Table of Content
With the explosion of display types, it can be tough to know which screen makes sense for your digital signage. You’re not alone in feeling overwhelmed by the specifications and acronyms.
In this guide, we’ll take a step-by-step approach to explain how today’s major display technologies work, explain the specifications that matter for digital signage, and show you how to match the right display to different signage environments alongside expert-recommended models. By the end, you’ll have the confidence to select a screen that delivers the performance and impact your content deserves.
How different display technologies work
It All Began With CRTs and Plasma
Early television screens relied on cathode‑ray tubes (CRTs), which lit phosphorescent screens using electron beams. CRTs delivered strong contrast but were bulky and power-hungry. Plasma came next, using gas-filled cells for better motion handling. While thinner than CRTs, plasma displays still consumed a lot of power and eventually gave way to even slimmer technologies.
LCD and LED backlights
The search for thinner, more efficient displays led to LCD (Liquid Crystal Display) panels. LCDs use a layer of liquid crystals to block or transmit light from a backlight. Early LCDs used cold cathode fluorescent lamp (CCFL) backlights; most modern models use LED backlighting, which reduces thickness and improves energy efficiency. It’s worth noting that a consumer “LED TV” is just an LCD with LED backlighting, which is an important distinction from direct‑view LED panels, which we cover next.
LCDs can be categorized by their panel technology:
- IPS (In‑Plane Switching) panels offer the best color accuracy and wide viewing angles, but have lower native contrast.
- VA (Vertical Alignment) panels deliver higher contrast but narrower viewing angles.
- TN (Twisted Nematic) panels provide the fastest response times but limited color fidelity, making them uncommon in signage.
LCD derivatives include QLED, an LCD with a quantum‑dot layer that improves brightness and color volume, and Mini‑LED backlights, which use thousands of small LEDs with local dimming zones to increase contrast.
Direct‑view LED (dvLED)
As LED technology matured, engineers began using LEDs not just as backlights but as the pixels themselves. Direct‑view LED displays are built from small LEDs that serve as both the light source and the pixel. They are modular, allowing virtually any size or aspect ratio, and are specified by pixel pitch (millimetres between LED centres) rather than pixel resolution. Smaller pixel pitches allow closer viewing without visible pixelation but increase cost. dvLED panels offer excellent brightness and durability, and in digital signage, this makes them ideal for outdoor advertising and large venues.
Self‑emissive displays: OLED, AMOLED, and MicroLED
The next leap was toward self‑emissive displays, where each pixel generates its own light. OLED panels use organic compounds to emit light and deliver high contrast and deep blacks.
AMOLED adds an active matrix of thin‑film transistors for faster response times, commonly used in smartphones and some monitors.
OLEDs can suffer image retention or burn‑in when static content is displayed for long periods; mitigation techniques include pixel shifting and content rotation.
MicroLED pushes this concept further by using tiny LEDs that promise OLED-like contrast with even higher brightness and longevity, longer lifespan, and reduced burn‑in risk. MicroLED displays are currently expensive but are beginning to appear in premium signage installations.
Other technologies
Alongside these mainstream developments, other display technologies evolved to serve niche needs.
- E‑paper (EPD) provides low-power, reflective displays for static content and is commonly used for price tags and schedules.
- DLP (Digital Light Processing) and LCoS (Liquid Crystal on Silicon) are projection technologies used in video projectors. They’re relevant for large digital cinema and presentation environments but not common in standalone signage.
- Transparent and flexible OLED allows see‑through or curved screens for retail showcases.
Specifications that influence signage performance
Resolution, pixel density, and pixel pitch
Resolution describes how many pixels run across and down the screen. High resolutions such as 4K (3840×2160) or 8K (7680×4320) deliver crisp text and detailed images for close‑range viewers. For dvLED, pixel pitch—the distance between LED centres — determines how close people can stand without seeing individual dots. A 1.5 mm pitch works for indoor spaces with viewers within 5 m, and a 6 mm pitch suits large outdoor billboards. Pixel density (PPI) converts resolution and screen size into a metric that helps compare devices of different sizes.
Brightness and contrast
Brightness, measured in nits (candelas per square meter), determines readability under ambient light. Indoor signage typically needs 350–700 nits, storefront windows require 1,000–2,500 nits, and outdoor displays facing direct sunlight demand 2,500–5,000+ nits. Anti‑glare coatings and high‑TNI (temperature/isolation) panels improve sunlight readability.
Contrast ratio refers to the difference between the darkest and brightest parts of an image. Technologies like OLED and dvLED naturally achieve higher contrast, while QLED and Mini‑LED improve LCD performance.
