Impressions - April 2020 - 29
Wide-format printers
Drawdown
are relatively
bars and
new,
opacity cards help
but the diversity
printers
of materials
determine
on which
the degree
theyof opacity loss
can print can open
whenupusing
a number
soft-hand
of potential
extenders. Shown is
new business lines.
a comparison of a gray ink cut 50% (left)
compared to the standard, uncut ink (right).
as critical. There are two primary types of adhesive compositions:
water and solvent, with either being the diluting agent.
Digital-Signage Systems
There was confusion about what to call the digital-signage industry
in its early days: place-based advertising, screen networks, digital
out-of-home, etc. With the industry's proliferation and growth, the
definition now is broad and widely used. Digital signage is used to
display various types of multimedia content in a variety of settings.
Typically printed on paper, signs convey all kinds of information:
advertising, wayfinding, news and more. If paper is replaced by television screens that are networked and electronically connected to a
central server while displaying digital information, new creative and
business possibilities can emerge.
Benefits include content that can be targeted to the specific audiences, animated and updated in real time. Additionally, the content's
playback can be influenced by things like artificial intelligence, other
digital devices or data analytics. This is the essence of digital signage:
disrupting traditional paper signage to drive engagement.
It all starts with two basic questions: What is the business or communications opportunity you've identified? What is the ideal outcome
of deploying the new digital-signage network? If the answers aren't
initially clear, build consensus and alignment before proceeding. These
and other goals of a proposed network will provide a framework for
more effective planning and an easier deployment and operational
strategy when they are agreed upon and properly resourced, both
with people and capital.
Goals change based on the signage type and overall content strategy. Whether it's selling more products, informing guests or educating
employees, some goals could be very simple - promoting daily specials and increasing sales, for example. Such goals are easy to track:
Did sales of the advertised products increase?
Others can be challenging to measure, especially when it involves
simply involves informing an audience. For example, if your goal is
to inform employees about an upcoming healthcare meeting, measurement may not be needed. Simply ensuring the announcement
graphic is posted on schedule achieves the goal. Analytics tools can
be as simple as tracking sales improvements, or as complex as camera
systems tracking the length of time viewers watch a screen.
There are two broad digital-signage categories: informational and
Get Up to Speed
Need to learn more about the sign, graphics
and digital-communications industry? Online learning from the International Sign
Association (ISA) can provide everything
from introductory overviews to in-depth
and highly technical skills.
More than 70 online-learning courses are
available in digital signage, vehicle
wrapping, printing and general business
principles. Learn more at signs.org/online.
advertising. Informational screens include digital bulletin boards,
menus, wayfinding, donor walls, event listings, traffic screens and
news/weather/sports displays. Advertising screens include digital
posters and billboards, video walls and experiential/interactive screens.
Understanding digital signage can make a big difference when
choosing technology like content-management software (CMS).
Some CMS options may include tracking features, an important
consideration if the sign's primary goal is advertising. Content management can create repeat business, but content is evolving with
more complex, data-driven applications instead of simple slide shows.
Content also is evolving, with programming and audio-visual
technology available that automates messaging and improves relevance.
Programmers use data from various sources and predictive analytics to ensure the message is relevant to the viewer, place and situation. For example, if weather data predicts rain, umbrella ads can be
automatically displayed.
The sign, graphics and visual-communications industry is expanding into plenty of new, high-growth avenues. If you want to explore
more, the information is available to help you maximize these opportunities.
Sandy Smith writes for the International Sign Association (ISA), the on-premise
sign, graphics and visual-communications industry's leading association.
Learn more about ISA at signs.org or signsexpo.org.
