Video advertising signage design, how to let dynamic visuals speak on the street?

Have you ever had such an experience? Walking on a busy commercial street, you are suddenly attracted by a screen - it is not a simple static sign, but plays exquisite dynamic pictures. The sound may not be loud, but the visual impact is so strong that you can't help but look at it a few more times, or even stop. This is the video advertising signage. It is no longer exclusive to shopping malls and airports, but is rapidly penetrating into wider offline business scenarios, becoming a new weapon for brands to grab attention.

But to be honest, making a "moving" brand is much more complicated than making a static one. It is not just as simple as putting a TV advertisement on the street. Many stores or brands are prone to fall into this misunderstanding.: I think as long as the screen is big enough and the picture is dazzling enough, what’s the result? Maybe the reflection is so severe during the day that you can’t see clearly, and at night it’s so bright that it’s dazzling and disturbing. ； Or the content is disorganized, and after playing for a long time, passersby did not remember the brand name at all, and a lot of money was spent, but the effect was compromised.

Today we are going to talk about how to design a video advertising sign that is truly “smart” and capable of efficient communication. There are many ways to do this, and you have to think about it from several key dimensions.

the most fundamental: Location and environment are the "boss". The first step of design is never to turn on the computer to draw a picture, but to put on a hat and "sit down" on site. Where should this sign be placed? Is it the center of the pedestrian street or the roof of the building next to the highway? When is the peak flow of people? How different are the lighting conditions during the day and at night? Are there any huge obstructions or strong competing light sources around? When installed on glass curtain wall buildings, it is necessary to focus on solving the problems of anti-glare and reflection. ； Next to traffic arteries, fast-moving vehicles mean that your message must be captured and understood within a few seconds - the kind of episodic advertising that takes 15 seconds to understand is basically ineffective here. The environment determines the type, brightness, installation angle of the screen, and even the basic rhythm of the content. To be a king, you have to be a "short, flat and fast" king. Outdoor video signage is not a home theater. Audiences have no patience and no obligation to stop and watch. Its content design must follow the "three-second rule."”: Within three seconds, the core message (who is the brand? What to sell? What's the difference? ), dynamic effects should be used on the cutting edge, not just for the sake of movement. A clean and neat animation display of the brand logo, coupled with a very provocative slogan or an unforgettable product shot, is often more effective than a well-made but lengthy narrative micro-movie. The fonts must be extremely clear and the color contrast must be strong. Recognition must be taken into account in the middle and long distances. Don’t forget that sound is less controllable in outdoor environments. The visual itself must bear 100% of the narrative power * * , the content should be modularized and played in a loop, and different versions should be prepared according to different time periods (such as morning peak, noon, night) and even different weather. This is called true dynamic adaptation.

Technology is the skeleton, stability and reliability are more important than anything else. The outdoor environment is a severe test for equipment, with wind, sun, rain, temperature differences, dust... The screen you choose must be an industrial-grade "tough guy", the protection level (IP level) must be high enough, and the heat dissipation must be good. The automatic brightness adjustment function is crucial to ensure that it is clear during the day and soft at night, and the playback system must be stable. It often crashes with a black screen, or appears with an embarrassing "blue screen" or "loading". You must also have a backup plan for power supply and signal transmission. If you are stingy in technology investment, the subsequent maintenance costs and loss of brand image will make you more headache. It is an "electronic employee" that works all year round, and you must equip it with "armor".

Don’t forget the “human touch” and interaction. The most advanced video signs can create short-term "communication" with people. Through simple sensors, when someone passes by, the playback content can be switched from standby mode to active welcome mode. ； Or during festivals, play appropriate blessing animations. This small sense of interaction can greatly enhance the brand's favorability and memory, which requires more integrated design and intelligent control.

A successful video advertising sign is a Environmentalist, Visual Director, Engineer and Brand Steward The result of joint work, it is no longer a cold device, but a dynamic emoticon package of a brand in the physical world, a super salesperson online 24 hours a day. Its goal is not to become an independent work of art, but to be perfectly embedded in the environment, to "speak" to the flowing crowd in the most direct and effective way, and to complete the value transfer in those critical seconds.

Next time you plan a sign like this, you might as well ask yourself: In the corner where it will stand in the future, when people rush by, am I willing to stay for three seconds? If the answer is uncertain, then the design will have to be refined. After all, street attention is one of the scarcest resources in this era.