Resources For People Interested In LED Signs

I have had a few questions from people looking for information specific to their industry so I decided that instead of reinventing the wheel I will just point you to a few resources:

Let me add a few words about who is a good candidate for LED Signs. If your business is of interest to the general public, you might be a good candidate. If you have a store which sells collector stamps, or a shop that only deals with pre 1959 hot rods and accessories, or any other business that is not of interest to the general public, you probably are not a good candidate.

LED Signs work on a simple premise: They Get Your Message Out To The Thousands Of Cars On The Street.  If you sell goods or services which are on interest to a decent percentage of the people in those cars you will have a large enough target audience for the LED Signs to be effective.  If your goods or services are of interest to only 1% of the traffic, you probably do not have a large enough audience for the LED Signs to work their magic.

There are exceptions of course. If you operate on large margins or high ticket prices and one sale represents hundreds or thousands of dollars in profit, it might be worth it to spend the money to get those extra 20-30 sales per year. Manufactured housing lots are a great example of this. Not everyone is looking to buy or build a home but if they can attract just one extra sale per month, they will have paid for the monthly costs of their LED Signs and be making additional profits.

When you are trying to decide if it makes sense to invest in LED Signs ask yourself “What percentage of the traffic wants or needs what I have?” Then you will have a starting point to do the math. Let’s say there are 5000 cars passing you business everyday, if your goods are of interest to 25% of the population, there will be 1250 prospects driving by everyday. If 10% of them read your LED Signs and just 10% of those people pull in, that means there will be an additional 13 people coming into your store every day. If you have an average of $5 in profit per transaction that means you will be making an additional $65 per day or about $2,000 per month. That is the math for a business with a fairly low appeal to the general public. Imagine if that were a business like a quick lube where every single car was a prospect!

If you are looking for specifics on how LED Signs can be used most effectively in your industry, I would recommend calling 877-287-9180 to talk to one of the LED Sign experts at my company. We work with each client to teach them the basic of effective LED Sign usage (the stuff that applies to everyone) and we work with them on specifics for their business.

What Pitch Is Right For My LED Signs?

Determining the correct ‘Pitch’ of your Monochrome and Color Outdoor LED Signs can be a confusing topic. Every sales person has an opinion. Unfortunately the recommendations of a sales person can sometimes be influenced by what products are available to him and what is in stock. In other words, sometimes the recommendations of a salesman is what is best for him/her not what is best for you and your business.

I am going to give you a quick guide for determining what pitch is best for you so you will not be dependent on a salesman to determine what is best. We will need to start with what pitch is and why it is important.

What is Pitch and Why You Should Care

Simply put, the pitch is the distance from the center of one pixel to the center of an adjacent pixel. This is most commonly expressed as a measurement in Millimeters. For instance, 12mm, 34mm, 63mm, 89mm, just to name a few of the most common pitches. In a sign with a 20mm pitch, the distance from the center of one pixel to the center of the next pixel is 20mm.

Okay, that is easy enough but why should you care? There are two reasons: resolution and price.

The smaller the pitch is, the more pixels you can pack into each square foot (or meter). Here is an example. At a 20mm pitch, for a 8′ x 10′ Color LED Sign, you will have a matrix of 112 pixels high x 144 pixels wide. At a 34mm pitch you will have a matrix of 64 pixels high x 88 pixels wide.  At a 45mm pitch you will have 48 pixels high x 64 pixels wide. As you can see, when you are dealing with set size LED Sign, the smaller the pitch the more pixels you get.  That adds up to higher resolution.

You might be thinking  “Well shoot, I should just get the smallest pitch I can!” You won’t end up with a grainy sign with that philosophy but you might end up spending more than you need to! That means there is more to the equation then we have covered so far. Here is the other big consideration.

The human eye does not and cannot see every detail. When you look at an LED Billboard (the big billboards you view from 800′ – 1000′ away) your eye does not see every pixel and every LED, it fills in the blank spots to makes a complete image for you.  You are generally to far away and the sign is to big for you to pick up the fine details. On the other hand if your are standing 100′ feet away from an LED Sign you will be able to pick out more details. If the pixels are not close together (tighter pitch) you will be able to make out the gaps between pixels and the image will look very pixelated. LED Billboards have a much larger pitch (frequently around 89mm) but they are to far away for you to see the gaps.

