Let There Be More Light: LED Signage Hits the Big—and Small—Time

Walking the show floor at the most recent ISA Sign Expos, I was struck by what appeared to be a gradual decline of interest in LCD-based dynamic digital signage (DDS)—but an increase in LED signage. Without this becoming too thick of an alphabet soup, I have usually associated DDS with LCDs—while LEDs were something else entirely. As it turns out, the two are merging. 

Usually, when we mention “LED” it is in the context of LED UV curing in flatbed wide-format printers. But, there is another application of LED that is relevant for sign and display conversations: signage. LED (light-emitting diode) signage is not new, and currently is most commonly found in electronic message centers (EMCs)—those large digital displays found outside banks, convention centers, schools and other venues. However, LED signage is increasingly being used for indoor displays, and there is a sense that LED signage may be displacing dynamic digital displays on LCD screens.  

LED signage has been traditionally used for electronic message centers (EMCs), such as those found outside schools, convention centers, banks, and other venues. (Image courtesy EBSCO Sign Group.)

“Some of the most exciting developments with LED signage over recent years result from the success of the technology and popularity of the medium,” said Jason Helton, executive vice president of Sansi North America (SNA) Displays, one of the largest global companies developing video and digital displays. “From a technological standpoint, machinery and tooling have improved by leaps and bounds, allowing LED display manufacturers to fabricate much higher-density products with respect to pixels. Precision fabrication and the ability to produce much smaller diodes and pixels has led to extremely tight-pitch displays, particularly with indoor applications.”

Smaller pixel pitches (aka higher resolution) making LED signage increasingly suitable for indoor displays. (Image courtesy SNA Displays.)

Nit-Picking

Let’s back up a sec and define our terms. In LED signage, the term “pitch” or “pixel pitch” is analogous to what we refer to as “resolution” in the print world. Each pixel in an LED display is basically a cluster of three smaller LED diodes, usually a red, a blue and a green. The distance from the center of one pixel to an adjacent one is its pitch, usually measured in millimeters. Unlike the dots per inch (dpi) measurement we use to gauge print resolution, in LED signage, the smaller the pitch, the higher the quality, as it means you can fit more pixels into the display. Obviously, the smaller the pitch the better, and 8 millimeters, or even 6 millimeters, is currently the state of the art. 

“For us, we’re definitely seeing a lot of interest in the 8 millimeter pitch,” said Josh Brasher, president of EBSCO Sign Group, a manufacturer and seller of LED signage systems. (Watch my video interview with Brasher at this year’s ISA Sign Expo here.) “Traditionally, 8 millimeter has been what’s considered the top-end standard. There are some 6 millimeters that people are introducing into the market, but it’s not well-proven yet. So we feel 8 millimeter is the best out there right now.”

“Well-proven” simply means that they have not been on the market long enough for there to be accurate data on performance. 

What the smaller pixel pitch means is that LED signage is better for short-distance applications. A printed graphic that is meant to be viewed from only a few feet or inches away—like an art print or a retail display—needs to be printed at a higher resolution than a graphic that is meant to be viewed from hundreds of feet away, like a billboard. The same issue of apparent resolution applies to LED signage. An LED sign with a large pixel pitch needs to be viewed from some distance away so you can see a clear image and not just a bunch of flashing lights. As the pitch gets smaller, the sign can be moved closer with no loss of apparent resolution. 

There has also been a change in the diode itself. Older 10 millimeters and larger LEDs were arranged in what is called a “dual inline package” (DIP) and one of its disadvantages is that it is easy to discern the individual red, green and blue diodes. The industry has been transitioning to a surface mount diode (SMD), which packs the three component diodes closer together. An early drawback to SMD LEDs was that they were not as bright as DIP, which meant that they were unsuitable for daytime use. That has changed as the technology has improved.

“They’ve gotten the brightness level way up and have been able to keep the power consumption low,” Brasher said, “so the technology out there allows for a good brightness that lets an LED sign perform in the sun.”

LED brightness is measured in units called nits. One nit (nt) equals one candela per square meter (nit is believed to derive from the Latin nitere, to shine).

“Brightness is now over 8,000 nits, so we can put a sign outside, the sun can hit it, and everybody can still see it,” Brasher said, “and it gives a higher resolution than the traditional 10 millimeters.” 

LED ’Em In

Unless you were talking about very large spaces, like sports arenas, LED signage was not suitable for many indoor applications—until now. 

“We are seeing a huge uptick in projects in the interior space as more owners, developers, retailers, advertisers and other clients are utilizing the technology,” Helton said. 