APRIL 2020
26-29_IMP_0420_Signs_Feature 29
P.29
3/18/20 8:13 PM
http://www.signs.org/online
https://www.signexpo.org/
http://www.signs.org
Impressions - April 2020
Table of Contents for the Digital Edition of Impressions - April 2020
Impressions - April 2020
First Impressions
From the Show Director
Overheard
First Look
Expo Scene
The Gameplan for Athletic Wear
Call of the Wild (Patterns)
Signs of the Times
Shop Talk
Embroidery Design & Digitizing
Screen Printing Production
Sublimation
Heat Printing
Ad Index/Classifieds
On Design
Impressions - April 2020 - Intro
Impressions - April 2020 - CT1
Impressions - April 2020 - CT2
Impressions - April 2020 - Impressions - April 2020
Impressions - April 2020 - Cover2
Impressions - April 2020 - 1
Impressions - April 2020 - 2
Impressions - April 2020 - 3
Impressions - April 2020 - 4
Impressions - April 2020 - 5
Impressions - April 2020 - First Impressions
Impressions - April 2020 - 7
Impressions - April 2020 - From the Show Director
Impressions - April 2020 - Overheard
Impressions - April 2020 - 10
Impressions - April 2020 - 11
Impressions - April 2020 - 12
Impressions - April 2020 - First Look
Impressions - April 2020 - 13A
Impressions - April 2020 - 13B
Impressions - April 2020 - 14
Impressions - April 2020 - Expo Scene
Impressions - April 2020 - The Gameplan for Athletic Wear
Impressions - April 2020 - 17
Impressions - April 2020 - 18
Impressions - April 2020 - 19
Impressions - April 2020 - 20
Impressions - April 2020 - 21
Impressions - April 2020 - Call of the Wild (Patterns)
Impressions - April 2020 - 23
Impressions - April 2020 - 24
Impressions - April 2020 - 25
Impressions - April 2020 - Signs of the Times
Impressions - April 2020 - 27
Impressions - April 2020 - 28
Impressions - April 2020 - 29
Impressions - April 2020 - Shop Talk
Impressions - April 2020 - 31
Impressions - April 2020 - Embroidery Design & Digitizing
Impressions - April 2020 - 33
Impressions - April 2020 - 34
Impressions - April 2020 - 35
Impressions - April 2020 - Screen Printing Production
Impressions - April 2020 - 37
Impressions - April 2020 - 38
Impressions - April 2020 - 39
Impressions - April 2020 - Sublimation
Impressions - April 2020 - 41
Impressions - April 2020 - 42
Impressions - April 2020 - 43
Impressions - April 2020 - Heat Printing
Impressions - April 2020 - 45
Impressions - April 2020 - 46
Impressions - April 2020 - Ad Index/Classifieds
Impressions - April 2020 - On Design
Impressions - April 2020 - Cover3
Impressions - April 2020 - Cover4
Impressions - April 2020 - ISS1
Impressions - April 2020 - ISS2
Impressions - April 2020 - ISS3
Impressions - April 2020 - ISS4
Impressions - April 2020 - ISS5
Impressions - April 2020 - ISS6
https://www.nxtbook.com/emerald/impressions/20240809
https://www.nxtbook.com/emerald/impressions/20240809S
https://www.nxtbook.com/emerald/impressions/20240506
https://www.nxtbook.com/emerald/impressions/202404S
https://www.nxtbook.com/emerald/impressions/202404
https://www.nxtbook.com/emerald/impressions/202403
https://www.nxtbook.com/emerald/impressions/20240102
https://www.nxtbook.com/emerald/impressions/202312
https://www.nxtbook.com/emerald/impressions/20231011
https://www.nxtbook.com/emerald/impressions/20230809