That is where the price comes into the picture. If you do not need a tight pitch to get a good image, why pay for one? Your application and sight specific factors as well as the type of LED Sign (Monochrome or Color) will determine what the optimal pitch is for your LED Sign.

How Do You Determine The Optimal Pitch?

Determining the optimal pitch is actually a mixture of art and science. Take a look at the chart below:


This chart will give you a starting point.If you take a look at it you see that you need a character height of at least 1″ to be readable at 50″. That is the rule of thumb for determining character height based on viewing distance.

If you continue on across the chart you will see a recommended pitch. These recommendations will work for monochrome signs but when you are dealing with Color LED Signs they serve only as a starting point.  For instance, you might want your Color LED Signs to be viewed from 100′ to 300′. As you can see at the closer distance the chart recommends a 20mm pitch but at the longer distance the chart recommends a 28 mm pitch. So what do you do? That is where the art of determining pitch comes in to play. If you are unable to decide for yourself what pitch is best I would recommend you find an LED Sign expert (remember a sign salesman is not necessarily an LED Sign expert) and discuss the pros and the cons of the different pitch choices.

The last two columns on the chart deal with the speed of the traffic who will be viewing the sign. Smaller pitches generally mean smaller signs which mean less viewing time. This is important information in determining the best character height which is partially determined by the pitch.


There is no absolute standard I can give you for determining the best pitch for your LED Signs. The best I can offer is a starting point. When looking to invest in LED Signs, take a look at the chart above. It will give you a really solid starting point for sizing your LED Signs. If you talk to a salesperson who is recommending something that does not make sense based on the chart, make him or her explain why they are recommending what they are recommending. Don’t let them off easy, make sure YOU understand why they made their recommendation. Then you will be able to decide if they are looking out for you or for themself.

Why Knowing The LED Density Is Important When Purchasing LED Signs

This is a follow up to my article on comparing quotes for LED Signs. In that article I mentioned there were technical reasons why it is better to have more LEDs in each pixel. In this article I am going to explain a few of those reasons.

Reason #1

LEDs have a unique degredation pattern. They lose approximately 20% of their brightness in the first 2,000 hours of use. After that the loss of brightness slows down to the point where they will last for approximately 100,000 hours total. This is true for all LEDs, there is no way around it, so don’t be fooled by talk of ‘special’ LEDs.

That means that Outdoor Electronic LED Signs which are rated at 5,000 NITs  will drop to approximately 4,000 NITs in the first 3 months.

For those of you who do not know,  a NIT is a  measurement of brightness, in North America the sun average sunlight is rated at approximately 5,000 NITs.  So, an LED sign must be at least that bright to compete with direct sunlight. For the sake of comparison, a computer monitor will range from 250-500 NITs which is why it is hard to see your laptop screen outside during the day.

The more LEDs there are in each pixel, the higher the LED Density is, the brighter the sign will be.

It is better to have an LED Sign with a high LED Density. This will help help to maintain the brightness level of your sign.

Reason #2

One way companies who use lower LED Densities compensate for this lower brightness is to ‘overpower’ the LEDs. This means they put more electricity into each LED to make it brighter. This increases the degredation rate of the LEDs shortening their lifespan.

If an LED Sign has more LEDs in each pixel there will be no need to overpower the LEDs which will not only reduce the amount of electricity your sign uses but will help to preserve your LEDs and their brightness.


When you are shopping around to find LED Signs to invest in, make sure you select one with a high LED Density.  Also, make sure the sign you are looking to investing in is rated at 5,000+ NITs. This will help to protect your investment and insure you get the maximum benefit possible for the entire life of your LED Signs.

How To Do An Accurate Comparison Of The Price Of LED Signs

You have gotten a few different bids for Outdoor Monochrome LED Signs. You have compared the technical information for them all and narrowed it down to 2 bids. You have checked the references for both companies and they are more or less equal. What do you do now to decide between the two? How can you tell which is the better value?

What you need at this point is a way to compare the two LED Signs in an apples to apples way. How you do this is by comparing the cost per LED.

The true cost of LED Signs is in the LEDs. The cost of the cabinet containing the LEDs, the circuit boards, and the power supplies are negligible. What you need to compare is how much you will be paying per LED.

