brightness and colour quality, with mistakes during installation leading to performance issues or higher maintenance costs later. She adds: “Experienced AV specialists help ensure reliability, long-term stability, and optimal performance, which ultimately reduces risk and total cost of ownership.” Companies such as Panasonic have particularly felt the impact of rising energy costs and stronger corporate social responsibility (CSR) requirements and their influence on purchasing decisions. As Lovric describes: “Customers are paying much closer attention to power consumption, the use of sustainable materials, and the overall total cost of ownership across the product lifecycle.” However, she believes that rather than reducing demand, this change has encouraged manufacturers to take concrete steps toward more responsible product design. She states: “For example, we are working on incorporating recycled plastics into our projector chassis, improving power management systems, and reducing energy consumption while still maintaining the brightness and performance levels our customers expect. “We are also focusing on smarter brightness control, more efficient LED technologies, and longer product lifetimes to reduce waste and operating costs. It’s an ongoing process, but we see sustainability not as a mere trend or buzzword, but as a central guiding principle for all of our future product development.” Fast Solutions However, rather than simply focus on the viewpoints of the manufacturers of digital solutions, it is important to get an insight from the actual UK signage market, to understand if the growth that companies like Panasonic suggest is reflected on the ground and for your average UK signmaker. One company that can offer a broad ‘birds-eye view’ of the trends and preferences of the UK signage industry is FASTSIGNS, which currently has a UK network including 23 independently owned sign-making centres in locations as diverse as Glasgow, Bristol, and Sheffield. When speaking to John Davies, managing director of FASTSIGNS UK, about the prevalence and status of digital offerings in modern signage, he makes it clear that digital signage is an integrated part of FASTSIGNS’ regular output, not simply something its centres keep in reserve for special occasions. Describing this focus, Davies says: “For us, digital has evolved into a core component of how we approach every project. Today’s clients aren’t simply looking for a sign – they’re looking for a complete communication solution. By embedding digital signage into our standard offering, we’re able to consult on hybrid schemes from the very first site survey.” According to Davies, a typical shopfront project for a FASTISGNS centre will often include a discussion around adding an ultra-high-brightness window screen to complement the physical fascia, rather than treating digital as a bolt-on extra. He gives the recent example of a digital signage installation completed by FASTSIGNS Tunbridge Wells as part of partnership with UK digital advertising company, Pulse Outdoor Media. Pulse works with NHS hospitals nationwide to install digital displays in high-footfall healthcare environments. The company required a signage partner capable of delivering robust, professional-grade hardware, suitable for busy hospital foyers and waiting areas, alongside a system that could be managed centrally as the network expanded. Describing the project in more detail, Davies says: “The brief included a mix of freestanding digital totems and wallmounted displays, all designed for high visibility and continuous operation in demanding public environments. Equally, the content needed to be updated quickly and efficiently across multiple sites. “The team at Tunbridge Wells were responsible for specifying and installing the digital hardware across the estate. This included commercial-grade freestanding totems positioned in main thoroughfares to attract attention from multiple directions, as well as wall-mounted screens located in waiting areas to maximise dwell time. The displays were selected for their durability, brightness levels, and suitability for extended daily use in healthcare settings.” The network – now deployed in more than 70 NHS locations – operates via a cloud-based CMS provided and managed by FASTSIGNS Tunbridge Wells. The CMS allows Pulse to upload and schedule campaigns remotely, adjust messaging nationally or by individual site, and monitor screen performance centrally. Davies explains that, alongside a spike in growth in healthcare, FASTSIGNS is seeing the strongest growth in demand for digital signage within retail. Explaining this trend, he states: “In retail, the role of digital signage has evolved significantly over the last few years. It’s no longer about simple digital posters – retailers are now investing in sophisticated POS integrations and high-brightness window displays, capable of combating direct sunlight and interactive solutions, that bridge the gap between WORKING WITH DIGITAL SCREENS | JONATHAN PERT According to Grand View Research, the retail sector registered the maximum market share of 21% in the global digital signage market in 2024 Factoid ▲Panasonic recently released the PT-HTQ20 projector, which is designed for immersive and outof-home (OOH) applications 43 www.signlink.co.uk Issue 264 - April | May 2026
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