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General suggestions or questions about the SparkFun Electronics website
By jasonharper
#13484
25-30 mA is typical for a discrete LED, so I would assume that it applies to the individual LEDs of the matrix. There wouldn't be a spec for "the entire matrix turned on" anyway, as that would never happen in practice (at most one full row or column would be illuminated at a time).
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By sparky
#13526
Max for each LED.

Most LEDs take 20mA max, these can take 25-30mA per LED for greater light output.

-Nathan