Refresh rate and response time
The refresh rate (Hz) is how often the display redraws the image each second. For static menus and corporate messaging, 60 Hz is sufficient. Venues showing fast sports or gaming benefit from 120 Hz or higher to reduce motion blur. Response time (ms) measures how quickly a pixel can change states, where a faster response reduces ghosting and improves motion clarity.
HDR and color gamut
High Dynamic Range (HDR) formats such as HDR10, HDR10+, and Dolby Vision expand the range of brightness and colour that a screen can display. Combined with a wide colour gamut (DCI‑P3 or Rec. 2020), HDR reproduces vivid, lifelike images. While not all signage content uses HDR today, displays that support these standards are more future‑proof.
Viewing angle and panel types
Displays are often viewed from off‑centre positions. IPS panels maintain colour accuracy and brightness over wider angles than VA or TN panels. For digital signage, wide viewing angles ensure that messages remain clear to passers‑by at various positions. Multi‑panel video walls may require calibration to maintain uniform brightness and colour.
Connectivity and integrated players
Commercial displays commonly provide HDMI and DisplayPort inputs for media players and computers. Many also include built-in Systems-on-Chip (SoC), which is a small computer chip inside the display that can play video content on its own. With these integrated players, you simply need to download and install your digital signage software app on the display, and you're ready to start managing and scheduling your content without needing any additional media players.
Durability, lifespan, and maintenance
Commercial displays are designed for longevity. Many LCD and dvLED models are rated for 50,000–100,000 hours. Outdoor units should meet IP ratings for dust and water resistance and incorporate vandal‑proof glass. IP ratings tell you how well a device is protected against solid particles (indicated by the first digit, 0-6) and liquids (by the second digit, 0-9), with higher numbers indicating better protection. For instance, IP65 means the display is completely dust-tight and protected against water jets for use in sheltered outdoor locations like covered transit stations.
If you plan to run a screen around the clock or in a harsh environment, check that it’s rated for continuous operation and that you can service it from the front or rear without major disassembly. The total cost of ownership is shaped not just by the price tag but also by energy consumption, lifespan, and how often you’ll need to maintain or replace the hardware.
A Step-by-step Guide to Choosing a Display Suited for Your Needs
Finding the perfect signage screen is easier when you follow a structured process. Use these steps to narrow your options:
Identify where and how you’ll use the screen
Will it sit indoors in a controlled setting or face the elements outdoors? The environment drives choices such as brightness levels, weather sealing, and vandal resistance.
Match resolution or pixel pitch to viewing distance
For dvLED walls, choose a pixel pitch that keeps individual LEDs invisible at the typical viewing distance. For LCD or OLED panels, pick a resolution that suits the screen size and how close people will stand.
Think about the content you’ll show
Lively videos and premium branding benefit from wide colour gamuts and high contrast, while static menus or simple text can get by without top‑tier HDR support.
Check durability and service options
If your deployment is geared toward an outdoor or high‑traffic space, verify that the screen is rated for 24/7 use, sealed against dust and moisture, and protected with vandal‑resistant glass. Make sure you can service the unit easily and that replacement modules are available.
Look beyond the sticker price
Factor in power consumption, expected lifespan, and maintenance costs. dvLED walls cost more upfront but last longer; LCDs are cheaper to buy but may need replacing sooner.
Decide how you’ll manage content and devices
Do you need remote monitoring, scheduling, or proof‑of‑play reports? Look Digital Signage is an excellent solution for managing hundreds of screens across multiple locations, and it works seamlessly with displays from all major manufacturers, including Samsung, LG, Philips, Sony, and Sharp/NEC. As a cloud-based platform, it enables remote content scheduling, real-time monitoring, and proof-of-play reporting from a single dashboard.
Digital Signage Environments: Matching Tech to the Setting
Emerging Trends to Watch
The display industry never stands still. Here are some developments likely to influence digital signage in the years ahead:
- MicroLED maturity. As production scales up, microLED panels will become more affordable, bringing self‑emissive quality and exceptional brightness to mainstream signage.
- Flexible and transparent displays. See‑through and bendable OLED panels will open new creative possibilities for retail and museums.
- E‑paper and sustainable signage. Ultra‑low‑power e‑paper displays are ideal for battery‑powered price tags and transport timetables.
- Silicon metasurface research. Researchers are exploring metasurface pixels that could halve energy consumption compared with current displays, hinting at another generational leap.
Maximize Your Display Performance with Look Digital Signage
As you plan your own deployment, remember that the hardware is only part of the experience. With Look Digital Signage software, you can put your mind at ease with a solution designed for seamless content management across any screen network, regardless of manufacturer. You are essentially pairing cutting-edge screens with software that preserves their native resolution, and your audience enjoys a crisp, engaging viewing experience every time.
You can try Look for free, no credit card required, with a 14‑day trial, or book a personalized demo to see how it can transform your signage.
