Do more with digital signage

I felt compelled to write this article after reading David Hayne's posting about a Danish company that lets users display fine art images on their screens.  Folks in the digital signage industry tend to get focused on the information and advertising business but there are a lot of other interesting opportunities to consider.

For example, digital signage can be used in architecture or as an interior design element using Christie Micro Tiles, video walls or projectors. 

Back in 2009 I wrote about a Winnipeg, Alberta company called "Skycandy" that specialized in environmental content for ceilings.  They offered various products like back-lit photographs and video content that depicted a view of the sky to convey the feeling of being outdoors.  The content was captured from the vantage point of someone looking straight up to the sky while walking in a forest and other locations.  They also offered night sky views which looked quite stunning.

The company's web site is gone now and I never got the details on the technology so I don't know how they displayed the video content from the ceiling.  The cost and security issues may have made this a bit of a hard sell (think big plasma screens hanging above your head).

On the other hand,  Skycandy offered an interesting solution that could be used in medical clinics and public venues.  I can almost imagine sitting in a dentist's chair, looking up at the sky with clouds floating by...  Makes the whole experience seem a bit more tolerable.

It's easy to look at digital signage from a purely advertising perspective but a whole range of new opportunities emerge when you consider architectural and interior design applications.

Here are some examples:

• Restaurants.
• Professional offices (lawyer, accountant, etc...)
• Medical centers and clinics.
• Museums.
• Gyms, spas and fitness centers.
• Car dealerships.
• And even retail stores!

Say you want to throw a Monet, van Gogh or Warhol on your wall.

Perhaps show a panning view of the Grand Canyon...

Fine art or environmental content can help enhance your decor and even transport your audience to a whole different place.

Here are a few tips that will help you get started:

• Quality is key. Use high resolution content and high-end hardware to deliver your content.
• Think big... Big-screen, multi-screen or projection.
• Make the hardware fit your decor.  Hire a professional interior designer who knows A/V.
• Content can be abstract motion graphics, fine art or photo-realistic depending on the venue.  Creativity is essential.     
• Make sure you have budgeted for quality hardware and high-end creative.  This is all about creating a big impact and conveying a "premium" image.

Used in this way, digital signage can create a special mood or enhance a brand's image without the need for advertising, live news or weather feeds.