Hello.Nice to meet you.

CREATING EFFECTIVE DIGITAL SIGNAGE CONTENT

Without content, a digital signage install just won’t work. Creating effective content is simple once you know a few basic principles.

CONTENT IS KEY

Restaurants

Airports

Retail

Education

Theaters

Government

Corporate

Healthcare

Outdoor

DIGITAL SIGNAGE VENUES

KINDS OF DIGITAL

SIGNAGEDS Advertising Networks

Digital Billboards

Wayfinding

L-Frame Digital Signage

Menu Boards

Waiting Room networks

Info Kiosks

Grab viewer’s attention

Clearly and quickly communicate your message

Inform

Educate

Leave a lasting impression

WHAT SHOULD CONTENT DO?

After years of research in the field, experts have some great advice on creating content that gets results based on scientific evidence.

HOW TO CREATE EFFECTIVE CONTENT

Keep your messaging simple.

Position important messaging first and last. Whatever appears last should be the most important message along with your call to action.

Less important messaging comes in the middle.

Vary the speed. Important messaging is slower, while secondary messaging moves on and off screen faster.

SIMPLICITY IN MESSAGING

Research proves that people can only hold on to 7 pieces of information at a time. Make sure your messaging does not exceed this limit.

If you can, reduce your message to two or 3 main points.

Consider repeating important phrases and grouping like items.

Consider using alliteration and rhyme to aid in memory.

SIMPLICITY IN MESSAGING

Use symbols and imagery that make sense to your viewers.

OPTIMIZE FOR CONTEXT

Poison Pirate

Keep in mind the demographic of your audience, the location of the screen and time of day.

OPTIMIZE FOR CONTEXT

BREAKFAST

Keep in mind the demographic of your audience, the location of the screen and time of day.

OPTIMIZE FOR CONTEXT

LUNCH

Incorrect context!

Be cautious when using imagery that humans are hardwired to respond to (like faces and babies). If they aren’t relevant, they can overpower your message.

ELIMINATE DISTRACTIONS

Keep text simple and clear.

Create a compelling call to action. Keep the verb and subject close together.

Leave important items like logos and phone numbers up for the duration of the ad.

Make it as easy as possible for the viewer to act on your call to action.

CREATING COPY

Use bold & simple sans-serif fonts.USING FONTS

DINSans-serif fonts are without

any decorative flourishes.

Better for Title Text and Digital Formats.

Serifs are small decorative flourishes on the end of the

letter strokes.

Better for the printed page.

Georgia

AVOID USING ALL CAPS!!!

USING FONTS

AVOID SKEWED TEXT!!!USING FONTS

(and that means italics too)

USING FONTS

AVOID STACKINGUSING FONTS

too manyLINES OF TEXT

Use color to reinforce the branding and style of your advertiser.

USING COLOR

Avoid “vibrating” color combinations that can cause eye strain.

USING COLOR

Contrasting colors and values make content more legible

USING CONTRAST

Good-High Color and Value Contrast Bad-Low Color and Value Contrast

Envision a series of still frames or posters.

Viewers should have enough time to process each frame

Some elements (logos, phone numbers) should stay static.

Use motion to • create interest • transition between frames • grab initial attention

Just because it can move, doesn’t mean it should move.

USING MOTION

Attention Grabbing

Clear and Concise

Informative

Educational

Memorable

EFFECTIVE CONTENT IS:

Thanks.It’s been a pleasure.