The sentiments you may hold for digital signage can be mixed, and sometimes even negative, because of some personal failures in your venture to launch successful digital signage.
You need to realize that it is not the concept which is flawed, but in the way, you are implying it to help you in branding and supporting your market. If the impact on your customers seems to be negligible or you end up piling costs for no reasons, it can be majorly attributed to the following reasons which contribute to making digital signage quite unsuccessful in some cases.
1. Still Imagery
Don’t get us wrong when we say that still imagery is a flaw; what makes it problematic is when people use their digital screens to display something which could have been very easily achieved using conventional signage posters. This counts as wasted potential and gives you no return on your signage screens investment.
Making signage appealing to the senses has a lot to do with a branding aspect which is easy to follow, convenient to read, and contributes positively to your brand.
2. Pointless Content
What we mean when we say pointless content is, for example, you own a tea brand and using a screen to display tea leaves without any context to the picture. This qualifies as an absolute waster of both money and energy because that picture adds no quality to your outlet or brand.
So when you decide to advertise using signage, ensure that customers see something they are intrigued by, and that contributes to them becoming a customer.
3. Screens Not Working
Having five screens lined up with three of them showing a blue screen and screeching just acts as a major turn off for individuals to pay attention to the remaining screens as well. You may not realize it but symmetry plays an important role here because customers will not note the working ones; they will point out the ones shut down.
It needs to be at the top of your priority to get such signage replaced/fixed at your earliest convenience so that it does not ruin the rest of the outlook of your brand.
4. Irrelevant Content
Celebrity endorsement is an excellent way to attract specific fan bases towards your product, but the fans of today look for quality of product a lot more. So if you dress up a model to stand next to your coworkers, take a picture, and upload it on your signage as a way to spread the name of your product then it is bound to not work.
There need to be some words, context, or should at least have sufficient sense to grasp the attention span of the viewer for a little while. Otherwise, the investment in signage simply goes to shambles.
Society is becoming more and more immune to poor ways of advertisement, so any form of vulgarity, cheap humor or senseless content will simply paint a negative image of your brand. Therefore, keep all these factors in mind before your blame signage for not having a sufficient impact on your branding strategy.
Quantum Sign Corp
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