In fact, they are starting to muscle in on applications that at one time would have been served by dynamic digital signage on LCD devices such as TVs.

“Most places are replacing their LCD televisions [with LEDs] because LCD televisions don’t have long life spans,” Brasher said, especially if they are left on 24/7.

EBSCO is currently working on a project for a car dealership that is swapping out its LCD signage with LEDs.

“As LEDs have become more affordable, it’s definitely the way to go because you get a lot more longevity out of them,” Brasher said. “You’ll start seeing them more and more in airports. The Atlanta airport has a lot right now.”

LCDs are also limited in terms of size; TVs can only get so big, whereas LED boards can be tiled seemingly ad infinitum. 

LED displays are also starting to replace high-end projectors, such as those found in movie theaters, churches and other public venues. And LED display installations don’t have to be permanent. Brasher said there is a lucrative business in companies renting LED displays for short periods of indoor use, such as a concert or other event.

Content, Again

One of the dominant issues that often arose when DDS was starting to become a force to be reckoned with in the sign and display world was creating content for it. Companies that were deploying DDS systems would often include a content management system that allowed end users to control and schedule their own content, be it a PowerPoint, AVI video or even link to stock tickers, weather reports and Twitter or other social media feeds. Content management for LED signage works basically the same way. EBSCO, for example, offers SignCommand, cloud-based content management for its LED signs, that can either use EBSCO’s stock or the end user’s own customized content.

“We have content that we’ve created that’s free to you when you buy a sign,” Brasher said, “but you also have the ability to create your own. If you want to use your own PowerPoint, create your own AVI animation files, that’s completely customizable. You can upload and then present your slides or your playlist. Your content can change as often as you want to change it and as much creation time as you want to put into it.” 

Any kind of image, video, animation, etc., can be piped to a LED sign. EBSCO’s Brasher feels that end users don’t utilize their signs enough from a content creation standpoint. “I think the number one most underutilized thing is people should use these more for advertising,” he says. “The church that has a sign, the school that has a sign, they could definitely be utilizing that more for advertising.” (Image courtesy EBSCO Sign Group).

New technologies are also taking LED signage beyond the traditional EMC or billboard—augmented and virtual reality could be coming to a LED display near you. 

“The hottest, eye-catching applications are ones that are immersive and in some cases interactive,” Helton said. “With increased flexibility and capability, the future of these digital display systems is in experiential applications where the viewer is immersed in the content. Given the blank-canvas nature of our medium, there aren’t many limits.”

LED signage is starting to be used in extremely creative and visually striking ways, such as this display SNA created for the Bank of Hawaii. (Image courtesy SNA Displays.)

One cutting-edge project that SNA Displays worked on was a large video wall in the lobby of Salesforce’s San Francisco headquarters—a 107-foot-long, flush-mounted wall that contours around multiple elevator entrances. The content features beautiful, life-sized nature scenes.

“This project kind of represented a watershed moment in the digital display industry, as people really saw how amazing and beautiful digital signage could be in a non-traditional space like a corporate lobby with the right technology and content,” Helton said. “The effect is a startling, immersive experience that begins when you walk in the door. It’s truly a trend-setting application.”

LED display that SNA Displays installed in the lobby of Salesforce’s San Francisco headquarters. (Image courtesy SNA Displays.)

Reading the Signs

Only a scant few providers of printed and traditional signage have ventured into dynamic digital signage, despite opportunities to be had in those kinds of deployments. There are opportunities in LED signage, but a wide-format or traditional signage shop is not going to start manufacturing or installing LED panels. Rather, the opportunity lies in working with a company like EBSCO or SNA Displays. 

“For us, the business model is we sell the complete sign,” Brasher said. “We work with you on what you want the sign to be. We are a true consultative sales organization that goes through where the sign is going to be located. What’s the traffic pattern? What's the speed at which viewers drive by? We put you into the right size sign based on that information.” 

LED signmakers can work with end users or they can work through traditional sign shops. As always, caveat emptor. 

“It’s vitally important for any purchaser of LED signage to find a company they can trust to guide them through the process of procuring large-format digital signage,” Helton said. “Low-end and white-label companies have flooded the market to get a piece of the pie, and as a result many customers wind up with a product that is low-quality or not adequately supported. So the absolute best practice is to find an expert with a solid reputation.” 

As LED signage comes down in price and increases in visibility and application, at least having enough knowledge to be dangerous is increasingly a must for any provider of sign and display graphics.