digital sign can be programmed to change based on time of day or even the weather, and can display your message with beautiful HD imagery and video. You can get started with little investment, along with a return that takes weeks not years. Ice cold digital sign anybody? Contact me here if you would like to learn how.

The A-Team: There Is No Plan B, Even With Digital Signage

2010-06-12T17:22:00.000-07:00

You would think as a digital signage consultant that I wouldn't think twice when passing the ever increasing amount of LED billboards along the highways of New Jersey. But Thursday, June 10th I did. Thanks to network distribution a new release of anything, or a special event for that matter no longer becomes dated and can be promoted differently depending on when it occurs. For example, when the A-Team opened in theaters last Friday, June 11th and I drove by an A-Team billboard on June 10th, the billboard said, Opening Tomorrow. I just thought that was such a simple testimonial to one of the many benefits of network digital signage, not just being relevant and location aware, but time aware too. Now only if it could help box office sales of the A-Team movie. That might be something even digital signage cannot improve.

Standardize Touch Gestures For Digital Signage Kiosks

2010-05-20T10:15:00.000-07:00

With touch screen shipments going way up year over year and the touch interface made popular by the iPhone since its launch in 2007 now mainstream, more and more people are becoming comfortable with and know how to operate a touch screen enabled device. So rather than reinventing the wheel, when it comes time to develop your interactive touch screen digital signage kiosk why not use touch gestures that have already been popularized by the successful products responsible for this trend (and that are already familiar with the end-user)? From basic gestures to more complex navigation actions The Touch Gesture Reference Guide by Craig Villamor, Dan Willis, and Luke Wroblewski aims to do just that, to help standardize touch screen interface gestures across all types of devices. It is a well designed and easy to understand document. I highly recommend to anyone developing a touch enabled device or kiosk to become familiar with it in advance. Although it cannot guarantee success, it will help you save time developing the operation specifications for your product and make it easier to use.

Do The Math: Digital Signage 101 Simple ROI Using Foodservice

2010-04-18T14:16:00.000-07:00

I have given many presentations about the benefits of digital signage and while costs continue to come down and technology advance, given the current state of the economy it still remains a difficult pill to swallow when it comes to making the investment to put the plan into action. Simply put, the biggest hurdle to clear often is a budgetary one. With that in mind I hope the following inexpensive digital sign solution and simple ROI calculation helps put cost issues aside and makes getting going a priority instead. The inexpensive entry-level solution costs only $1,000. It is a countertop solution that uses a desktop size display in portrait or vertical orientation. You may think this display size is too small and reduces impact, but I don’t think so. It’s more about location then size. Not only does the smaller size allow you to place the display in more strategic locations, it also saves you a lot of money compared to a large flat panel display and its associated install costs. Ideally you want this display to face your customer at point of sale. Where the transaction is made is the best time to cross sell and promote a little something extra to buy with their purchase. The other parts of the $1,000 investment includes a media player that plays promotional content for you based on the time of day, a professionally designed content template that can be used to create your digital sign promotions and other miscellaneous mounting equipment and cables.

Now for the simple ROI calculation…using foodservice as an example, the following assumptions can be made and is based on an investment of $1,000 for the solution mentioned above. The assumptions needed to start are average spend per customer before and after installing the digital sign. Let’s assume then that $5 is the average spend before and that a lift of 3% is achieved with the digital sign. This makes the average spend after $5.15 or an increase of 15 cents per order. At 15 cents per order the digital sign would pay for itself in 6,666 orders. If you do an average 100 orders per day that’s a 66 day payback, or about 2 months. If you do an average 1,000 orders per day that’s a one week payback. If you deduct your prime cost, typically 65% of each dollar for cost of goods and payroll, your net revenue per order would be just over 5 cents and the digital sign would then pay for itself in about 19,000 orders. If you do an average 100 orders per day that’s a 190 day payback, or about 6 months. If you do an average 1,000 orders per day that’s about a 19 day payback, or less than 3 weeks. Assuming you get 3 years out of your digital sign and use these conservative assumptions the ROI would be worthwhile wouldn’t it?

