http://www.adtronics.net/...In today's world, quick and effective communication is essential for every business. To do this, you need the right display using the right technology. Whether you are looking for an indoor or outdoor LED Display,

3. 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 simple
3) Repeat message often

5. • 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.

7. • 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 . .

9. • 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.

11. • 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.

13. • 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.

14. • 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.

15. • 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.

16. • 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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