LED Sign Advertising & Communication Tips

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As with any advertising or communication medium,
the rules of basic marketing apply with LED signs
too.  For a good treatise on marketing basics
read "Ogilvy on Advertising" by David Ogilvy,
March 1985.  Some basic marketing principles are
. . . 1)   Know your audience 2)   Keep message
simple3)   Repeat message often
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• This is an important basic marketing rule that is
  easy to overlooked.  First learn what motivates
  your customers to buy your product, then tailor
  your advertising messages to spark those
  motivations of your audience. 
• You may have the lowest price cars in town, but
  most customer buy cars with loans, so the monthly
  loan payment, is likely more important to your
  customers then your low prices.  Turn your lower
  prices into a lower monthly payment, so you can
  spark more interest in the larger group of
  customers seeking lower payments.
• Always keep your customer's interests in mind, as
  you decide what messages to communicate with them
  using an LED sign.  The key is to know your
  audience.

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• This marketing rule you are almost forced to
  follow with an LED sign, since the text displays
  are usually short.  Don't be tempted to create
  long messages, unless you are displaying for
  example news stories to a target audience that is
  waiting for a long time in a lobby, waiting area,
  or cafeteria type environment.  Countless times
  we have driven down a street and only have a few
  seconds to read, and see something like the
  following on an LED sign . . .
• We just drove by the LED sign and have no idea
  what they are selling.  Everyone claims that they
  have courteous and knowledgeable people, so there
  is no information presented here.  The same LED
  sign should have displayed something like . .

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• With a simple message it is easier to repeat that
  message for your audience.  By repeating the same
  message you help the audience remember what it is
  you want to communicate.
• A message that is simple and readily repeatable
  might include 3 to 4 basic messages with 3-4 text
  displays for each basic message. 

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• Place your LED sign so your intended audience
  does not have to strain to look up or down at the
  sign.  Your target audience should be comfortable
  when reading the LED sign.  Eye level is usually
  your best bet.
• If you want everyone to see your message place
  the LED sign where they will have to look, such
  as on a wall behind a sales or order counter,
  above a doorway, or at the end of a hallway.  If
  you want to draw attention to an item that is
  commonly over looked, place the LED sign near
  that item or area.  The motion of the LED sign
  will naturally draw attention to that area or
  item you want seen.
• Check to see that your LED sign comes with the
  mounting hardware you will need to mount your LED
  sign on the ceiling, counter top or back wall. 
  When mounting your sign, take into consideration
  the power cord, hiding it when possible. 

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• Sign Size - The most common mistake people make
  when purchasing an LED sign is in the size of the
  sign.  They tend to buy LED signs that are too
  large for use indoors, and too small for use
  outdoors.  2" high character LED signs can be
  easily read up to 80 feet away, so these are
  great for offices, lobbies, etc.  A 4" LED sign
  can be read up to 160 feet away, and are too
  large for these same offices and lobbies.  Then
  can work in an large 150' cafeteria, ballroom,
  factory floor, or tradeshow booth. 
• Lowercase Letters - Use all capital letters,
  since they are bigger than lowercase letters. 
  The bigger the letters, the farther away that
  people can read your sign, thus increasing the
  time people have to read your sign, especially if
  people are walking by or driving by in a car. 
  Lowercase letters are 30 smaller than capital
  letters.  If you use lowercase letters, you are
  reducing the distance that the sign can be read
  by 30, and your reducing the time people have to
  read your LED sign by 30.  Stick to all capital
  letters.

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• Colors - Red on black is not the friendliest
  color combination, but it is the most noticed and
  therefore most read.  If you want more people to
  see and read your sign, stick to Red only.  You
  can use a mix of colors in waiting rooms,
  lobbies, libraries, offices, but for messages
  that you want read by people that have only a few
  seconds, stick to red.
• Full Motion Video LED Signs - With the
  advancement of computers, you can now purchase
  full motion video LED signs.  You've likely seen
  these while driving down streets.  The problem
  with these is that most travelers have but 3-5
  seconds to view a sign, and with video it takes
  15 seconds to get a video message across, and
  there is no audio.  That's why the smart full
  motion video LED sign owners, just flash large
  screens of bold text on an image, as they have
  learned that straight text is the fastest way to
  get messages quickly to fast moving travelers. 
  There is no reason to pay for full motion video
  LED signs, when moving text displays are more
  effective.

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• Scrolling Multiple Lines - If you are going to
  use right-to-left scrolling messages, avoid
  scrolling more than one line at a time.  Some LED
  signs can show multiple lines of text at once. 
  The human mind cannot read more than one
  right-to-left scrolling line of text at a time. 
  Multiple lines work great for stationary
  information, or for scrolling vertically from
  bottom to top.
• Reverse Scrolling - Avoid scrolling text messages
  over 5 words in the left to right direction, or
  scrolling multiple lines in the top to bottom
  direction.  Western language readers are
  accustomed to reading in the left-to-right
  direction so scroll longer text messages in the
  right-to-left direction.  Likewise, they are
  accustomed to reading from top to bottom, so you
  should scroll longer text messages from bottom to
  top.

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• Mixing Formats - If you will be using multiple
  LED signs, with some displaying scrolling text
  and others displaying stationary text, make sure
  the there is sufficient space between the
  scrolling and stationary text, like 1-2 feet.
  Humans are not design to read in mixed modes, so
  keep the two methods separated by lots of space. 
  We've seen LED signs with the time and
  temperature in one non-moving text line, with a
  scrolling advertisement text line above, making
  this a very hard LED sign to look at, let alone
  read.
• Angles - People are most comfortable reading
  horizontal lines of text, so mount your sign
  horizontally, and not at an angle.

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