The Challenge of Choice

31 Oct 2018

An LED screen

The rise of LED screens has changed the way we live our lives. From advertising and marketing, to how we consume content and information, this technology presents us with a powerful tool. There are a great many factors to consider when choosing an LED screen. You'll need to spend some time deciding exactly which one is for you, based on your budget and your needs. In this post, we take a look at some of the considerations you'll need to make when purchasing a new LED screen for business.

Pixel pitch

An LED screen should be judged by its pixel pitch. This is the distance, in millimetres, from the centre of one LED pixel to the centre of the next pixel. Depending on the size of your screen or its intended use, a screen's pixel pitch might be anything from 10mm to under 1mm. The smaller the number, the better the resolution of your screen. However, it also comes with a higher cost.

This means that deciding on your optimum pixel pitch isn't just a matter of going for the best resolution. For example, if your screen is going to be mounted on the side of a building or at a stadium, it's likely that your intended audience will be some distance away. A higher pixel pitch generally presents the best solution.

If your screen is intended for a retail environment like inside a store, you should probably aim for around 2.5mm. However, this will depend on the desired viewing distance and the size of the store in question.


When choosing an LED screen, you should make an effort to study its ability to create good blacks. A screen with a good black will have an improved contrast ratio, meaning brighter colours and a more interesting and engaging picture. If you've spent a great deal on advertising, it seems a waste to display it on a screen with poorer blacks and contrast.

If your screen is outside, the picture will have to contend with a lot of natural light making it imperative to choose a screen with a high contrast. It’s still important to consider your contrast levels for an indoor screen, but since indoor ambient light levels will be lower, this is slightly less crucial.

Refresh rate

Your screen's refresh rate is quantified by the number of times it draws the data on the screen in any given second. Measured in Hertz (Hz), the higher the refresh rate, the smoother the picture. For stadiums and other uses of large screens, it will be necessary to choose a screen with a high refresh rate. This is because television cameras will pick up a lower rate and it will flicker on the screen, something any advertiser will be keen to avoid.

That being said, a 'standard' LED screen has a refresh rate five times that of a traditional television screen, a sign of how far technology has advanced. This is around 300Hz, while a stadium screen probably needs a refresh rate of around 800Hz or higher.

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