Digital display technology such as LED screens and video walls are fast becoming essential tools for UK businesses and organisations. They enhance communication and marketing strategies, raise brand visibility and help to drive sales.
Digital screens have many advantages over traditional signage, but it’s crucial to spend some time considering what type of screen will work best for your business. Here are some common mistakes to avoid.
Choosing the wrong screen for the environment
One of the most common mistakes is selecting an LED screen that’s not suitable for its intended environment. Indoor and outdoor digital signage have very different requirements.
Outdoor screens must withstand weather conditions such as rain, wind, UV rays, and fluctuating temperatures. They need higher brightness to be clearly visible in daylight. Indoor screens, on the other hand, are designed for controlled lighting conditions and typically don’t require as much brightness, but do benefit from higher pixel density for close-up viewing.
Avoid this mistake by:
- Confirming whether the screen will be used indoors, outdoors, or in semi-outdoor spaces.
- Understanding the IP rating (Ingress Protection) needed for outdoor durability.
- Factoring in glare, audience distance, and ambient light when choosing screen specs.
Ignoring pixel pitch and viewing distance
Pixel pitch refers to the distance (in millimetres) between the centre of two LED pixels. The smaller the pitch, the sharper the image, but also the higher the cost. Many buyers either overspend on pixel pitch they don’t need, or choose a pitch too wide for close-range viewing.
As a rule of thumb:
- Indoor viewing (within 1 – 3 metres): pixel pitch of 1.2mm – 2.5mm.
- Outdoor viewing (from 5 – 10+ metres away): pixel pitch of 4mm – 10mm or more.
Avoid this mistake by:
- Estimating the average viewing distance and using it to guide your pitch choice.
- Consulting with a specialist who can recommend the ideal pitch for your needs and budget.
Overlooking content strategy
A digital screen is only as good as the content it displays. Too often, businesses invest in beautiful displays but don’t think about what they’ll show or how often they’ll update it. Outdated, off-brand, or poorly designed content can diminish the entire investment.
Avoid this mistake by:
- Planning your content before installing your screen.
- Ensuring you have an easy-to-use content management system (CMS).
- Designing content with motion, bold visuals, and clear messages tailored to your audience.
- Setting a schedule to refresh and rotate content regularly.
If you don’t have an in-house design or marketing team, it may be beneficial to work with a company who offers content design services or templates to get you started with some good ideas and techniques.
Underestimating installation requirements
Digital signage is not always just a “plug-and-play” solution. Installation may require:
- Secure mounting (especially for outdoor or large-format screens)
- Power and data access
- Cooling or ventilation (to prevent overheating)
- Professional calibration for colour and brightness.
If your screen is poorly installed or not maintained properly, you may encounter issues or unreliability, such as screen flickering, brightness drops, water ingress, or system failures, especially in outdoor setups. When correctly installed, LED screens are extremely durable and reliable, so it is important not to skimp in this regard.
Avoid this mistake by:
- Partnering with a supplier who provides full installation services.
- Asking about ongoing support, warranty, and servicing.
- Choosing modular screens for easier future maintenance and part replacement.
Not future-proofing your investment
Buying outdated systems or not planning for future expansion can lead to regrets just a year or two down the line, as digital technology is evolving at a rapid pace. For example:
- Will your signage system support new file formats or real-time content updates?
- Can you scale the setup later by adding more screens or integrating data feeds?
- Are you locked into proprietary software or hardware?
Avoid this mistake by:
- Investing in flexible, customisable solutions that grow with your business.
- Asking your supplier about upgrade paths and scalability.
- Choosing a CMS that can support dynamic content, scheduling, live feeds, and integrations with social media or data sources.
Digital signage is one of the most impactful branding tools available today, but only when done right. By avoiding these five common mistakes, you can ensure your investment delivers real value, captures attention, and supports your long-term business goals.