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Science behind Visibility of Outdoor Advertising

Advertising is not just an art to catch and hold prospective consumers’ stickiness to intended promotional messages; Moreover, it is science of humans’ optical perception and response for stimulating attraction of consumers.

In simple words, advertiser wants his message to be seen and conveyed clearly to maximum people for maximum time and thereafter generating positive sales. This can be achieved by choosing right field of view, luminance levels, light source, light color, display board/poster color, size of display/poster, size, font and color of printed text and images.

There are very important regulatory requirements: Safety of the driver is of paramount importance and to be ensured by reducing glare due to excessive lighting and flashy messages. Sky-glow effect and light trespass on unintended premises should be minimized. Beauty and heritage must be given highest priority and utmost care should be taken before selecting and design outdoor advertising boards.

Also, Scotopic/Photopic (S/P) ratio is very important criteria while evaluating perception of light and higher S/P light sources produce greater perception of light in sense of brightness. LED has S/P ratio of 2.88 while that of Metal Halide is 1.60. Hence, the perception of LED light is 180% more than Metal Halide lamp.

All these criteria can be fulfilled by using science of light as follows:

S.N

Hoarding /Display Size (meters)

Hoarding /Display Size (ft)

Max Distance**  (feet)

Time Span @ 40km/Hr

(Seconds)

Time Span @ 60km/Hr

(Seconds)

Resolution ***

(ppi)

Metal Halide/CDMT

(Watt/ Lamp Excluding Choke)

No of Metal Halides

FractaLED

(Watt/ Lamp)

No of FractaLED

% Total Savings

1

1.2 x 1

4 x 3

35

  0.945

0.63

16.36

35CDMT

1

20

1

55

2

2 x 1

6 x 3

43

1.17

0.78

13.32

50CDMT

1

30

1

55

3

3 x 3

10x10

101

2.745

1.83

5.67

150

2

60

2

60

4

6 x 3

20x10

143

3.9

2.60

4.01

150

3

60

3

60

5

9x3

30x10

175

4.77

3.18

3.27

150

4

60

4

60

6

12x3

40x10

202

5.505

3.67

2.84

150

5

60

5

60

7

6x6

20x20

202

5.505

3.67

2.84

400

2

80

4

65

8

9x6

30x20

248

6.75

4.50

2.31

400

3

80

6

65

9

12x6

40x20

286

7.8

5.20

2.00

400

4

80

8

65

10

9x9

30x30

303

8.25

5.50

1.89

400

4

80

8

65

11

12x9

40x30

350

9.54

6.36

1.64

250

8

60

16

65

12

20x6

60x20

350

9.54

6.36

1.64

400

6

80

12

65

13

20x9

60x30

430

11.715

7.81

1.33

250

12

60

24

65

14

12x12

40x40

400

10.905

7.27

1.43

400

8

80

16

65

15

20x12

60x40

500

13.635

9.09

1.15

400

12

80

24

65

16

24x9

80x30

500

13.635

9.09

1.15

400

12

80

24

65

17

36 x12

110x40

670

18.27

12.18

0.85

400

20

80

40

65

18

36 x 16

110x50

750

20.445

13.63

0.76

400

20

80

40

65

19

36 x 20

110x60

820

22.35

14.90

0.70

400

22

80

44

65

20

100x 20

300x60

1360

37.08

24.72

0.42

400

60

80

120

65

21

100x 26

300x80

1565

42.675

28.45

0.37

400

80

80

160

65

**Max Distance at which viewer can observe the White Display and 330cd/sqm or nits luminance which is enough to produce enough light( 3 Lux) at viewers’ eyes even in bright-lighting in city


***Resolution of Printed Object on Display to Catch Maximum Time of View Span


Definitions

Luminance

Capella Energy Solar LED Also known as photometric brightness, this is the “brightness” of the billboard as seen from a particular angle of view. It is measured in candelas per sq. meter (cd/sqm), also termed "nits."

Illuminance

Capella Energy Solar LED This is the amount of light from the billboard landing on a distant surface. It is measured in footcandles (fc) or lux.

Intensity

Capella Energy Solar LED This is the candlepower, or concentration, of light emitted in a given direction from the entire billboard.

Resolving power

Capella Energy Solar LED It is the ability of the eye, or an optical instrument, to differentiate between two points or lines. It is typically expressed as an angle of separation radiating outward from the eye or instrument. When resolving power is expressed as an angle, simple geometry permits us to calculate the relationships between viewing distance and line or point separations.

Pixels per Inch (PPI)

Capella Energy Solar LED Describe the resolution, in pixels, of an image to be printed within a specified space. For instance, a 100×100 pixel image that is printed in a 1-inch square has a resolution of 100 pixels per inch (PPI). Used in this way, the measurement is meaningful when printing an image.