Screen Placement Is Everything

I was recently in a restaurant that had a digital screen installed in the floor of the waiting area; right inside the front door. Since we were seated right away, I didn't even notice the screen until I was leaving the establishment. Luckily, someone pointed it out to me. 

The restaurant was using the screen to display a live sporting event on TV, so I can only assume that the screen is there for patrons waiting to be seated at their tables (or simply to lower the perceived wait time). But in order to watch, I had to be standing right above the screen and looking down-- which was not very comforting on the neck. Additionally, if more than one person wanted to watch, they would have to gather around the screen, forcing some people to watch it upside down. 

So, I ask: Do you think this screen is serving its intended purpose? Is it serving any purpose? 

First rule when installing a digital signage screen: People must be able to see it! If you don't follow this rule, then why even install a screen? It all goes back to knowing your objectives. What does this restaurant want to accomplish by having a digital screen? Whatever their goal, they have already limited what they can accomplish by installing the screen in the floor.

Most dine-in restaurants I've been in have the waiting area close to the host stands. Now, let's say a restaurant installs a screen either above or in the host stand. Already, they've increased what they can accomplish and given themselves a higher probability of achieving their goals. If their only goal is to lower the perceived wait time, then they just display the same content-- live TV. But, why stop there? Why not break the screen into zones and display menu items (or the entire menu) in one zone and TV in the other? Now they're entertaining and informing their customers. You could even take it a little further: Imagine that the host informs you that it's going to be a 20 minute wait because there are 5 other parties in front of you. The host could then punch your name into the system and have it pop up on the digital screen. With this arrangement, you would know exactly when you’ll be seated without bothering the employees. 

Screen placement is everything to a successful digital signage system. It can easily make or break what you want to accomplish. Remember, before you install the screen, ask 'what do we want to accomplish and where will we have the best chance to do so?'.

What are some of the worst places you’ve seen a screen installed? How did the screen placement limit what could have been accomplished? What would you have done differently?