Digital Content Digital Signage Sales & Marketing Sign Design
Content Design is… Sign Design
July 21, 2009
7
, , ,

When Booz Allen Hamilton asked marketers which organizations would become more important to them by 2010, media companies, media planners and communications planners topped the list, with 52% believing they would be more integral. Ad agencies of record? Only 27% thought they would be more integral. At the same time, 53% of media sellers say they expect to do more business directly with marketers.

We hold firmly to the belief that the strongest visual communications companies in North America are perfectly positioned to bridge the gap between creative, engaging content, and millions of small and medium businesses. Already deeply immersed in visual communications, the digital sign company professional must make absolutely certain they bring to the table their deep expertise, and not undervalue it. Electronic digital signage has much the same mission of digital print signage: To convey a message in a readable, conspicuous and legible manner in order to elicit a positive action on the part of the viewer.

Digital SignageWhat many creatives and ad agency executives forget is that electronic digital signage is SIGNAGE, not television. It is a hybrid product, including elements of the best commercial spots we see today, but clearly featuring the fundamental message for which it is established.

Just what elements of science are found in sign design that are not found on the list of considerations for ad agencies and media houses? There are three, and every sign professional knows them:

  1. Legibility
  2. Conspicuity
  3. Readability

In our next post, we’ll talk about the scientific principles and human factors research that give us these “rules” for sign design!

About author

Amazing LobbyPOP

Teresa M. Young has served the sign industry since 1985. Today she guides hundreds of entrepreneurs in the business, while discovering new ways to bring dynamic signage to the sign industry. Visit her on LinkedIn.

Related items

/More education materials

rrp-vs-lrp-digital-tech

Cloud Rendering vs. Local Rendering Protocol

When Booz Allen Hamilton asked marketers which org...

Read more
simple-menu-calorie-count-650px

New FDA Ruling: Menus and Other Calorie Count Requirements

When Booz Allen Hamilton asked marketers which org...

Read more
tech-support-650-px

Surviving an Installation: Digital Signage Troubleshooting

When Booz Allen Hamilton asked marketers which org...

Read more

There are 7 comments

  • […] 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 […]

  • […] 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 […]

  • […] 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 […]

  • […] mentioned in our previous post that sign industry professionals use the science of signs when creating a communications vehicle […]

  • […] 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 […]

  • […] 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 […]