Digital Signage Tipping Point Now Tipping: Retail’s Big Show 2010 Recap

2010-01-15T06:39:00.000-08:00

As mentioned in my previous post citing DispalySearch, more and more large IT companies are getting serious about digital signage, sending that domino and an entire industry ever closer to its tipping point.

Its been tweeted and blogged about lots and lots all week, but in case you missed it, for further insight I would recommend reading Ken Goldberg’s “Broad Thinking. Narrowcasting.” post (along with my comment), as well as David Weinfeld’s “Digital Signage Insights” post, and also this WSJ article "Intel, Microsoft Offer Smart Sign Technology". This will get you caught up quickly with what happened earlier this week at the National Retail Federation Show at the Javits’ Center in NYC.

In brief, I attended and was very excited to see digital signage solutions taking center stage right next to other key technology solutions for retail from several of the largest technology companies in the U.S. Some were promoting their partner solutions (Dell, Intel, Microsoft) while others demonstrated current and future possibilities integrating their technology (HP, Intel, Microsoft, NCR) and others their own branded solutions (Cisco). In addition, highlighted in some of these exhibits and in their own spaces, were several leading digital signage software companies demonstrating simpler, easier to use and less expensive solutions for small to medium sized businesses interested in installing digital signs. The end result is lots and lots of positive spin about digital signage for the rest of us in the game. More importantly, to those of you considering how to best resell or implement digital signage in your business, more and more resources and certified solutions from leading tech companies are now available. Let me know if you would you like to know more.

The Yin and Yang of In-Store Signage: Digital & Traditional

2010-01-11T19:14:00.000-08:00

I kind of doubt that the supermarket I shop in (pictured here) is the exception, more likely it is typical, but I happened to be taking in my surroundings while waiting in line the other day (or as industry folks might like to say, I was doing some serious dwelling), and no I was not compelled by the digital signage screens located at each check-out aisle, why? Perhaps the clutter of signs hanging everywhere overhead was to blame for me taking my eyes off the check out aisle screens but oh my gosh, there are static dimensional, backlit and printed signs hanging everywhere! Does this represent opportunity and promise of all that's good about installing digital signage or what is wrong with this picture I thought to myself? Supermarkets (or those managing the network) are spending thousands of dollars many times over on digital signage at the checkout aisle as well as in the deli and bakery areas now more than ever, but with all this extraneous static signage competing for attention, how effective and how well are they really doing? If I was spending to be on a digital-out-of-home ad network in one of these supermarkets I would give serious pause to my spend and its ROI, wouldn't you?

So how do you clean it up? I think hybrid, or a balance between static signs and digital screens. Those that change with X frequency go static and those that change with Y go digital. Granted there is a lot more to it then that like location, design, operating costs, procurement costs, install issues, just to name a few but the key objective in my mind is that there needs to be a balance between the static and digital to better communicate all this information in a clear and concise way, a kind of yin yang or best-of-both worlds approach. Any takers? Let me know, what do you think?

2009 Data Bodes Well For Digital Signage In 2010

2010-01-04T14:40:00.000-08:00

I came across this study a couple weeks back preparing an investment justification for the development of a digital signage business plan. I don’t recall it having received much press within the digital signage community since its release so I thought I would mention it here. While it does not call out digital signage directly it uncovers several consumer preferences and attitudes toward technology that indicate interest and acceptance of digital signage and kiosk technology in the restaurant industry.

Digial Signage: Waiting For The Tipping Point

2009-10-30T10:59:00.000-07:00

A point in time when momentum for change becomes unstoppable.

When will this time come, or has it already for digital signage? I figure I would weigh in, every market research company has and charges lots of money too, so why not me on my two cents worth blog? I have a lot of industry experience and insight to draw upon, and besides its free. Simply put, I am going with 2010. While it is a nice round number, it also appears that several more stars, industry outlooks and consumer trends, will be aligning and create even more momentum and reasons to consider investing in a digital sign solution for your business. What are those trends and indicators? A couple of the many I came across preparing an update for a recent strategy presentation for a client are as follows:

1. IT spending. Its forecast to rebound in 2010 with context aware computer spending, like digital signage, a key area (CAC uses things like location, presence and other social & environmental information to aniticpate an end-user's needs).