The math to do this is very simple so follow along with me.

Let assume you are getting a sign with a 34mm pitch and a matrix of 24×80. The pitch is the distance from the center of one pixel to the center of an adjacent pixel. If you are not familiar with the term ‘pixel’ let me explain it really quick.

A pixel is a cluster of LEDs which when lit create a discreet point on your sign. Take a look at the picture below. You can see the individual points that make up the letters. Those points are pixels.

Pixels In An LED Sign

Pixels In An LED Sign

The number of LEDs per pixel varies with the pitch size. If your 2 bids are for signs with different pitches you need to find out why they are different and why the company quoted the pitch they did. The correct pitch to use is determined primarily by the distance people will be viewing your display from.

The matrix is simply how many pixel tall by how many pixels wide your sign is on each side. For instance if you look at the above picture, you can count that the sign is 16 pixels tall.

Now, back to our example. Look at each bid and determine how many LEDs there are in each pixel. If that information is not on the bid, call the company and ask them for it.

The number of LEDs in a pixel at the 34mm size will range from 3 to 8 LEDs. Let’s assume one bid is for a sign with 4 LEDs and the other is for a sign with 8 LEDs. Our research is done, let’s do the math.

Bid #1

This bid is for a sign with 4 LEDs per pixel. At 24×80 there are 1,920 pixels PER SIDE making it a total of 3,840 pixels in the sign. At 4 LEDs per pixels there are 15,360 LEDs in the sign. If the quote is for $20,000 the cost per LED is $1.30 (Total Price divided by Total LEDs).

Bid #2

This sign will have the same number of pixels but let’s say there are 8 LEDs per pixel. That means there are a total of 30,720 LEDs in the sign. Now, let’s say the price is a bit higher at $25,000. That makes the price per LED $0.81.


Even at the slightly higher price, Bid #2 is a better value. There are also technical reasons why you would want the sign with the higher number of LEDs in each pixel but on a purely price basis the second bid is the better value by a whopping $0.49 per LED.

So, when looking at bids make sure you look at the true value which is in the price per LED.

The 3 Ways LED Signs Are Manufactured – And Why You Should Care

In a nutshell here how you make LED Signs:

  1. Make a circuit board to control the LEDs
  2. Connect The LEDs to the circuit board
  3. Provide Electricity

Obviously there is more to making LED Signs. But those technical details are common to ALL LED Signs. In this article we are focusing on the the differences in manufacturing as that is the critical information someone looking to invest in LED Signs needs to know.

The 3 different manufacturing methods all stem from one issue: Protecting the sign from the elements.

Each of the three methods has its advatanges and disadvantages. If you understand these you will be able to make a much more informed purchasing decision.

Method #1

The first way to manufacture LED Signs is to solder the LEDs directly to a circuit board.  Then an Acrylic or Plastic face is placed over the sign the seal it and protect the circuit boards. Take a look at this illustration to get an idea of what this would look like:

LED Sign Using A Soldering & A Faceshield

LED Sign Using A Soldering & A Faceshield

I am not going to spend a lot of time on this method as I just posted an article titled Faceshields, An LED Sign Saver? last friday. You can click the link if you missed the post and would like more information. Let me just provide a quick recap here:

  • This is cheapest way to manufacture LED Signs
  • These savings are rarely if ever passed on to the consumer
  • The faceshield creates glare which reduces the visibility of the LED Sign during the day
  • In my opinion, the effectiveness of the faceshield in weatherproofing the sign is questionable.
  • If there is a problem with an LED an entire circuit board must be replaced which leads to a ‘quilting’ effect in the LED Sign because the newer section is brighter
  • I do NOT recommend this manufacturing method

Method #2

Method #2 is a step up from the shield method. In this method the LEDs are still soldered directly to a circuit board BUT the entire face is weatherproofed. Take a look at this illustration:

LED Sign With Soldered LEDs & Fully Sealed Face

LED Sign With Soldered LEDs & Fully Sealed Face

This method is far superior to using a faceshield. For one thing you instantly eliminate the glare created by the faceshield increasing the visibility of your LED Signs. Also, this method of weatherproofing seems to be much more effective. If you knew which brands to look for you could drive around your town during a storm and you would find very few signs made this way having any problems.

