Electronic Readerboards

 

Many clients ask about the pros and cons of creating electronic readerboards for their facilities. Usually borne of a desire to present more detailed or current information to the public, readerboards have become a symbol of our high-speed, high-information society. This article refers to electronic signage typical to retail and corporate buildings, but does not cover highly technical electronic signage, such as flight information in airports. That being said, for many clients, when considering readerboard signage for their facility, the following issues should be considered:

 

 

Nature of the Information

Usually clients want to display something "event or time-sensitive" about their company or organization. This might take the form of meetings, public events, sales, services, or other content-related information. Careful thought should be given to the method of updating and changing the information; nothing is worse than an old meeting still posted or an event whose date has passed.

 

Level of Intensity

By their very nature, electronic and dynamic signs have a higher level of visual intensity than static signs; consideration should be given to the community impact of such signs and their placement. Nothing looks worse than a big sign screaming trivial information at all hours of the night, so consider timers and limits on display duration. Keep in mind that your message is the "voice of your organization" and should be treated as thoughtfully as you would any other form of printed publication.

 

Authorship

Consider that, as author of whatever you post on the readerboard, you will be credited or blamed for it; if you allow another community or retail organization to post on your board, confusion may result which causes your organization to incorrectly be seen as the author. Your image is at stake with every posting, so treat it as a public relations opportunity.

 

Sign Codes

Most cities and counties strictly limit the size, location, and type of large, lighted signs, so check with local authorities before investing in such signs. Limits on flashing, rotating, and lighted signs are common, but readerboards in commerically zoned areas are often regulated separately. Both the local department of community development and land use and the sign division of the building department may have regulatory authority.

 

Initial Costs

Electronic readerboards can cost between $10,000 and $100,000 for signs of typical design and construction, so careful design and programming is essential to avoid wasting money. It is usually better to go to a sign fabricator with a design for the sign, rather than relying on their sales staff to generate the design. Such companies are helpful in detailing and pricing, but nothing can replace a thoughful client program to ensure that the sign's scope and cost do not escalate. This sign type is like buying any other form of electronic gear, and we all know how stereo and computer salespeople like to add on features and cost.

 

Relation to Other Signs

Be sure that the design of any readerboard sign relates well to the design of other signs; sign color, logo placement, typeface used, and relative size are important to make the readerboard blend with the site and the architecture.

 

For more information, please contact me at kbd@olympus.net.