https://www.nxtbook.com/emerald/impressions/2023
https://www.nxtbook.com/emerald/impressions/20230506
https://www.nxtbook.com/emerald/impressions/202304
https://www.nxtbook.com/emerald/impressions/202303
https://www.nxtbook.com/emerald/impressions/20230102
https://www.nxtbook.com/emerald/impressions/202212
https://www.nxtbook.com/emerald/impressions/20221011
https://www.nxtbook.com/emerald/impressions/20220809
https://www.nxtbook.com/emerald/impressions/20220506
https://www.nxtbook.com/emerald/impressions/202204
https://www.nxtbook.com/emerald/impressions/202203
https://www.nxtbook.com/emerald/impressions/20220102
https://www.nxtbook.com/emerald/impressions/202112
https://www.nxtbook.com/emerald/impressions/20211011
https://www.nxtbook.com/emerald/impressions/DigitalDecorator_2021
https://www.nxtbook.com/emerald/impressions/20210809
https://www.nxtbook.com/emerald/impressions/teamactivewear_2021
https://www.nxtbook.com/emerald/impressions/202106
https://www.nxtbook.com/emerald/impressions/202105
https://www.nxtbook.com/emerald/impressions/imp_0421_digital
https://www.nxtbook.com/nxtbooks/impressions/202103
https://www.nxtbook.com/nxtbooks/impressions/20210102
https://www.nxtbook.com/nxtbooks/impressions/202012
https://www.nxtbook.com/nxtbooks/impressions/dd_fall2020
https://www.nxtbook.com/nxtbooks/nxtbook_bhtest/impwessons
https://www.nxtbook.com/nxtbooks/impressions/20201011
https://www.nxtbook.com/nxtbooks/impressions/202009
https://www.nxtbook.com/nxtbooks/impressions/teamactive_2020fall
https://www.nxtbook.com/nxtbooks/impressions/202008
https://www.nxtbook.com/nxtbooks/impressions/20200607
https://www.nxtbook.com/nxtbooks/impressions/202005
https://www.nxtbook.com/nxtbooks/impressions/dd_2020
https://www.nxtbook.com/nxtbooks/impressions/202004
https://www.nxtbook.com/nxtbooks/impressions/202003
https://www.nxtbook.com/nxtbooks/impressions/202002
https://www.nxtbook.com/nxtbooks/impressions/202001
https://www.nxtbook.com/nxtbooks/impressions/201912
https://www.nxtbook.com/nxtbooks/impressions/dd_2019
https://www.nxtbook.com/nxtbooks/impressions/201910
https://www.nxtbook.com/nxtbooks/impressions/201909
https://www.nxtbook.com/nxtbooks/impressions/teamactive_2019fall
https://www.nxtbook.com/nxtbooks/impressions/201908
https://www.nxtbook.com/nxtbooks/impressions/20190607
https://www.nxtbook.com/nxtbooks/impressions/201905
https://www.nxtbook.com/nxtbooks/impressions/201904
https://www.nxtbook.com/nxtbooks/impressions/201903
https://www.nxtbook.com/nxtbooks/impressions/teamactive_2019spring
https://www.nxtbook.com/nxtbooks/impressions/201902
https://www.nxtbook.com/nxtbooks/impressions/201901
https://www.nxtbook.com/nxtbooks/impressions/201812
https://www.nxtbook.com/nxtbooks/impressions/dd_2018
https://www.nxtbook.com/nxtbooks/impressions/201810
https://www.nxtbook.com/nxtbooks/impressions/201809
https://www.nxtbook.com/nxtbooks/impressions/teamspirit_2018fall
https://www.nxtbook.com/nxtbooks/impressions/201808
https://www.nxtbook.com/nxtbooks/impressions/201806
https://www.nxtbook.com/nxtbooks/impressions/201805
https://www.nxtbook.com/nxtbooks/impressions/201804
https://www.nxtbook.com/nxtbooks/impressions/201803
