Digital Signage Research - Project 5.

As technology has advanced and traditional signage now seems very dull digital signage is a lot more common. The advantages of using digital signage include being able to change the image or information featured as regularly as you like without having to scrap huge boards/large amounts of paper and also digital signage means once you have brought the machine used to display/project your image there isn't anything else which needs to be paid for e.g. printing of billboard, delivery of the billboard and mounting of the billboard making it much more cost effective for companies. As well as these reasons changes to any information or images displayed can be made instantly if errors are made or it isn't working well as an advert.

(Image scanned in from 'Advertising Outdoors by David Bernstein, 1997)

This is an example of how digital advertising can be used almost anywhere outdoors.

Ministry of Sound have projected the image of their logo onto the House of Parliament building. The placement of this advertising is quite controversial in that the Houses of Parliament is a political building in which lots of quiet important discussions take place which is juxtaposed with the loud party scene which is associated with Ministry of Sound.

This use of digital signage is very eye-catching and due to its location attracts lots of attention.

The only problem with such signage is that it can only really be seen at night.

(Photo taken by myself outside Bank in Leeds)

This is an example of a digital sign featured in a shop window. The display runs through a series of images from items which are available in-store. This not only promotes the products but is a much better way of displaying more than one or two products in a window at once.

(Photo taken by myself in Topshop, Leeds)

Digital in-store communications are also used in some stores. In Topshop in Leeds this computer system is used in-store. On this computer you can search through the current Topshop online catalogue. The computer then allows you to pick a certain item and see whether they have it in stock in their store in your size. This can help speed up service in-store because it forces less people to ask shop assistants whether they have certain items in store. It may also be more accurate than shop assistants as it knows exactly what is in store and in what sizes. The computer also allows customers to see what items can be styled with other items in the store, giving inspiration for looks.