For years there has been a critical demand within the sign industry for a book on the structural engineering of signs. This comprehensive text more than meets that demand -- it exceeds it. Sign companies, ...
Display sales should be the beginning of a beautiful relationship.
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In Utah, last month, I passed a car dealership that had a large, color display. It was perfectly sized and placed, with a very long read. But, I watched, aghast, as red, block letters in a 24-in. Arial font slowly scrolled down from the top with some blather about a “Manager’s Special.”
From my inside-the-industry perspective, I estimated the sign cost roughly $650,000. I also think its owner doesn’t consider it a good investment. Sickening. Kind of like buying a Ferrari to deliver pizzas.
A day later, in Las Vegas, I drove by a convenience store with a 32 x 80-ft., color LED display on the pylon in front of it. So, I parked and entered the store to verify the sign’s dimensions and ask who programmed the sign. It was awesome!
Four, very clearly defined advertising concepts were carefully depicted, with good display effects and timing. Within half a block, the sign had drawn me into the store.
The store itself wasn’t spectacular – it was over-stuffed with all things C-store – but you could tell it was a place where someone with pride had invested extra effort.
I asked the woman behind the counter who had programmed the sign. She beamed with a quick reply, “That would be me.” I complimented her on her work, and she told me it was important to her.
My reaction to those two signs dramatically changed my focus as I now travel and view displays. For years, I’ve been obsessed with such technical issues as brightness, uniformity, color clarity and contrast. Since that week last December, my attention has been drawn to presentation and content.
And I’m concerned.
There seems to be a real disconnect between the display product’s capabilities and its actual use. For those of us who produce and sell the display, it’s disheartening to see the medium so underutilized.
I doubt if the Utah car dealer has sold many cars or service programs from his digital display. It’s a terrific sign, but the programming renders it useless. Yet, the C-store’s $20,000 sign has definitely brought additional business to its owner. I personally reacted to the sign.
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