Entering the World of Digital Signage.

As a newbie in the world of digital signage, I was a little naïve on how big the demand and the market is for this creative medium. Back in my student days, the industry was starting to scratch the surface of how the digital signage and digital media can interact with a user and help inform and manipulate their experience.

Back in 2010, the Victoria and Albert museum in London, held and exhibition on the development of digital media, ‘Decode: Digital Design Sensations’. As a student on the precipice of joining the creative industry it really opened my eyes as to what the industry had to offer. At that stage- the exhibition showcased interactive displays, such as projected leaves that could be ‘kicked’ as you walked, and signage that greeted you depending on your gender.

Of course, these ideas seem a little ‘old hat’ and as an industry, we have all moved on. At Acquire we have used gender recognition for a few of our projects- including signage that updated depending on the room’s demographic. During the 2012 celebrations of the Queen’s Diamond Jubilee celebrations we saw huge animations projected on Buckingham Palace and lights in the stalls of the Olympic Stadium that changed and updated depending on the mood of the crowd that literally created a ‘picture’ of the event that was happening around it.

Fast forward to 2015, having spent 6 months as a designer for Acquire I’m seeing how these fine art, exhibition pieces are making their way into the industry. Recently, we created a video wall exhibition piece that added floating thought bubbles behind you as you walked past. Whilst this might not seem as impressive as what we may have seen as a nation in 2012, it still created a visual that was responsive to it’s surroundings, alike to emotions of the Olympic stadium during 2012.

On a more commercial level, the use of digital signage is becoming a more effective tool to direct a user to a specific area in a store, beckoning a user to interact and persuading us all to a conclusion.  This might be as simple as our ‘ghost host’ that can be seen at the Virgin Mobile Wall, a silhouette that calls us forward as a user and directs us to play and choose our ‘ideal’ mobile package. More recently the WIND HELLAS mobile wall, which painted a comfortable home scene which encourages us to engage and browse through its products. This all gives users more ownership of the potential purchase and an emotional connection which increases the likelihood of a sale.

From a design perspective, it’s a constant challenge to be innovative within the industry that is moving so fast, but one that I wouldn’t change. Back in 2010 when I first saw the Decode exhibition- it excited me, and informed my decisions in my final project and eventually my chosen career route. Why? Because frankly, it’s brilliant.

Blogged by Charlotte

Jaydev Bulsara