Exretis Almo logo
Exretis Almo logo

Best Practices for Menu Board System Design

by | Sep 13, 2019 | Digital Menu Boards, Digital Signage, Pro Displays

Alan Brawn, an AV industry veteran with experience spanning over 3 decades including management of a Pro AV systems integration company for 7 years, and one of the founding members of Hughes-JVC back in the early 1990s knows something about QSRs and Menu Boards. He is a recognized author for leading AV industry magazines such as Systems Contractor News, AV Technology, Digital Signage Magazine, and Rental & Staging, and we’re excited to share his take on the current state of the industry.  Read on to see his latest contribution to Commercial Integrator Magazine, where he did a deep dive with Almo’s own Jim Nista on content creation and what works and what doesn’t.

Integrators should recognize the significant demand for digital menu boards – and then acknowledge there’s a lot to learn to deliver them effectively.

by Alan Brawn

IN THE EVER-EXPANDING REACH of digital signage, retail- and food-related enterprises dominate in market share. Both retail and food services take special advantage of the major benefits of digital signage. They use variations of digital signage communication to enhance the viewing experience, modify viewer behavior, and promote their proprietary calls to action.

The intended consequence of this is to promote customer loyalty and repeat business and show differentiation in a concerted effort to stem the flow of commoditization and the appearance of sameness. Nowhere is this more evident than in quick serve restaurants (QSR) and convenience stores. One of the most popular “go-to” solutions in those niches is the incorporation of digital menu boards.

As with most digital signage, menu boards appear quite simple on the surface. It seems that all you need to do is put up a display and a list of menu items and call that job complete. Well, not so fast. There is much more involved in the area of menu boards than first meets the eye. With the expanding competition in the food industry and especially in quick serve restaurants, this whole menu board “thing” can be an existential issue.

A report by the prepared food industry shows that 60% of restaurants do not make it past the first year and 80% go under in five years. Did you know that the average person makes more than 200 decisions about food every day, many for them unconsciously? Research shows that 74% of customers say an easy to read menu is a top priority and 30% of customers say digital signage influenced an unplanned purchase. Statistics also show viewers spend 30% more time looking at digital signage compared to static signs.

Image by LG via LG Website

Gauntlet Is Thrown: Maximize Digital Menu Board Experience

We have all seen digital menu boards but what stands out is their varying degree of success. A group of subject matter experts out of the QSR industry estimates that more than 60% of today’s digital menu boards are done wrong. Here are some of the most common mistakes:

  • Poor design, use of space, and too much information on screen
  • Poor legibility
  • Using a monotonous static image
  • Excessive animation where items disappear before viewer can decide › Text-only menus that are easy to ignore
  • Looking continuously the same with little attempt at a refresh
  • Poor salesmanship on best sellers

All this being said, I want to share more about digital menu boards beyond statistics and bullet points. I wanted to explore best practices, so I went to Jim Nista, the senior director of content services for Almo. He is recognized as one of the best of the best in this area and teaches extensively on the topic. Since Nista co-teaches the Digital Content and Media Expert (DCME) certification for the industry it came as no surprise that he said, “It all starts with a content creation strategy.” Of course, if we fail to plan then we plan to fail… but Nista pointed out a key question that sets the tone for what is to come. How often will the content need to be updated? The answer will impact the design, how the content will be created, by whom and in what format, and ultimately the budget.

Depending upon the frequency of updating, Nista suggests, “If there are frequent changes you may want to use an HTML platform like Google Sheets. This is fast and inexpensive but can be limiting in design choices. The other choice is referred to as free form. This utilizes a graphic designer and offers true design flexibility but is more costly. Think of this as a template versus custom graphics consideration.”

Nista notes that where budgets permit, the trend is for free form where menu real estate is not constrained by a grid or a template.

This can provide a unique approach and stand out with consumers, and be more interesting and engaging. Both approaches, templated or free form, can be done in-house or outsourced.

Most often the size of the company, how often the content needs to be updated, and budget will dictate what path to take.

Understanding Digital Menu Board Objectives

The digital menu board should be designed to enhance the viewing experience as well as modify viewer behavior as they respond to a call to action but there are two other objectives that relate directly to QSRs and food services. The content needs to help the viewer decide and make a choice and do so in a more expeditious manner. If done properly this improves customer flow. In sit-down restaurants they call this “turning over the tables more quickly.”

