What is Digital Screen Media

Digital screen media is the visual content specifically designed and formatted to be delivered from digital screens such as LED, LCD, and projection screens either indoors or outdoors in corporate and public spaces. This content has been specifically designed for the environment in which it will be displayed, for instance on billboards and signs viewed at a distance or screens in a retail environment that will be viewed from close up and are increasingly becoming interactive.

Examples of digital screen media are advertising, product information used in kiosks and retail environments, branding information as used in installations such as corporate offices,museums and exhibitions,public installationsand wayfindinginstallations.

Digital screen media differs from many other visual communication media in that it involves the dimension of time. Time enables content to be divided into segments and used in various sequences to appeal to a wide range of target groups or to deliver more depth and meaning over time to a specific target group, such as visitors to a corporate head office, shoppers in retail stores, or visitors to a museum.

Digital Screen Media has been most actively deployed via the advertising industry via corporations such as Clear Channel Communications Inc., Lamar, Viacom, CBS and others. It has been used purely to deliver advertising. Imagine if websites were the same? No one would bother to use the Internet, and this is a specific conundrum that the digital screen media industry is facing. In many cases the ROI is difficult to justify because people tune out the advertising. From an experiential design perspective, it is clear that Digital Screen Media needs to mature and start delivering content (just as websites have had to do the same in the past two decades) that users find relevant and compelling. When they start actually looking at the digital screens more, the chance to improve advertising's effectiveness will increase. Experiential Graphic Design can help the Digital Screen Media industry to achieve these goals. How?

In Experiential Graphic Design, the time dimension is most often used to enhance the storytelling nature of the media. With the addition of time, stories can be developed around brands, products, and information that can breathe excitement and life into an environment in ways that were not possible with static imagery alone. A great example of this would be the new 2014 SEGD Global Design Awards "Best of Show" winning project, the Tom Bradley International Terminal at LAX,which used digital screen media to bring back the magic of air travel for travelers using the terminal and generates an ROI higher than the value of advertising.

Another great example of how digital media can create compelling experiences for visitors would be the Monarch Experience at the Cosmopolitan Hotel in Las Vegas, another 2014 SEGD Global Design Awards winner.

Explore other examples of Experiential Graphic Design


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