Digital and Print Signage: Pros and Cons

While the world is moving to digital everything, it might seem like digital signage is the way to go for many brands. But when you weigh factors like upfront cost, ongoing maintenance fees, content flexibility, and more, brands will get a better feel for what types of signs are truly best for their needs. The article explores those considerations to sort through all the noise surrounding digital versus static signage.

1. Pros & Cons of Digital Signage

Digital signage uses electronic displays – like LED or LCD screens – to showcase content managed through specialized software. These systems can range from a single screen to large, centrally controlled networks. As the technology continues to advance, the market for digital signage is seeing steady growth, with annual increases projected. Before diving into the financial aspects, it’s important to weigh the benefits this technology brings.

Cost

Setting up digital signage involves a substantial initial investment. A commercial-grade screen of 40 inches or more typically starts at around $750, and that’s just the screen. You’ll also need to account for mounting hardware, content management software, and professional installation. As Sonja Angerer points out:

One of the main disadvantages of Digital Signage is the high initial investment required for installation and maintenance.

Beyond the setup costs, businesses should plan for ongoing expenses like software subscriptions, technical support, hardware repairs, and electricity. A single display can consume between 100 and 200 watts continuously. That said, once installed, updating content is virtually cost-free. For businesses that regularly change messaging – like retail promotions or menu updates – this can help balance out the higher upfront costs.

Content Flexibility

One of digital signage’s standout features is its ability to adapt content instantly. Gone are the days of waiting for physical reprints. A restaurant, for instance, can automatically switch from breakfast to lunch menus at exactly 11:00 AM. Retailers can promote umbrellas the moment rain is in the forecast. This technology supports dynamic formats like video, animations, and even interactive touchscreens, all of which naturally draw more attention than static posters.

For businesses with multiple locations, centralized content management ensures consistent branding while still allowing for location-specific updates. Plus, digital signage reduces employee workload – no more late-night shifts assembling printed materials.

Durability

Digital displays are built to last, with lifespans typically ranging from 50,000 to 100,000 hours of operation. That’s about 10 years of continuous use. However, their longevity isn’t just about the hardware. Over time, older displays may face compatibility issues with newer software or miss out on updated features that become standard in the industry.

There’s also the risk of technical problems like power surges, software glitches, or component failures, which often require professional repairs. Unlike durable print options like vinyl banners that can withstand weather with minimal upkeep, digital displays demand a climate-controlled environment and regular maintenance to perform optimally.

Environmental Impact

Digital signage can  offer environmental benefits by reducing the waste associated with frequent print updates. Think of all the paper, vinyl, and petroleum-based inks that are avoided – especially significant since paper accounts for 40% of all waste in the U.S., amounting to about 71.6 million tons annually.

However, digital signage isn’t entirely without environmental costs. A 43-inch LCD running for 10 hours a day uses roughly 255 kWh of electricity per year. And once the equipment reaches the end of its lifecycle, it contributes to e-waste. That said, modern displays are increasingly designed with recyclable components, making disposal more eco-friendly.

2. Pros and Cons of Print Signage

Print signage – like vinyl banners, metal panels, and acrylic displays – has been a reliable tool for business communication for decades. Unlike digital signage, it relies on physical materials and traditional manufacturing methods. Let’s break down its key aspects.

Cost

When it comes to upfront costs, print signage often wins out over digital displays. Expenses typically include materials (vinyl, metal, wood, or acrylic) and production, without the need for screens, software, or content management systems. The U.S. Small Business Association even refers to on-premise signage as one of the most effective and budget-friendly advertising methods for small businesses.

That said, the story changes when updates are needed. Frequent redesigns, reprints, shipping, and installation can add up. For instance, in a hypothetical sandwich shop scenario, annual costs for window graphics and in-store materials reached $2,400. For businesses with static branding – like building signs or wayfinding markers – print signage offers strong long-term value. But for promotions or campaigns that change often, those recurring costs can quickly become a burden.

Now, let’s consider how print signage’s fixed nature impacts its ability to adapt.

Content Flexibility

One of the biggest challenges with print signage is its lack of flexibility. Once it’s printed, the content is set in stone. For example, a seasonal promotion printed in September can’t be adjusted if sale dates change or inventory sells out faster than expected. On the other hand, this permanence can work in your favor for messages that need to stay consistent, like regulatory notices, directional signs, or brand logos.