2. More and more large IT companies are getting serious about digital signage (e.g. Cisco, HP, Intel).

3. Decling Print Ad Sales. One man's loss is another ones gain I suppose. As magazines and newspapers continue to shutter, digital out of home and digital merchandising spends will gain more momentum and continue to grow.

4. Burger King Revamp. BK recently announced an effort to revamp all 12,000 stores with a sleek new interior design that includes digital menu boards. While 12,000 locations is a ginormous amount (as my daughter likes to say) and whether they even ever get passed 1,000 only time will tell. But the significance is the trickle-down effect this will have on the many other large and small fast food and fast casual restaurant chains that will look to emulate this.

5. Detroit Airport Mandate. As part of a huge redesign the Detroit Metro Airport mandated that all new foodservice vendors with menu displays use a digital menu board system.

You can see how it all begins to add up. Not to mention price erosion continuing in hardware and the consumers insatiable appetite for more information and desire to be able to make more informed decisions at point of sale. The day is fast approacning when most new construction and renovation projects incorporate digital merchandising of some form or another. Its no longer a matter of if but when, 2010.

Using Google SketchUp For Digital Signage Project Development

2009-09-28T10:58:00.000-07:00

I have spent a lot of time using all sorts of 3D CAD software designing everything from small handheld products to full blown 100’ x 100’ trade show exhibits, so I was a bit skeptical when I finally got around to trying out SketchUp, a free 3D CAD software application from Google. Ever since Alias Sketch! was cancelled it has been difficult to find a quick and easy replacement to create 3D models on a Mac, but to my surprise I was impressed. Now SketchUp doesn’t have the rendering engine to generate incredible 3D photorealistic images like Alias Sketch! did, but it does good enough and includes texture mapping and animation capabilities ideal for doing an interior fly through of a proposed Digital Signage installation. SkecthUp also does not have the sculpting ability that other 3D CAD applications have to create complex organic shapes, but for modeling 3D store interiors, kiosks and merchandising fixtures it’s a breeze. In addition, thanks to Google’s efforts to model all the worlds’ architecture with SketchUp in Google Maps, there is a HUGE repository of all sorts of SketchUp 3D models available for free download. Using this library helps add detail and accuracy to your models quick and easily. Google SketchUp is currently available for free or a fee but with all the functionality packed into the free version there is plenty you can do at no charge. More consultants and integrators specializing in digital signage should use SketchUp to help avoid common miscommunications with clients in advance of those costly and time-consuming on-site installation misunderstandings.

GET may do for Digital Signage too (Good Enough Tech)

2009-09-14T05:38:00.001-07:00

In addition to being green, mass transit does have other advantages to driving yourself to the office. For example, you can read something interesting too. A good read on my commute to NYC this morning came from the recent issue of WIRED magazine. From netbooks to Flip camcorders, sometimes the low cost simple tech is good enough to transform an entire industry, trading power or fidelity in exchange for low price, flexibility, and convenience. Case in point, using Google SketchUp in new and interesting ways (more on this to follow). Can you think of many Digital Signage solutions that GET the it? I can. Drop me an email if you would like to find out more.

Infographics Worth 1000's Of Words

2009-08-27T19:51:00.000-07:00

While your customers might not dwell long enough to delve into graphically rich information displayed on your digital sign, a well designed infographic can draw your attention and explain complex information quickly and easily through the use of graphics and visuals instead of lots and lots of text. A treasure trove of examples have been archived by the folks at Good Magazine on Flickr here. And the grandfather of the infographic Richard Saul Wurman published a great compilation from industry leading designers called Understanding USA.

