Digital signage, which is advertising media using a liquid crystal display (LCD), is increasing in popularity. One possible application is wireless communications between digital signage and viewers. We focus on image-sensor-based visible light communication (VLC). Image-sensor-based VLC requires only an image sensor (IS), which is common equipment in smart phones. In the proposed method, an information signal is displayed on LCD. However, embedding the information signal into an advertisement may decrease the quality. We propose blue color difference modulation to make such signals imperceptible. We implemented a VLC system between digital signage and IS to demonstrate, the effectiveness of the proposed modulation in a real environment.