The following is reprinted with permission from the Digital Screenmedia Association (DSA). For more information, go to http://www.digitalscreenmedia.org.

When you think of digital signage, what comes to mind? If the only image that pops into your head is a glossy or matte black textured rectangle, it’s time to think beyond the screen. Sure, a digital sign can help you tell a great story at retail but that doesn’t have to be the whole package.

Digital signage, like other forms of screen media, is undergoing an evolution. Low cost technology is making it possible to move beyond simple passive advertising to creating a completely interactive consumer experience. Content more than ever is a key to delivering engagement, but that experience shouldn’t necessarily be delivered in a plain black wrapper. A digital signage enclosure can be designed to enhance a powerful branded communication.

A digital signage enclosure should:

1. Allow the brand to own the space even if the screen isn’t on. A video presentation is just one part of a complete brand message at shelf.
2. Brand the environment in which it is placed, and make it special.
3. Attract and invite. Digital signage should be beautiful and approachable.

The next time you’re taking a lap around the trade show floor, you may want to explore screen features like large-format, multi-touch, tiling and transparency, but don’t let the currently available features limit the total statement you can make.

Ryan Lepianka is the creative director at DSA member company Frank Mayer & Associates, Inc.