There is however still a drawback to this method.

If there is aproblem with any of the LEDs an entire circuit board must be replaced. Again, this leads to a quilting effect on your LED Sign with the newer LEDs being brighter than the older ones.

Method #3

With the third, and last, method the LEDs are placed in a sealed, removeable pixel which has pins which plug into the circuit board. The face over the circuit board is also sealed. Look at this illustration:

LD Sign With Removeable Pixels

LED Sign With Removeable Pixels

Obviously there is no faceshield with this method which eliminates the glare issue. Again, if you knew which brands to look for and you drove around your town during a storm you find no weatherproofing issues with this method.

One of the big advantages of this manufacturing method is the elimination of the ‘quilting’ problem. If one of the LEDs has a problem you simply pop out that pixel and pop in a replacement. You don’t even have to turn off the sign to do this! That means instead of an enitr circuit board sized section being brighter, only the LEDs in the newer Pixel will be brighter.

This is, in my opinion, the best method of manufacturing. LED Signs. It has all the advantages and none of the disadvantages of the other methods.

If you would like to read more about LED Sign technology check out this link.

Faceshields, An LED Sign Saver?

First let me explain what a faceshield is.

One of the ways to manufacture LED Signs is to put a piece of Acrylic or plastic in front of the the LEDs to seal the LED Sign. Take a look at this illustration:

LED Sign With Face Shield

LED Sign With Face Shield

Manufacturers who use this method of sealing their LED Signs tout it as protection against vandals. Is this true? Should you make sure you invest in LED Signs with a faceshield? Let’s think about it.

If you were a vandal would you spend your time in front of a sign that was flashing, blinking, and attracting the attention of the all the drivers going by? I think you would be more likely to spend your time in dark areas where you could cause your mischief unnoticed.

Out of all the LED Signs my company has sold we have NEVER received a report of one being vandalized. Not one.

If faceshields don’t really help to protect the LED Sign why use one? I have only come up with one answer: cheaper production. Soldering the LEDs directly to a circuit board and then sealing the whole thing with a faceshield is the least expensive way to manufacture an LED Sign.

That should result in a price break for the consumer but somehow it never seems to work out that way.

My company brokers LED Signs which means we can sell anybodies products. We will not sell LED Signs with faceshields and here is why:

LED Signs with faceshields seem to have more problems. This is just observation on my part, driving around my town and seeing which signs seem to have problems on a consistent basis. My guess is that faceshields are an inferior method of sealing LED Signs as I notice the most problems during inclement weather.

The next problem is that faceshield produce glare. As the sun shines on the face of the sign a certain amount of the light is reflected back, off the faceshield, at the observer which reduces the apparent brightness of the LEDs behind the faceshield. If there are LED Signs in your town, drive around and take a look at them. Compare the brightness of a sign with a faceshield and one without a faceshield **during the day** (pretty much all LED Signs look good at night as there is no daylight to ‘outshine’).

So, in my educated opinion, faceshields are not the way to go. Find a brand without a faceshield and you will be happier in the long run.

If you would like to read more information on LED Sign technology, I have written a ‘technology summary’ at Or just wait and I will write more in depth articles on the technology side of LED Signs here on this blog.

If you have questions you can always send them to me at keith*at* (just replace the “*at*” with “@”).

Will LED Signs Increase Your Business?

If you have been considering investing in LED Signs or LED Displays you might have heard a sales pitch from a salesman already, promising massive increases in sales. I have heard sales people quote anywhere from 10% to 150% increases. The question you have to ask yourself is “will a set of LED Signs REALLY increase business”. After all, the salesman makes his living from selling.

As I have nothing to sell on this site and have no way of knowing who reads this blog you can trust the answer I am about to give you.

There are a certain number of people who drive by your business everyday. Lets refer to that number as X.

Of the people who pass your business a certain percentage will notice your business. Lets call that percentage Y.

Now for the last part of the equation. Of the number of people who notice your business, there will be a percentage who actually pull in and buy something from you. Let’s call that percentage Z.

There is nothing you can do to increase X, it is what it is. That is why businesses put themselves on the busiest streets they can afford to be on.

