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Totems and Standalone Units – Noticeable Digital Signage

Posted by: Richard Williams | Posted on: February 28th, 2013 | 0 Comments

Those of us familiar with digital signage are probably aware that the number of different shapes and sizes of signage displays seems unlimited. From digital posters in shopping malls, landscape screens outside of retail units and large outdoor digital signage billboards, all sorts of different types display design are used. But are any of these designs more effective than other solutions?

Obviously, size can make a difference, a larger screen will be more noticeable than a smaller screen, and position too can make a difference, as a display located too high, out of eye-line, or amongst clutter is too easy to miss. Content of course can make a huge difference, simple eye-catching messages are far more likely to grasp people’s attention than long-winded slogans and busy imagery—especially if what you are promoting is appealing to the audience.

Another method of ensuring your sign gets noticed is by making the display as obtrusive, forcing the audience to walk around it. Totems, kiosks and standalone units are becoming increasingly common in retail units for this very reason.

Often seen in doorways as you enter a chain store, hotel or other location, these floor-standing totems are impossible not to notice.

Standalone units

Disadvantages

These portrait signs do take up a lot of space, and this is both their advantage and disadvantage. Because of their obtrusive nature, as mentioned, these standalone units are impossible to miss, but they do take up precious floor space, which in retail might mean sales space.

For hospitality industries, such as hotels, fast food eateries and coffee shops this is not too much of concern, but retailers often have to consider how much sales space is worth sacrificing.

The type of content displayed on the standalone units also needs consideration. As often these standalone units are inside stores and shops, in essence you are preaching to the converted—customers already walking into the store (although if positioned in a doorway, a passing audience could be enticed if the content is engaging enough), so standalone units are often used to steer customers towards promotional products, or to reinforce the company’s branding.