TLDR Key Takeaways
The information displayed on digital signage is remembered and retained almost twice as much as information conveyed through traditional advertising.
If you're not utilizing digital signage best practices, you're bound to get beat out by your competition. Don't worry; we've got you covered.
Let’s look at ways to maximize the effectiveness of digital signage content.
Digital signage is a powerful marketing tool, but if it's not used correctly, it can be ineffective or, even worse, damaging to your brand.
Here are nine best practices to help you get the most out of your digital signage:
The first step to creating digital signage content is setting goals for your project. If there isn't a clear direction, it will be difficult to make an informed decision, so being specific about the outcome beforehand is essential.
Here are ways to do this:
Keep in mind that you should set realistic goals, as overly ambitious goals often leave you disappointed.
Now that you've established your actionable goals, you'll need to take the time to plan out your content strategy to ensure your content is relevant, engaging, and effective.
To do this, you'll need to determine which type of content you want to create: static or dynamic.
While it's possible to achieve simple static content with common software like Microsoft PowerPoint, you'll need to invest in advanced digital software to create interactive content that's genuinely engaging and improves your business outcomes.
You'll also need to determine who's going to manage your content. Will you use internal resources or utilize external solutions? You'll need to consider:
Many businesses use content management solutions, like Wallboard, that come equipped with various features to help them effectively create, manage, and set schedules for their digital signage.
Here's an example of how Wallboard uses widgets to help automate digital signage content:
When creating digital signage content, it's essential to guarantee that your content is accessible to everyone, including those with disabilities.
The Americans with Disabilities Act (ADA) requires businesses to provide equal access to goods, services, and information for all individuals. Digital signage content should also be accessible to those with hearing, visual, and physical impairments.
Here are a few tips for ADA-compliant interactive digital signage:
When it comes to designing your digital signage content, there are certain style choices that you should follow to ensure that your content is readable and engaging.
First, the text should be legible from a distance and should be large enough to be seen clearly. Try reading your digital signage from distances you expect your audience to see them.
Avoid using more than two or three fonts in your design. Too many fonts can make your content look cluttered. Stick with one or two main fonts and use additional fonts sparingly for emphasis.
Whenever possible, let your main message appear in the largest font size and in a font that is easy to read (sans-serif). Additionally, important information should use bolded fonts as it helps it stand out.
Your digital signage content should have enough contrast to be easily visible. This means you'll want to use light colors on a dark background or vice versa.
Avoid using similar colors next to each other, as this can make your content more difficult to read.
The colors you use in your digital signage content should be eye-catching and attention-grabbing.
Bright colors are typically the best choice for this purpose. However, you'll want to avoid using too many colors in one space, as this can be overwhelming for viewers.
Typically, designers follow the 60-30-10 rule, which means the dominant color will be used 60% of the time, the secondary color will be used 30% of the time, and the accent color will be used 10% of the time.
Visuals help break up large blocks of text and add interest to your content. However, you will want to make sure that the visuals you use are relevant to your brand and message.
Remember, the majority of your audience absorbs content from left to right. It is best to place your image on the left side of your design because it is easier for your audience to process images if they are left-aligned and leave your copy on the right.
You'll also need to consider image ratios when you include visuals. While some devices have their own specific ratios, the most common ones you'll need are:
The best digital signage content is designed to meet the specific needs of the audience at each point of interaction.
Your content should be tailored to the specific situation to maximize its impact, whether it's a transit stop, a retail store, or a waiting room.
There are three different types of viewing patterns based on location.
Your digital signage content needs to be eye-catching and informative if you want it to stand out from the rest. One way to do this is by using an attention-grabbing headline. Here are some tips on writing engaging headlines:
You'll also need a clear and compelling CTA that will appeal to your audience. It should be relevant and easy for them to understand. It shouldn't contain unnecessary jargon or technical language to accomplish this goal.
Remember, this is your last chance to trigger the desired action, whether it's completing a purchase or visiting your website. Don't miss out on this opportunity by not having the right CTA.
It is important to keep your message clear and concise when creating digital signage content. This will ensure that your audience understands your message and can take the appropriate action.
The 3x5 rule is one way to accomplish this. This rule simply states that your content should contain three lines with five words or five lines with three words.
Alternatively, you can use an information hierarchy to convey your message. This method calls for a large heading, a smaller copy, and a medium-sized CTA. It will look something like this:
To create a proper schedule for your messaging loops, you'll need to consider the location your content will be displayed for you to set the appropriate times. You'll want to convey short messages (roughly 5-8 seconds long) in a location where your audience is in transit.
Remember, your audience will need to view your message a few times before it really sinks in.
You'll also want to make sure you update your content to stay fresh and relevant. Determine how often you want to change your messages (daily, weekly, monthly), and don't underestimate the power of alternating the color scheme or background.
Now that you've got your digital signage content up and running, it's time to make sure it's effective. Here are some ways to test, monitor, and improve your digital signage content:
In light of these best practices, it's easy to see how digital signage has limitless potential. However, if you're using PowerPoint, Google Slides, or simple digital signage software, you're barely scratching the surface of what's possible with your digital signage content.
To take advantage of the newest technologies that allow you to create truly interactive experiences, you need comprehensive digital signage software—and Wallboard has all the tools you need to blow your competition away.
Wallboard takes your company's marketing and advertising strategies to the next level by integrating digital signage networks with advanced technology like AI cameras or other interactive experiences.
If you're not leveraging the full potential of digital signage, your organization is missing out on a ton of opportunities. Let us show you what you're missing. Get in touch with us and schedule a demo.