Nista provided his short list of design elements to keep in mind:

  • Know the viewer and design for them.
  • Keep it simple; too many items and options end up being confusing.
  • Legibility is key. Font choice and size determine readability.
  • Beware of distractions. Focus on what you want the viewer to decide upon.
  • Too many zones can distract, but doing “specials” can be helpful to the company and the viewer.
  • If it is a fixed menu don’t scroll or animate. People take time to decide and if the menu scrolls too quickly, then they don’t have that time.
  • Video if done right can lead the viewer’s eye. It can give subtle clues and help make decisions fast. But if not done right it can be a distraction.
  • Locate menu boards carefully and be easily visible but avoid impeding traffic flow.

We all know that the retail and restaurant industry is highly competitive, and unless you have a unique selling proposition, chances are you will have trouble standing out from the crowd. The current state of the industry is driving restaurant owners to look for ways to set themselves apart from the fierce competition. Many are implementing digital menu boards, which is a step in the right direction,but as one expert told me, “some of these menu boards suck!”

What we know is that simply upgrading from static menu boards to digital menu boards is not enough on its own. More effort needs to be put into the content strategy and design of these menu boards in order to drive sales, engage with customers, and enhance their in-venue experience. If properly planned, designed, and implemented, digital menu boards can tip the scale in a restaurant’s favor.

ALAN C. BRAWN CTS, ISF, ISF-C, DSCE, DSDE. DCME, is the principal of Brawn Consulting.

To work with Jim’s team on creating content for your QSR and menu board projects reach out to our Content Services Business Development Manager Todd Heberlein today.

LG Brings the “WOW” Factor at IC19

by | Jul 11, 2019 | Digital Signage, Uncategorized

Just about halfway through another year and one more InfoComm is in the books.  Since my start in the industry in 2003, I’ve approached the InfoComm show with various emotions – excitement, trepidation, anticipation, and some years even some dread.  Each year, I’ve come out the other side finding something at the show that I’ve enjoyed, and have even been impressed at the creativity of various manufacturers.   However, it has been quite a while since I’ve walked away from a manufacturer’s booth saying “Wow, that was truly awesome.”  No matter how big a display gets, it’s still just a display – and no matter how much you want it in your front room, it’s not going to keep you engaged on a trade show floor.

The LG booth at InfoComm 2019 was a refreshing change. Sure, they still had the obligatory large display, but even that threw me a curve.  Not only did they have an 88” OLED display with 8K resolution, but the panel was being used as the actual speaker.  Not a rear firing speaker like we’ve all come to expect, but the glass on the display vibrated with sound.   Not something I’d want to test the audio limits on.

The 8K display was almost lost in the other innovative and engaging attractions.  The biggest of which was the incredible curved video wall that created a cove like effect.  The content that LG used, consisting of various outdoor scenes, made you feel engulfed in the experience.  I wasn’t fortunate enough to go to the ISE show in Amsterdam, but I understand that the LG curved wall at the show was even more impressive there than at InfoComm.  I would have a difficult time believing it, if it weren’t for the video proof.

After I pulled myself away from the curved video wall, I could see other locations they’ve used the curved OLED displays in real world applications, such as inset curved corners on walls, providing the end user and integrator with some great inspiration for future projects.

The second attraction that caught my attention was the portrait, 2×2 video wall made from transparent OLED displays.  The content would appear and flow, allowing you glimpses of the retail product behind the displays, keeping you transfixed on seeing more, and providing an excellent way to engage the retail customer.

Overall, LGs continued innovation of new and exciting products has made their InfoComm booth as much of an attraction as it is a business destination.

Todd Heberlein
888-420-2566 x6205  |  [email protected]

Getting “Schooled” on Outdoor Digital Signage with LG

by | Jun 21, 2019 | Digital Signage, Uncategorized

We all want our kids to “survive and thrive.” And like most parents, we all want to be involved in our children’s lives.  When is the last time you got “schooled” on LG Outdoor Displays?

LG Outdoor displays provide outstanding visibility with high a great brightness of 2,500 cd.m2.  The LG XS Series clearly delivers content and attracts public attention.  Isn’t that the ultimate reason for outdoor display visibility?

How many times has this happened to you?   You are sitting in your living room and your child exclaims” “Hey guys, I have a band concert tomorrow night” or “Are you coming to my football game Saturday morning”  Or my personal favorite “ I need a dress for the school dance in three days.”

More and more schools are turning to outdoor displays to communicate school news and activities.  No longer do notifications show up via snail mail.  Outdoor signage is not only a more viable solution for them, but for you as well.

The exchange of information is available in high bright technology every time you drive past the school.  Now the tables can turn…. “Hey, I saw on the school digital signage you have a football game Friday night.”