Durability

For long-term use, high-quality print materials are a solid investment. Options like metal or acrylic are designed to endure years of exposure with minimal upkeep. Unlike digital displays, which might need climate control or routine technical maintenance, print signage usually requires nothing more than occasional cleaning or repainting. Plus, print signage remains functional during power outages, ensuring critical information – like emergency exit signs or safety instructions – stays visible. In areas prone to vandalism, replacing a damaged poster is far cheaper than repairing a broken screen. With its reliability and low maintenance, print signage complements digital displays well in a well-rounded signage strategy.

Environmental Impact

The environmental footprint of print signage is another factor to weigh. While it’s durable, it does create physical waste at the end of its life cycle. For example, producing one ton of paper uses 17 trees, 7,000 gallons of water, two barrels of oil, and 4,100 kWh of electricity. Additionally, over 375 million ink and toner cartridges are discarded each year, with plastic parts taking up to 1,000 years to decompose.

Thankfully, more sustainable options are available. Businesses can choose recycled paper with high Post-Consumer Waste (PCW) content, FSC-certified materials from responsibly managed forests, and soy- or vegetable-based inks that cut down on harmful chemicals. Techniques like print-on-demand and waterless printing also help reduce waste and chemical use. For permanent signs that don’t need frequent updates, print signage can have a lower environmental impact compared to digital displays, which require continuous electricity. These eco-friendly practices highlight how print signage can be a sustainable choice, especially when integrated into a balanced signage plan.

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Advantages and Disadvantages

Here’s a breakdown of how digital and print signage stack up across various features:

Feature	Digital Signage	Print Signage
Upfront Cost	High (Covers hardware, software, and installation – commercial screens start at around $760+)	Low to Mid (Costs include design, materials, and printing)
Update Cost	Minimal (Updates can be done remotely and instantly)	High (Re-printing and manual labor required; averages $5,340 annually)
Engagement	High (Motion, video, and interactivity can boost sales by 8.3%)	Low (Limited to static visuals)
Flexibility	High (Content can be updated in real-time or scheduled)	Low (Messages are fixed once printed)
Lifespan	Shorter (Subject to tech upgrades and hardware wear)	Long (Durable materials like metal or acrylic ensure longevity)
Reliability	Vulnerable to issues like power outages and software glitches	Highly dependable; operates without electricity
Maintenance	High (Requires software updates and hardware repairs; costs range from $59–$500/month)	Low (Mostly limited to cleaning or occasional repainting)
Environmental Impact	Energy-intensive and contributes to e-waste	Generates significant physical waste (paper accounts for 26% of landfill waste)
Revenue Potential	Can earn income through third-party ads via Retail Media Networks	None

This comparison highlights the strengths and weaknesses of each medium. Digital signage excels at grabbing attention and adapting quickly but comes with higher costs and maintenance demands. On the other hand, print signage is reliable, low-maintenance, and ideal for delivering consistent messages. Combining the two – using print for steady branding and digital for dynamic promotions – can create a balanced and effective strategy. The next section dives deeper into how this hybrid approach can be implemented.

Using Digital and Print Signage Together

Combining digital and print signage creates a powerful communication strategy by leveraging the strengths of both mediums. Print signage works best for permanent branding, directional guidance, and regulatory notices, while digital displays shine in delivering promotions, real-time updates, and interactive content. Together, they create a well-rounded system that ensures consistent and effective messaging.

For instance, exterior print signage can establish a strong, lasting brand presence, while digital screens inside a venue can engage customers with timely offers and dynamic content. One example involved integrating three digital screens with bold printed text for a seamless visual experience. In another campaign, rotating digital ads were paired with static window graphics, ensuring brand visibility even during transitions between digital content.

This hybrid approach also adds a layer of reliability. Print signage remains visible during power outages, ensuring uninterrupted communication, while digital displays allow for real-time updates and features like dayparting and QR codes, which boost interactivity and engagement.

Conclusion

Choosing between digital and print signage depends on your business needs. Here’s the key takeaway:

• Digital signage offers real-time updates, dynamic content (like videos), and centralized control for multiple locations. However, it requires a high upfront investment, ongoing maintenance, and electricity.
• Print signage is cost-effective for static, long-term use, like outdoor branding or wayfinding. It’s durable, reliable during power outages, and low-maintenance, but lacks flexibility for frequent updates.