Digital Sign Networks Step #2 Content Content Content

2009-07-30T17:45:00.000-07:00

A couple of mantras to consider posting on your creative directors wall or better yet, anybody's wall who develops your digital signage content or thinks they now how to design effective and compelling content for Digital Signage networks:

- "Everything should be made as simple as possible, but no simpler," Albert Einstein

- "Simplicity is the key to happiness in the modern world," the Dalai Lam

- "Less is more," Mies van der Rohe

Read why simplcty is the key for outdoor creative competing for the attention of today's time starved consumer.

Digital Sign Networks Step #1 Location Location Location

2009-07-27T18:51:00.000-07:00

Whether you want to install a digital signage network that is supported by advertising or fo in-store merchandising and messaging be sure to study layout and customer flow (in addition to installation considerations). Locating a digital sign in the correct location will help increase impulse purchases at point-of-sale, reduce perceived wait time, spread word-of-mouth, increase recall, and improve overall customer in-store experience.

Scalable Vector Graphics To The Digital Signage Rescue?

2009-07-01T07:05:00.000-07:00

Scalable Vector Graphics (SVG), is a language that describes a drawing based on the points and shapes that compose them so they can be displayed in any resolution as clearly as possible. Compared to pixel graphics like clipart using BMP or JPEG formats, SVG is typically a smaller files size and requires less CPU power for play back. It is also royalty free and an open standard. Developers can build and add functionality to an SVG file. Programming (scripting and event support) can be used as a platform to build graphically rich applications and user interfaces. SpinetiX, based in Switzerland, has done this with a new digital signage solution. In the process they have created one of the smallest hardware players in the industry along with one of the best warranties, lifetime. Their tiny Hyper Media Player (HMP) come with a Win PC authoring tool (The Hyper Media Director, HMD) so you do not need to be an SVG programming wiz to create content to distribute to your HMP (using either internet or a removable thumb drive). In a marketplace where many solutions are available and similar, SpinetiX is a breath of fresh air, an innovative and exciting new solution. XML & Javascript gurus of the world: sign-up now for your free trial version.

Infocomm 2009: Digital Signage Recap

2009-06-21T18:24:00.000-07:00

Attendance was down and exhibitors scaled back (like every show this year), but digital signage is growing. The Digital Signage showcase area of the expo floor is taking up more and more space at this annual show, the premier event for the Professional AV industry, with more and more affordable solutions. My quick take:
1. Still a lot of companies. There are a lot of digital signage companies competing for market share. Differentiation is the key. When will attrition and or the mergers begin?
2. Say hello to Atom. The new Intel Atom processor is now appearing in commercial-grade media players for digital signage in the $500 price range. Atom based consumer-grade netbooks with more then adequate video output capabilities are already available for $250.
3. Easy content creation for networked signage. FrameMedia has been offering the FrameChannel content management service for wireless photo frame owners for over 3 years now. With SignChannel, a $15/month business solution, hundreds of channels of content (news, weather, sports, financial data, etc) along with editable templates for professional looking content on your digital sign is now affordable and easy to do.
4. Do you want live TV content with your signage? Roku/BrightSign had several new product announcements. In particular, a live video module that connects to a BrightSign player lets you display live TV in a predefined zone. The total price for this solution will be less than $1,000, a new and more affordable low.

The Barrier To Entry Has Been Removed

2009-06-15T18:40:00.000-07:00

Having spent many years in digital signage growing channel distribution and strategic partnerships for a tier 1 global LCD manufacturing leader, going after the millions of small business owners with affordable solutions was never priority #1, going after opportunities that could lead to thousands of units was. Perhaps that makes sense for a huge corporation, developing one for many opportunites instead of many for one. However I have since moved on and continue to be amazed at how inexpensive the investment is for a small business owner to get a digital signage solution. This was one of the compelling reasons why I started consulting in this area. As I head off to InfoComm this week, the professional AV industry premier event of the year, I expect to see more product offerings with more advanced capabilities at more affordable prices for small business owners to consider. My next post will talk about some of the specifics I found of interest.

