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The Three Faces of Advertising:
A look at tri-face signage applications in today’s world.
By Jeff Wooten
NOTE: Due to an unfortunate error, the Sept. '07 Sign Builder Illustrated printed the working draft of the Tri-Face feature. The following is the correct text that should have appeared in this issue. SBI regrets any confusion this may have caused.
Although it might be easy to get swept up by the possibilities offered by digital signage displays—particularly when it comes to high-definition billboards and the such—there are other forms of “motion” signage to be considered for a sign package. As has been the case for decades, tri-face signage continues to be an attractive option—particularly for companies and businesses looking for an affordable, profitable method of presenting its message beyond the solo static billboard or vinyl graphic.
The tri-face concept remains constant: Revolving blades regularly rotate up to three separate advertisements or graphics at one central location. And the essential machinations of tri-face signage remain the same as well: changeable louver faces that host the vinyl or painted graphics, clamping to hold the louvers together, a gear box that controls the electricity, and a motor that moves the blades.
One other attractive option that also continues to this day: Sign owners can charge up to three separate accounts to advertise from this one location.
Tri-face signage remains popular because it taps into an idea that has captured the imagination of this industry—moving signage. A few years back, the Outdoor Advertising Association of America (www.oaaa.org) commissioned a study that revealed that 95 percent of participants noticed signage that featured motion.
“Yes, motion is a huge advantage with tri-face signage,” confirms Ryan Lester, marketing manager of Clearr Corporation (www.clearrcorp.com). “It attracts attention.”
The motion concept also allows tri-face advertisers—a car dealership, for example—to tell a story with this signage, as well. “Each ad that comes up could be related to the other ad,” says Russell Pizzuto, vice president of sales for Prismaflex USA (www.prismaflex.com). “Or if you’re a television station, you could promote three different shows on your channel. A radio station can use tri-face panels to advertise the morning show, the afternoon program, and the evening drive.”
Probably the most popular and identifiable tri-face signs are found outdoors, however, they can also be used for interior applications. For example, Clearr Corporation has designed and installed internally illuminated tri-face displays for the Children’s Department at Macy’s Herald Square in New York City and the lobby of Quaker Foods in Chicago, Illinois. “People are turning to tri-face [technology] for interior markets, because they are limited with the space available for prints in these smaller environments,” says Lester.
The typical clients attracted to tri-face messaging has remained the same: retail markets, tradeshow industry, out-of-home signage, etc. However there are some recent trends that are changing the way these displays are constructed and sold. “One recent trend is slide-up vinyl, which we call Vinyl Posting Prism” says Pizzuto. “Instead of using the traditional adhesive vinyl, there are three slots that the PVC rigid vinyl slides into instead.
“We are also currently looking at a prototype for a sign communication package, where a customer can make all their changes to their signs in front of their PCs. This communication package will alert them (through the customer’s mobile phone, fax, e-mail, etc.) if there’s any problem with the unit as well. From their PC, owners can change the intervals between display, control the time it rotates, and take a customer out if he’s not paying or if the contract is up. It should be available in a few months.”
The amalgamation of motion and vinyl graphics (along with new trends) is keeping tri-face at the forefront of attractive signage options.
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