https://www.nxtbook.com/nxtbooks/impressions/teamspirit_2018spring
https://www.nxtbook.com/nxtbooks/impressions/201802
https://www.nxtbook.com/nxtbooks/impressions/201801
https://www.nxtbook.com/nxtbooks/impressions/201712
https://www.nxtbook.com/nxtbooks/impressions/201710
https://www.nxtbook.com/nxtbooks/impressions/201709
https://www.nxtbook.com/nxtbooks/impressions/201708
https://www.nxtbook.com/nxtbooks/impressions/teamspirit_2017fall
https://www.nxtbook.com/nxtbooks/impressions/20170607
https://www.nxtbook.com/nxtbooks/impressions/201705
https://www.nxtbook.com/nxtbooks/impressions/201704
https://www.nxtbook.com/nxtbooks/impressions/201703
https://www.nxtbook.com/nxtbooks/impressions/teamspirit_2017spring
https://www.nxtbook.com/nxtbooks/impressions/201702
https://www.nxtbook.com/nxtbooks/impressions/201701
https://www.nxtbook.com/nxtbooks/impressions/sportsfanretailer
https://www.nxtbook.com/nxtbooks/impressions/201612
https://www.nxtbook.com/nxtbooks/impressions/201610
https://www.nxtbook.com/nxtbooks/impressions/201609
https://www.nxtbook.com/nxtbooks/impressions/201608
https://www.nxtbook.com/nxtbooks/impressions/teamspirit_2016fall
https://www.nxtbook.com/nxtbooks/impressions/20160607
https://www.nxtbook.com/nxtbooks/impressions/201605
https://www.nxtbook.com/nxtbooks/impressions/201604
https://www.nxtbook.com/nxtbooks/impressions/201603
https://www.nxtbook.com/nxtbooks/impressions/teamspirit_2016spring
https://www.nxtbook.com/nxtbooks/impressions/201602
https://www.nxtbook.com/nxtbooks/impressions/201601
https://www.nxtbook.com/nxtbooks/impressions/sportsfanretailer_201512
https://www.nxtbook.com/nxtbooks/impressions/201512
https://www.nxtbook.com/nxtbooks/impressions/digitaldecorator_2015fall
https://www.nxtbook.com/nxtbooks/impressions/201510
https://www.nxtbook.com/nxtbooks/impressions/201509
https://www.nxtbook.com/nxtbooks/impressions/201508
https://www.nxtbook.com/nxtbooks/impressions/teamspirit_2015fall
https://www.nxtbook.com/nxtbooks/impressions/20150607
https://www.nxtbook.com/nxtbooks/impressions/digitaldecorator_2015summer
https://www.nxtbook.com/nxtbooks/impressions/sportsfanretailer_201506
https://www.nxtbook.com/nxtbooks/impressions/201504
https://www.nxtbook.com/nxtbooks/impressions/201503
https://www.nxtbook.com/nxtbooks/impressions/teamspirit_2015spring
https://www.nxtbook.com/nxtbooks/impressions/201502
https://www.nxtbook.com/nxtbooks/impressions/201501
https://www.nxtbook.com/nxtbooks/impressions/sportsfanretailer_201412
https://www.nxtbook.com/nxtbooks/impressions/201412
https://www.nxtbook.com/nxtbooks/impressions/201410
https://www.nxtbook.com/nxtbooks/impressions/sportsfanretailer_2014fall
https://www.nxtbook.com/nxtbooks/impressions/201409
https://www.nxtbook.com/nxtbooks/impressions/201408
https://www.nxtbook.com/nxtbooks/impressions/teamspirit_2014fall
https://www.nxtbook.com/nxtbooks/impressions/digitaldecorator_2014summer
https://www.nxtbook.com/nxtbooks/impressions/20140607
https://www.nxtbook.com/nxtbooks/impressions/sportsfanretailer_2014spring
https://www.nxtbook.com/nxtbooks/impressions/201404
https://www.nxtbook.com/nxtbooks/impressions/201403
https://www.nxtbook.com/nxtbooks/impressions/teamspirit_2014spring
