I came across a pretty thought provoking article on Campaign website entitled ‘Is digital dumbing down Out Of Home?’ The article poses the question that good design was better and more iconic when posters were simply pieces of printed paper. The author Mark Henson who is head of marketing and client communication at Primesight asks the question “As tech is competing with the purest form of the oldest medium, static out-of-home, have we forgotten how to create classic posters?”
Iconic Guinness advert
I have linked to the article above, which you can read by clicking on the link, because it made me pose the following – “Is digital signage used as a prop for mediocre quality design?”
In other words has the quality of marketing/sales/Call to action material suffered as people assume that the use of digital signage in itself creates a bigger attraction than the same material on a poster?
I think the answer is both yes and no, but I would be interested in hearing what any commentators think about this question, so please leave a comment below.