Let’s take a look at an example (these numbers are made up and only for the purpose of illustration):

  • Traffic Passing A Business Daily (X) : 5,000
  • Percentage Who Notice The Business (Y) : 10%
  • Percentage of Y Who Actually Buy Something (Z) : 20%

Okay, if we do the math ( (X * Y)*Z ) this is what we find:

(5000 * .1) * .2 = 100

That is 200 people of the 10,000 passing everyday who actually pull in and buy something.

This is where LED Signs come in. Imagine an LED Sign in front of this business blinking and flashing highly targeted sales messages to that traffice.

There are 2 things which will happen. More people will notice your business (increasing Y) and more people will pull in and buy something (increasing Z).

Let’s assume a 20% increase in Y (the people who notice the business) and a 10% increase in Z (the people who actually buy something) and then rework the formula from above:

(5000 * .3) * .3 = 450

That is an extra 350 people who pull in and buy something everyday or 10,500 per month.

Now here is the magic, if this hypothetical business owner leases the LED Signs and has a payment of $1200 a month, they only need the extra people to buy an extra $0.11 in profit for the sign to pay for itself.  Every penny or dollar of profit the additional people buying from the business spends is pure profit. After the five year lease is up, it all becomes profit.

Now, back to our original question: “will a set of LED Signs REALLY increase business”

The simple math says yes. The more you attract attention to your business, the more people will pull in and buy from you.

Are You Using Indoor LED Signs To Maximize Sales?

Okay, you have fantastic signage outside your business, you even have outdoor LED Signs. A ton of people are coming into your business everyday. Now what?

What can you do now to increase how much people are spending in your store?

Once you get people into your store you want to do 2 things:

  1. Get them to spend as much as possible
  2. Get them to come back and do it again

When I say ‘get them to spend as much as possible’ I am not talking about gouging them for all money they have. What I mean is get them to purchase everything they need or want and are going to buy, that you offer, from you. In others words, if they are looking for an acme widget and you sell acme widgets, make sure they buy it from you. You DO NOT want them walking out your door and buying something you sell somewhere else just because they do not know you sell it.

This has a benefit to both of you. Obviously you will be maximizing your sales but more importantly you will have helped your customer. You will have saved them time looking for and going to another store to buy something you sell. They will remember you for it. They will remember that you made it easy for them to get what they needed when they needed it.

How can you make sure your customers know about everything you have to offer? You could use a static medium to inform them, like a poster or cardboard stand or something similar. The problem is those are static and you can only use a limited number of them at one time.

What you need is a dynamic medium which will allow you to advertise a lot of products and services without taking up the whole store.

There are a few ways you can do this.

When To Use Indoor Window LED Signs

If people have to walk for 10-30 seconds to get from their car to your front door, you have an excellent opportunity to let them know what you have to offer. Also, if you have a reasonable amount of foot traffic past your business, you have 10 to 20 seconds to let them know what you sell that they need or want.

What to look for in an Indoor LED Sign

The 3 biggest things to watch for in an Indoor LED Sign, which you intend to put in a window, facing the outside are:

  1. Brightness
  2. Brightness
  3. Brightness

If you a pointing your ‘Indoor LED Sign’ outside, you immediately begin competing with the sun. If your LED Sign is not bright enough it will not be readable. To be readable in direct sunlight a display needs to have a brightness of at least 5,000 NITs.

If you are curious a NIT is 1 candela per square meter of luminance. The actual definition is not really important, what is important to know is that a NIT is a measure of brightness and you need at least 5,000 of them to compete with direct sunlight.

Color vs. Monochrome Indoor Window LED Signs

For this application, you should always use a Monochrome LED Sign, preferably one with red LEDs.

Here is why I say that:

You have 10-30 seconds to get your message across.  There is no time to waste on ANYTHING that is not selling something. You need to be constantly hitting your customers with sales messages informing them of what you have to offer.

You need to be certain you have done everything to maximize the opportunity.

With that in mind you can discard pictures, videos, and animations. You need text:

  • AA Batteries – 6 For $3
  • Ask us About Travel Insurance
  • Get you wipers changed
  • Organic Sweetener – $2

Quick and to the point and as much as you can squeeze into that 10-30 second window.

