Digital Signage Content

Tailoring Content to Digital Signage

Content is a key aspect of any digital signage deployment and one that companies consistently struggle to adequately tackle.

Your digital signage should be a natural extension of your brand, culture and environment. Without compelling digital signage content and proper design, you’ll just be hanging TVs on a wall.

Engage with your audience

Successful digital signage captures the attention of your target viewer. Without an interesting image or message, no one is going to watch. The average dwell time for digital signage is around 10 seconds. That’s not much time to get your ideas across.

When designing for digital signage, think about billboards you see on the highway. It has to be short and simple. Each digital signage project should have specific goals: educate, drive business and serve as a resource for information.

Screen layout and design

Organizing your screen based on what sort of message you want to deliver is fundamentally important. You will want to “zone” or organize the screen by the hierarchy of information. Signage should be easy to navigate: Content zones of information should be sized according to importance. Try not to confuse the viewer with too much information. A cluttered screen will turn off viewers if they don’t know what to look at. As Leonardo DaVinci once said, “Simplicity is the ultimate sophistication.”

Targeted and segmented information

Digital Signage should be designed with a target demographic in mind, from Teens/Young Adults/Middle Aged to the Elderly. Digital signage can make the most of modern advances in technology with QR Codes and MS Tags, which is something that appeals to the teen and adult age group. QR Codes and MS Tags allow vital information to be captured from the digital signage display to their mobile phone. This could include meeting information, coupons, social media or a website link. Users then walk away from the display with your message or intended information in their hands.


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