Understanding
LED signage
Q&A with Mike Bluhm of Watchfire
By Marie Fennema
Images coutesy of Watchfire
Understanding
LED signage
Q&A with Mike Bluhm of Watchfire
By Marie Fennema
As implementation of LED signage continues to rise, now is the time for sign shops of all sizes to take advantage of this opportunity and dive into the digital display market.
We talked with Mike Bluhm, sales director of Watchfire, to get an inside perspective on this subsection of lighted signage.
Q: What makes LED signage different from other lighted signage?
A: LED message centers differ from traditional static lighted signs because they can display more information and help viewers better understand a retailer’s message. Messages typically change every four to six seconds, giving audiences a quick, clear snapshot of what a business offers. For example, a traditional lighted sign may simply identify a business as a dental office, while a digital sign can also highlight services such as teeth whitening, Invisalign, and senior discounts.
Q: What are the major pros and cons of LED signs?
A: On the positive side, digital displays help attract more customers and increase sales. A clean, professional sign clearly communicates what a business offers and can also promote job openings or special events. In the quick-service restaurant industry, dayparting is especially effective because restaurants can display breakfast items in the morning, lunch specials midday, and dinner promotions in the evening. LED message centers make it easy to schedule content throughout the day, ensuring customers see the right message at the right time.
There are very few drawbacks to electronic message centers. The most important consideration is choosing the right manufacturer. Be sure to research product quality, warranty coverage, software, customer support, and long-term parts availability. It’s also worth visiting installations that have been in the field for several years to see how they perform over time. Low-quality displays that are too bright at night, too dim during the day, or difficult to manage and service are the biggest pitfalls, as they reflect poorly on both your shop and message centers as a whole.
Q: If a wide-format printing shop or other graphics or sign shop wants to get into LED, what’s a good way for them to venture into it or add it to their offerings?
A: We have many customers who have successfully added digital signage, even though they aren’t traditional electrical sign shops. These businesses respond to customer demand by partnering with qualified electricians and sign installers while managing the project from start to finish. By serving as the single point of contact, they deliver a complete solution without needing to perform every aspect of the installation themselves.
Q: How does the permitting process compare and contrast for LED?
A: Many municipalities are modernizing their sign codes to allow electronic message centers, although permits for all outdoor signs still come with specific requirements. The International Sign Association offers valuable resources to help sign companies navigate local regulations and advocate for the responsible use of digital displays. In addition, research from the U.S. Department of Transportation and industry white papers continue to demonstrate that digital signage can be both safe and effective.
Q: Are there any new trends or technologies in LED signage that our readers should be aware of?
A: One of the biggest trends is the integration of AI into digital signage content creation. At Watchfire, our on-demand AI content generator allows users to create custom digital signage backgrounds directly within our cloud-based content editor. With simple text prompts, customers can quickly generate professional-quality graphics. Unlike general-purpose AI image tools, Watchfire’s content generator is purpose-built for digital signage, creating visuals that are optimized specifically for LED displays.
Q: Is there anything else you’d like to note regarding LED?
A: Demand for electronic message centers continues to grow as more businesses recognize their ability to communicate more effectively than static signage. We encourage readers to embrace this technology and take the time to learn how to sell, permit, and install digital displays so they can offer customers a more impactful signage solution.
Marie Fennema is the managing editor of GRAPHICS PRO, including GRAPHICS PRO Today, covering news and guidance in apparel decoration, awards and engraving, and sign and digital printing.