Digital Signage & The Great White Way

2009-06-08T13:16:00.000-07:00

New York City is a great barometer of established and emerging trends. A walk around Time Square and then towards the Empire State Building reveals that Digital Signage in foodservice has taken hold. Flat panel displays can be found in many restaurants as enitre menu boards, in hybrid menu boards (combining static menus with a flat panel display), or as promotional signage in portrait mode advertising daily specials. The entire menu board array is quite impressive and in some cases incorporates automatic changes based on inventory, environmental or price control triggers. Still pretty much state-of-theart stuff. Short term however a simple mpg/jpg player and inexpensive flat panel display is a way to benefit from some of the same advantages the state-of-the-art solution offers (improved efficiency, sales revenue, customer experience, brand impression, etc) but a much less cost.

K&G Digital Signage, The New Black

2009-05-15T18:15:00.000-07:00

K&G, a value oritented fashion superstore, recently launched an ad campaign that pokes fun at high priced departent stores and promotes that K&G offers the same clothes as department stores, but at much lower prices. While walking in NYC I came across their flagship store (across from the Chrysler Building) and saw about 6 displays in their window being use more like a prop then a digital sign (pictured above). Not exactly sure why, perhaps K&G thinks digital signage is exorbitantly expensive and is only viable for use in over priced departmetn stores? If so, K&G needs to have someone come in and educate them about how many good inexpensive "value oritented" digital signage solutions are available in the market place today. Any other ideas?

Caught In A Bind About Aspect Ratio & Size?

2009-05-05T08:08:00.000-07:00

One of the keys to prepping and designing screen layouts for digital signage is to size your content accurately from a pixel size and aspect ratio point of view. The sooner you do this in the development phase the better. That way less time is spent fixing and modifying things later because you are either working in the wrong pixel dimensions or aspect ratio. A couple of great tools I use is this Video Resolutions Chart (pictured above) and Andrew Hedge’s Aspect Ratio Calculator.

And should you ever be on-site somewhere and be without your ruler you can print one out from here (keep in mind printer accuracy may vary).

To Ticker, Flipper, Scroll or Crawl...Or Not At All, Part Deux

2009-04-30T05:55:00.000-07:00

In a previous post I talked about how, depending on your digital signage objectives and the dwell time of your customer, whether a text crawl adds or distracts. A recent NYTimes story talks about how some TV networks have been leaving their crawl live during commercials to help; a) keep viewers tuned in to the commercial itself and, b) less likely to change the channel. So while the crawl may keep TV viewers tuned in, especially during commercials, the TV show they are watching is the prime reason why they are tuned to a specific TV network to being with. Translated to a digital signage layout, that should make use of a crawl (ticker, flipper, scroll or otherwise) a distant second to the main message that you are trying to captivate your audience with.

I Spy Something Wrong With This Digital Sign

2009-04-24T09:46:00.000-07:00

What is worse then a digital sign suffering from BSOD disease (Blue Screen Of Death)? How about a digital sign suffering from working, but not very well (as pictured above)? I came across this the other day in a local supermarket. Its frustrating to see. A company invests in digital signage, but due to poor execution will most likely not be investing more any time soon. On the other hand, it is digital signage and you should be able to correct these problems without having to physically change the sign itself, no? A couple of observations...

#1. Let's print out a message from the PC and tape it on the digital sign. Why? Hopefully people are looking at the digital sign while they wait for their 1/4lb of smoked turkey breast. I would venture to guess that unfortunately, this digital signage solution is simply inaccessible to the end-user and too complicated for store level managers to operate and printing a sign with their PC was easier. It doesn't have to be this way. If you would like to manage content, be able to change certain parts or pieces of the digital sign, or modify a playlist with an unscheduled special offer, then an appropriate easy-to-use solution should have been specified.

#2. You can drive a truck through the black area around the image and the physical bezel around the flat panel display. This is either a problem with the output/player hardware communicating to the display or the display not synching properly to the output/player hardware. Either way, it appears nobody has trained the staff on how to troubleshoot this problem or nobody is monitoring the status of this location on the network.

