Application and visual performance of tungsten oxide in advertising design

Abstract

Tungsten oxide (WO₃) has recently gained attention as an electrochromic material for dynamic display technologies, particularly advertising, due to its tunable optical and electrochemical properties. In this study, we compared WO₃ with titanium dioxide (TiO₂) coatings and commercial display films. WO₃ layers with thicknesses of 2, 4, and 6 nm were fabricated using a surfactant-assisted spray pyrolytic method to ensure uniformity and adhesion. TiO₂ coatings served as controls. To confirm the monoclinic phase of WO₃, X-ray diffraction was performed. Optical performance was assessed through UV–Vis–NIR transmission and reflection spectra, while electrochemical behaviour was measured using cyclic voltammetry, chronoamperometry, and electrochemical impedance spectroscopy. Durability testing included monitoring transmission and charge insertion/extraction over cycling, alongside environmental stability assessments. An economic evaluation compared Material and operational costs. At 6 nm, TiO₂ films achieved a sharpness score of 70, 75% contrast and 80% colour purity, with transmittance of 55% and colouration efficiency of 0.65 cm²/C. Their switching time was 15 s, and performance degraded significantly after extended cycling, including delamination beyond 50,000 cycles. By contrast, WO₃ films showed higher transmittance (70%), faster switching (12 s), and better colouration efficiency (0.75 cm²/C). They also exhibited more stable charge density retention, improved ion mobility, and stronger current responses in voltammetry. Overall, WO₃ films demonstrated superior optical clarity, faster response, and better durability compared to TiO₂. These findings suggests that WO₃ is a promising, cost-effective material for next-generation electrochromic displays in advertising applications.