Brands should also consider the long-term ROI of both digital and print signage. Each sign type each brings unique strengths to the table, and when combined thoughtfully, they create a well-rounded communication strategy. Print signage stands out for its durability, reliability during power outages, and effectiveness in permanent branding and wayfinding. On the other hand, digital displays excel in delivering real-time updates, engaging promotional content, and interactive experiences. For instance, digital end-cap signage has been shown to increase both sales and customer engagement.

From a financial perspective, a hybrid approach offers compelling advantages. Digital screens can double as Retail Media Network (RMN) advertising platforms, generating revenue to help offset initial setup costs. With in-store retail media ad spending projected to surpass $1 billion by 2028, this model becomes even more appealing. Moreover, aligning your signage strategy with customer preferences is crucial – 73% of consumers expect omnichannel experiences and may switch brands if those expectations aren’t met. This means integrating your signage – both digital and print – with other customer touchpoints like mobile apps and loyalty programs.

To maximize results, consider using exterior print signage to establish a lasting brand presence and interior digital displays for dynamic, timely content. This combination leverages print’s low-maintenance durability with digital’s adaptability and revenue-generating potential. North American Signs excels at creating cohesive signage solutions that blend these strengths, ensuring visual consistency from design to installation. This approach not only reinforces your brand identity but also enhances the overall customer experience.

As Balthasar Mayer, Editor in Chief at invidis consulting, aptly puts it:

Where Digital Signage provides added value beyond colourful images, it is likely to push aside printed applications.

FAQs

What are the cost differences between digital and print signage?

Digital signage often comes with a higher upfront price tag. Commercial-grade screens, software, and hardware can easily cost several thousand dollars to get started. On the other hand, print signage is usually more budget-friendly at the outset, with costs ranging from a few hundred to a few thousand dollars depending on the size and materials used. But here’s the kicker: digital signage can save money in the long run. Why? Because updates can be done remotely without the need to reprint, while print signage racks up ongoing costs for every update or new promotion.

When it comes to maintenance, the story shifts slightly. Print signs are typically low-maintenance and built to last, but digital displays may require more attention. Aging screens and components mean repairs or replacements are more common for digital setups. That said, digital signage often delivers better cost efficiency per impression over time, especially for businesses that rely on frequent updates or dynamic messaging.

For many businesses, a mix of both approaches works best. Print signage is great for long-term, static branding, while digital displays shine when flexibility and frequent updates are key. Combining the two lets businesses stretch their budgets while maximizing their impact.

What’s the best way to combine digital and print signage for a business?

To build a strong hybrid signage strategy, you’ll want to tap into the unique advantages of both digital and print signage. Print options like vinyl banners, wayfinding panels, or pylon signs provide long-lasting, budget-friendly branding. They’re reliable and stay visible even when the power goes out, making them a steady presence for your business. Digital signage, on the other hand, shines when it comes to delivering dynamic, real-time content and offering interactive features like promotions or touch-screen displays.

Start by using print signage to establish the core of your brand’s visual identity. This might include bold wall graphics or eye-catching storefront signs that give your business a consistent and professional look. Then, layer in digital displays to showcase time-sensitive deals, menu changes, or seasonal campaigns. By thoughtfully combining these tools, you can create a strategy that not only keeps your brand cohesive but also engages customers and adjusts easily to new demands.

What environmental factors should I consider when choosing between digital and print signage?

When choosing between digital and print signage, it’s essential to weigh their environmental effects, particularly regarding resource use, waste, and energy consumption.

Print signage often relies on materials like paper, vinyl, or plastic, which require a lot of resources to produce. For instance, paper manufacturing involves using trees, water, and energy, and many printed signs eventually end up in landfills, adding to long-term waste. Laminated or adhesive materials present additional challenges for recycling, further increasing their environmental toll.

Digital signage, meanwhile, shifts the focus to electricity usage and electronic waste (e-waste). While digital screens offer the advantage of dynamic content, they continuously consume energy – especially large, high-brightness displays. The production of electronic components also contributes to carbon emissions and generates e-waste when devices reach the end of their lifespan. That said, advancements like ePaper displays and energy-efficient practices – such as dimming screens or relying on renewable energy – can help lessen these effects.

A hybrid approach can be an effective way to manage these trade-offs. For example, you might use print or low-energy digital options for static, long-term messaging, while reserving dynamic digital displays for time-sensitive updates or promotions. North American Signs can assist in creating a signage strategy that supports your environmental goals while meeting your business needs.