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In-Store Transparent Digital Displays

  • 0
  • 10th August 2013
Didital-Displays

The advent of the television screen and liquid crystal displays (LCD) displays was a technological innovation with many applications. However, such digital screens have always been regarded as separate from the rest of the world, rendering objects exclusively in applications such as television and computer screens. One key application of such displays that has been neglected, however, is its potential use in marketing and advertisement.

Digital Displays

This has led to a rising marketing trend of transparent digital displays, which combine the marketing purposes of traditional transparent displays with the capabilities of LCD screens. This integration of LCD screens and displays as part of the product display is an important and innovative development in marketing, and is one which is worth paying attention to for any marketers and advertisers.

Transparent Digital Displays

Definition and Overview: The transparent digital display is essentially an LCD display surface without its conventional light source that normally renders the images. This allows the LCD surface to impart partial transparency, depending on which areas are displayed as white. This is useful for a display case because it allows certain aspects of the objects to be highlighted, and for products to be displayed in different and innovative ways. This integration of the 2D elements of the LCD screen and the 3D elements of the actual physical products allows the creation of a unique and new experience for anyone trying to display their products. There is also the integration of light itself as part of the product display. This can enhance certain aspects of the product appearance and design which traditional displays do not.

Potential Applications: There are many potential applications for the transparent digital displays, and the actual usage of this technology is highly dependent on the desired effect on potential consumers. For example, the display can be used to replace traditional glass display cases, such as vending machines and cooler doors. While the digital display surface is still transparent, similar to normal glass doors, the perception of the objects within can actually be enhanced by the digital display surface that replaces the glass. For example, text, images, and even videos can be made to be part of the digital display surface in addition to the transparent areas of the glass. This creates a much more seamless and even potentially interactive shopping experience for customers. It also means that prices and other information about the objects within can be shown without impeding the customer’s view of the objects, while still being conveniently accessible.

In addition, this is a design element that can differentiate a shop’s display from that of its competitors. It allows for the peripheral information and promotion of a product to really become integrated as part of its image. The customer is presented with a product and all its information in one coherent package, instead of separately.

Technical Requirements: In terms of setting up and installing digital transparent displays, there are no substantial differences between traditional LCD screens such as TVs and transparent displays. In many ways, the setup and even power requirements of a digital transparent display are similar to that of a normal LCD screen. The only important factor that users of digital transparent displays need to be aware of is the way in which they feed visual input into the transparent digital display to be rendered as part of the product. The easiest way to do this is to connect the LCD screen to a PC, which allows for maximum control over graphics of the LCD screen. It also allows users to customsze the screen and control which areas are transparent by designating the white spaces as the transparent areas.


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Danny Chard is the Managing Director of Assigns Point-of-Sale and Graphic Display Systems

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