https://www.nxtbook.com/nxtbooks/impressions/201402
https://www.nxtbook.com/nxtbooks/nielsen/impressions_201401
https://www.nxtbook.com/nxtbooks/nielsen/impressions_sportsfanretailer_201312
https://www.nxtbook.com/nxtbooks/nielsen/impressions_201312
https://www.nxtbook.com/nxtbooks/nielsen/impressions_20131011
https://www.nxtbook.com/nxtbooks/nielsen/impressions_201309
https://www.nxtbook.com/nxtbooks/nielsen/impressions_201308
https://www.nxtbook.com/nxtbooks/nielsen/impressions_teamspirit_2013fall
https://www.nxtbook.com/nxtbooks/nielsen/impressions_20130607
https://www.nxtbook.com/nxtbooks/nielsen/impressions_201304
https://www.nxtbook.com/nxtbooks/nielsen/impressions_201303
https://www.nxtbook.com/nxtbooks/nielsen/impressions_teamspirit_2013spring
https://www.nxtbook.com/nxtbooks/nielsen/impressions_201302
https://www.nxtbook.com/nxtbooks/nielsen/impressions_201301
https://www.nxtbook.com/nxtbooks/nielsen/impressions_201212
https://www.nxtbook.com/nxtbooks/nielsen/impressions_20121011
https://www.nxtbook.com/nxtbooks/nielsen/impressions_teamspirit_2012fall
https://www.nxtbook.com/nxtbooks/nielsen/impressions_20120809
https://www.nxtbook.com/nxtbooks/nielsen/impressions_20120607
https://www.nxtbook.com/nxtbooks/nielsen/impressions_201204
https://www.nxtbook.com/nxtbooks/nielsen/impressions_201203
https://www.nxtbook.com/nxtbooks/nielsen/impressions_teamspirit_2012spring
https://www.nxtbook.com/nxtbooks/nielsen/impressions_201202
https://www.nxtbook.com/nxtbooks/nielsen/impressions_201201
https://www.nxtbook.com/nxtbooks/nielsen/impressions_201112
https://www.nxtbook.com/nxtbooks/nielsen/impressions_20111011
https://www.nxtbook.com/nxtbooks/nielsen/impressions_20110809
https://www.nxtbook.com/nxtbooks/nielsen/impressions_teamspirit_2011fall
https://www.nxtbook.com/nxtbooks/nielsen/impressions_20110607
https://www.nxtbook.com/nxtbooks/nielsen/impressions_201104
https://www.nxtbook.com/nxtbooks/nielsen/impressions_201103
https://www.nxtbook.com/nxtbooks/nielsen/impressions_teamspirit_2011spring
https://www.nxtbook.com/nxtbooks/nielsen/impressions_201102
https://www.nxtbook.com/nxtbooks/nielsen/impressions_201101
https://www.nxtbook.com/nxtbooks/nielsen/impressions_sourcebook2010
https://www.nxtbook.com/nxtbooks/nielsen/impressions_20101112
https://www.nxtbook.com/nxtbooks/nielsen/impressions_20100910
https://www.nxtbook.com/nxtbooks/nielsen/impressions_teamspirit_2010fall
https://www.nxtbook.com/nxtbooks/nielsen/impressions_20100708
https://www.nxtbook.com/nxtbooks/nielsen/impressions_201004
https://www.nxtbook.com/nxtbooks/nielsen/impressions_teamspirit_2010winter
https://www.nxtbook.com/nxtbooks/nielsen/impressions_201003
https://www.nxtbook.com/nxtbooks/nielsen/impressions_201002
https://www.nxtbook.com/nxtbooks/nielsen/impressions_200909
https://www.nxtbook.com/nxtbooks/nielsen/impressions_eco_2009fall
https://www.nxtbook.com/nxtbooks/nielsen/impressions_teamspirit_2009fall
https://www.nxtbook.com/nxtbooks/nielsen/impressions_200910
https://www.nxtbook.com/nxtbooks/nielsen/impressions_20091112
https://www.nxtbook.com/nxtbooks/nielsen/impressions_sourcebook_200906
https://www.nxtbook.com/nxtbooks/nielsen/impressions_201001
https://www.nxtbookmedia.com