You also need to maximize readability. Bright red text on a black background is the way to do that. If you use other colors, you are reducing the visibility and maximum viewing distance of your sign. It may look pretty but it is less effective. In the end it is not about how good the message looks but how good the message sells. If people can’t read your message, it will not sell. If you reduce your maximum viewing distance, you are also reducing the number of sales opportunities you have.

Keep it simple. Keep it readable.

Indoor Monochrome LED Signs

If you are just looking for a quick, easy way to let your customers know about specials and ‘hidden’ products Indoor LED Signs are a great choice.

You can program them in a matter of seconds and they will get the job done.

If you need or want color in your messages, read on…

Color Indoor LED Signs

If you want an Indoor LED Sign, and sunlight is not a factor, and you want to use color, you might not want an LED Sign.

That’s right, I am recommending you consider something besides an LED Sign.

You should take a good look at a Plasma or LCD Display. They will allow you to connect directly to a computer and display TV quality pictures and video in addition to text. The cost will not be that much more then an LED Display but the capabilities will but greatly increased.

To Wrap It Up…

It is not enough to get people into your business, that is a great start but your job is not done at that point. You need to give your customers as much information as possible to maximize their visit in your store. Maximize it for BOTH of you. By saving them time having to go to another store you will build loyalty with them and you will build your bottom line.

LED Signs let you show your customers products and services they might not have know you offered. Just make sure your getting an LED Sign that will work for your application.

If you are interested in learning more about when to use different types of LED Displays, click here.

Are Color LED Signs Better Than Monochrome LED Signs?

Definitely yes!

Definitely no!

Confused? That is because it is not that straight forward of a question. It is a bit like asking which is better a truck or a car. Both are vehicles, both will get you where you are going. To answer “which one is better” you need to consider what you need it for.

It is the same with LED Signs. Which one is better depends on your business.

When is color better?

If you sell a product or a service that can be visualized, color might be right for you. Which is truer for your business:

  • A picture of my product is worth a thousand words
  • It takes a thousand words to describe my product

Color LED Signs are designed for and work best with the first scenario. Motorists can see a picture of a car, a meal, or a house and know instantly what you are selling. If the picture or video is enticing and they pull in, the sign has done its job.

On the other hand, video and picture capable LED Signs cost about twice as much as single color LED Signs.

So, if you are not sure you can sell your product or service with a picture or video, a monochrome unit might be better.

When is monochrome better?

A Monochrome Sign

A Monochrome Sign

A monochrome sign uses only one color of LED, usually red or amber. While they have some graphics capabilities, they are used primarily for text based messages.

In situations where a picture or video is not helpful in selling your products or services, monochrome signs offer a better Return On Investment. It is the text sales messages that will get the job done.

For instance, pictures will probably not help a financial services company, or a mortuary, or an insurance company. However, text based messages are very effective for these types of products and services.

When you are relying on text messages you need need a high contrast, bright display. Red on black with a high LED concentration (ie the number of LEDs in each pixel) will get you the most readable message.

As an added ‘bonus’ monochrome LED Signs cost about half of what color LED Signs cost.

The key with monochrome LED Signs is making sure it is big enough without being to big.

If it is too small you will not be able to put effective messages on it. If it is too big, it will still work but you will have spent more than you needed to.

The Correct Answer

My recommendation would be to make sure the company you purchase your LED Sign from takes the time to really understand how you can most effectively advertise on it. They also need to take the time to survey your location or they will not be able to make accurate recommendations on the optimal size.

With LED Signs there is no such thing as ‘One Size Fits All’. If you are talking with a company who is pushing you towards a particular sign without being able to tell you why it is the best type and size sign for your business, run. They have their commission in mind not your business.

Talk to an expert who will take the time to learn about your business and location BEFORE making a recommendation.

In the end that is the only way you will be able to answer the question we started with and get the best Return On Investment.

LED Sign Information – Got Questions? Eric Has Answers!

Hello Everyone,

My Name is Eric Stevens.  I have been designing, selling and installing LED Signs for nearly a decade now and I would like to make myself available to answer whatever questions you may have about purchasing an LED  Sign.  Leave your question here on this blog and I will answer it or you can email me (

You can also visit my company website which is .  Our website is a great resource for information in LED Signs including pricing, financing and installation information.

Eric Stevens
iCatch Displays
National Sales Manager