#3. Now serving, #75. Again with the appropriate digital signage solution a clerk at the counter can advance a counter and the order number being served can advance on the digital sign, or at least install them next to each other so people will watch what is on the digital sign too. An on-site assessment is essential for all digital sign installations and should have been done and at least revealed this opportunity to improve upon the current situation.

#4. And then there are all of those other pieces of paper taped above the "Now Serving" sign. Well those are just for store employees, but perhaps they could be placed in a little less conspicuous location next time.

To Ticker, Flipper, Scroll or Crawl...Or Not At All

2009-04-18T13:26:00.000-07:00

It has been proven that your brain remembers better when it is processing one thing at a time. While that is paramount to remember when designing content for digital signage, there are always exceptions. A menu board with multiple selections to choose from perhaps or an information display that communicates status and advertising for commuters or shoppers in a public space. If taking into account your clients objectives and the dwell time of your audience requires and or allows you to present more information on a screen at a time, then do so with caution and be sure to do so with a well executed design plan. And dont forget, digital signage software providers love tickers. Most all have some way of providing either RSS feeds or text crawls to your digital sign, but what is the most effective way in which to provide these little snippets of information? If they truly are snippets then forget it. Do away with the clutter a text crawl introduces and what's left on screen will communicate much better. But if you must, consider the flipper instead of the ticker or crawl. CNN has, and for what its worth, if you want to communicate a complete thought quick and efficiently, the flipper does a good job. Instead of display multiple scrolling stories or information, one story or piece of information is presented at a time with an animated transition between each one.

Remembering What You See Requires Focused Attention

2009-04-12T07:26:00.000-07:00

Bigger better faster cheaper and on and on it goes. While this phenomenon has helped give rise to the digital signage industry and countless other more efficient processes, thanks in part to being able to do more with less, it does not mean open season on displaying as much information as possible on a beautiful state-of-the-art high resolution flat panel display just because you can.

Being able to view and take in a lot of information may be necessary for analytical applications and operation centers but for your typical digital signage display, I don't think so. If there is a method and a logic to the way in which you lay out and design the information to appear on a screen maybe, but always keep in mind whether or not it meets the objective of your client and the dwell time of the audience. A Carnegie Mellon brain imaging study showed that when performing two tasks at once, a person's brain activity is only 56 percent of what it was when focused on the two activities separately. In other words, when you try to do or look at too many things at once, your brain doesn't work as well. As a college professor of mine would always say, "KISS" or Keep It Simple Stupid!

Digital Signage Information Anxiety, When A Third Of Everything Is Still A Lot:

2009-04-03T07:31:00.001-07:00

"Information anxiety", a phrase coined by TED (Technology Entertainment and Design) conference series founder Richard Saul Wurman, would be appropriate to describe the feeling someone might get with interest in investing in digital signage technology to improve their business. One only needs to Google “digital signage” to see the amount of hits the term receives, many of which are from companies with product solutions.

I like to divide things into thirds, whether it be a screen layout or a good better and best product line-up, but when about a third of all available digital signage solutions (some pictured above) is still a lot, there is bound to be difficulty and confusion trying to decide on which one is right for you and your business. Based on an assessment of your needs and an understanding of your expectations I can help identify which solution would be best for you and help turn your anxiety into happiness.

A Brief Introduction...

2009-03-31T07:31:00.000-07:00

I recently started my own consultant business called Designage (www.designageco.com) based on the tremendous upside that digital signage technology possesses and my ability to help guide and advise; a) individual end users interested in taking advantage of this technology, and b) companies interested in reselling digital signage products and services.

My background is in creative design and I am a visual person. Most recently I helped grow the flat panel display business at Sharp Electronics Corporation primarily through the expansion of the vertical market distribution channel, building business relationships with industry leaders in vertical markets like digital signage. I have a passion for design and technology. If you like please take a look at my previous business and design accomplishments portfolio here: www.coroflot.com/brucegoldstein/portfolio

Through this blog I hope to inform you about the digital signage industry from my point-of-view (as well as other interesting tidbits I am also passionate about). If you find the blog informative and what I choose to post and my perspective interesting, perhaps you should give me call and learn how I can help grow your business.