What a great selling point to pitch to your resellers.  The education season is upon us so what better time to get “schooled” on outdoor signage by LG.

Wherever digital signage is used the goal is the same – to attract attention, engage the audience and get them to take action. Here are a half of dozen guidelines that should have you well on your way to a successful digital signage deployment:

1) Make it Accessible – Place your digital signage at eye level and viewable from different angles so people can get close enough to scan QR codes and read the message comfortably.

2) Enhance Your Appearance – Your signage content is your brand’s face to the world. Make it visually appealing with a simple message, and use moving images and graphics to make it interesting.

3) Keep it Legible – Use an easy-to-read typeface. Bold-face sans-serif fonts such as Arial, Helvetica or Verdana will read easily at a glance if the font is large enough. Test your font size at the distance your signage is most likely to be read. A general rule is one inch of text height for every 10 feet.

4) Cut the Copy – Keep your message as concise as possible. The 3×5 Rule can be effective: limit the amount of text on your display to three lines, each with five words or less, or five lines of three words or less.

5) Keep it Fresh – No matter how eye-catching your content looks, it will eventually go unnoticed out of familiarity. Consider the demographics and the time of day and change content accordingly.

6) Call Viewers to Action – If you want your viewers to do something, make sure your call to action is short and specific. Leave the CTA on the screen the whole time, or show it several times as the content rotates.

One of LG’s most popular series in the XS2E Series – available in various sizes through ALMO.

55XS2D 55” FHD Outdoor Signage

Key Features include:

  • High Brightness
  • Visible with Polarized Sunglasses
  • Fan-less Design
  • High Performance with WEBOS
  • Smart Brightness Control

We are your destination for professional display solutions.

Corinne O’Rawe
888-420-2566 x6220  |  [email protected]

LESS IS MORE. ONE SECRET TO ALMO PRO AV’S SUCCESSFUL 10 YEARS.

by | Jun 3, 2019 | Digital Signage, Events, Pro Displays, Projectors, Video Walls

As Almo Professional AV prepares to celebrate 10 years in operation as business unit of Almo Corporation I feel grateful and proud to be part of this great organization. Looking back to 2009, at the origination of the division we had no vendor partners and no customers while today we have thousands of loyal customers and amazing partnerships with approximately 50 of the most desired manufacturers in the industry.

While many key factors have contributed to our mutual success with our customers and vendor partners, one key driver is our intentional strategy to keep our line card relatively narrow and focused compared to other distribution companies. When it comes to displays and projectors we aim to partner with a wide range of vendors to support the demand in the marketplace, however in other product categories we have chosen to partner with only a small number of manufacturers that we feel to be the best in class. This strategy has helped Almo to remain important to our existing partners as well as enabled us to better support a more narrow set of vendors.

With this, you won’t see very many new vendor partnerships announced by Almo each year.   However, when it makes sense for a new partnership in the eyes of Almo and the potential vendor and we feel the partnership will bring value to our loyal customers then we will move forward with a new product offering.   The last six to nine months we have found ourselves in a situation where there were several new partnerships taking place including D-Link, Ecler, VDO360, and Vivitek.

If you have had the opportunity to attend any of our recent E4 Experience events you likely heard our keynote speaker Gary Kayye talking about the emergence of AV over IP solutions. If you think about it, all sorts of professional A/V products now have a network port and can live on an IP network. The addition of D-Link now gives our customers the ability to include the networking solutions (i.e. switches, wireless routers, etc.) along with the rest of the gear they are sourcing from Almo for their given project.

Ecler, while probably not a familiar name to you here in the United States has been providing high quality commercial audio solutions in Europe for over 50 years. Through our partnership as the exclusive distributor in the United States Almo can offer our customers high quality proven products including loudspeakers, amplifiers, DSP, mixers & more at competitive pricing all while helping dealers to maintain healthy margins on their projects.

When it comes to soft codec based video conferencing, Zoom has taken the world by storm so it’s only natural that manufacturers are offering products that integrate with soft codec platforms. One of the challenges is including different components from different vendors that may or may not be tested or certified by Zoom potentially leading to support issues post installation.   One of the things that attracted us to VDO360 was their single SKU, single box ZoomRoom kit that includes the camera, audio conferencing, PC, tablet controller and all required cabling, leaving out only the display.

While we were already well served with our existing projector manufacturer relationships, the addition of Vivitek adds a little more depth to our line up and will provide our customers with quality projector hardware at price points that may have not been previously available, with strong programs to enhance dealer’s margins.

Please visit www.almoproav.com or contact your Almo Account Manager for additional details on these solutions. Next stop, InfoComm 19.  Register with code ALM123 for a free pass.

The “10-Foot Rule” and Other Viewing Distance Considerations

by | Nov 26, 2018 | Digital Signage, Pro Displays, Retail, Video Walls

I was recently asked my opinion on guiding principles for content prepared for close-up viewing versus long distance.  My immediate response was that there was a category missing there.  The Almo Content Design team looks at viewing distance as three different categories, not two.  We design for 3 feet/1 meter for close up viewing screens, such as wayfinders, 10 feet/3 meters on informational screens and greater than that for retail/outdoor.

The “10-Foot Rule” demands legibility and clarity to ensure content at a distance is delivered accurately within the moments it takes for a simple glance.  When my team works on informational screens such as menu boards or employee communication screens this is an important consideration that will drive font and icon sizing, color contrast and animation principles.  We are careful to use timelines instead of cramming the screen with too much at once.  In fact, our mantra is “less is always more when it comes to design on informational screens.”

When you’re working on content for touchscreens, design principles follow mobile app design guidelines.  Consistency within the overall user interface (UI) becomes extremely important.  Every day we all interact with a touch screen UI that breaks consistency rules.  For example, an ATM where the “OK” button changes location from prompt to prompt not only confuses the viewer, it slows the interaction.

For larger screens, especially outdoor, the rule tightens.  The message must be legible, of course, but more importantly it must be concise.  The “5-Second Rule” isn’t really five seconds anymore – it’s less.  Color, contrast and concise messaging become key.

Do you have any “rules” you follow when determining your digital signage designs?  

Leave me a comment and let’s start a conversation.  And stay tuned for more of my expert advice as I come back each month with a brief thought on a single aspect of digital signage.

8K Displays… So What’s the Buzz?

by | Oct 30, 2018 | Digital Signage, Government, Healthcare, Pro Displays, Retail

You’ve heard the buzz about 8K display technology. But what is it about these displays that make them ideal for commercial settings?

According to research firm, IHS Markit, as the demand for super-large TV displays grow, the need for higher resolution is set to increase, with 8K displays expected to make up about nine percent of the 60-inch and larger display market by 2020.

So what’s the hype about 8K Ultra HD technology? If you stand close to a Full HD monitor, you can distinguish individual pixels. By comparison, the pixels on an 8K Ultra HD screen are not visible to the naked eye. 8K technology results in images that are so realistic and with such a sense of depth that it feels as if objects aren’t just on the screen but are actually real!

8K technology vividly reproduces every last detail beyond the perception of the human eye. In academic fields, it allows for the enlargement of fine art images, artifacts or architectural structures. In other words, viewers are able to see details that would normally be invisible.

Here are the top three benefits of 8K Ultra HD Technology in commercial environments:

  • Higher resolution. The 33 million pixels packed into the 7,680 x 4,320-resolution panel result in screen resolution that is 16 times higher than full HD. This allows you to actually feel the presence of stunningly realistic on-screen images.
  • Images come to life in vivid color. The color-processing technologies support a wide range of color expression along with faithful color mapping on the display. The rich color palette of an 8K monitor adds depth to the content and brings the entire screen to life.
  • Superb image quality via 8K upscaling. Using on-board processing technology allows both 4K Ultra HD and Full HD content to be upscaled to 8K resolution. This means slideshows, videos, images and text can now be rendered with a new level of detail and realism.

Professional AV uses for 8K displays are broad, however, here are some of the most ideal applications:

  • Government: Homeland security and other surveillance videos can be viewed in much greater detail due to the amount of color and pixels in an 8K image.
  • Retail: The amount of detail that can be shown on a particular item – be it the finest details of a diamond ring or the threading on that beautiful sweater – makes it easier for the consumer to get a clear view of their potential purchase. It also allows the retailer to promote the quality of a particular item.
  • Broadcast: Because 8K has such a high resolution, a football game or other sporting event can be shot with a wide-angle view in 8K, then the broadcaster can zoom into quadrants with each one in 4K.
  • Healthcare: Medical diagnostic imaging and endoscopic surgical procedures, for example, can now be viewed more clearly and in greater detail, which helps advance medical care and improve patient outcome.

The newest 8K display to hit the market is the Sharp 8K Ultra HD 70-inch LCD monitor, the 8M-B70AU, which is NOW AVAILABLE through Almo Professional A/V! Ask your Almo rep about a $200 reseller spiff on this display and visit https://www.almoproav.com/sharp for more information on Sharp solutions.

Pin It on Pinterest