Your Guess-Free Guide to Creating Impactful, Digital Signage
digital signage becomes more commonplace and signs get bigger and flashier, the
best way to make yours stand out is with well-designed, well-planned content. And
the best way for integrated marketers to create content that sells is with
these tried, trusted best practices that put everything in black and white – no
Choose the Right
layout should create a neat hierarchy that tells your audience what’s most
important, then moves them through the supporting text and visuals.
you’re designing with minimal copy – and you will be, after reading the next
tip – design with a Z pattern (eyes move left to right, top to bottom) in mind.
if you’re including video content, using an F pattern (eyes move across the
top, down the left, then across the page) will be more engaging to your
Keep Copy Concise
one of those mathematical marketing mysteries
settled: the right
amount of copy for digital signage. Aim for no more than three lines of text
with five or fewer words per line (or vice versa). This gives your audience
ample time to digest each message.
Play the Numbers Game
it on Buzzfeed if you must: numbers, particularly when used in a headline, draw
people in. Numbers make our brains happy, and in an increasingly
attention-span-limited world, they convey concrete facts quickly. Incorporate
them in your signage when you can, and follow a few simple considerations:
use Arabic numerals (e.g., 1, 5, 57) rather than spelling numbers out (e.g.,
but true: odd numbers are more credible than even ones.
use numbers to generate social proof, especially if you have a strong following
on social media. For example, if you
have a signage frame asking customers to like or follow a page or feed, include
the number of followers you already have.
marketers already use content calendars for social media, so why not adopt for your digital
signage? But instead of weeks or months, think seconds and minutes. Here’s the
optimal timing, based on sign location and audience:
viewing (foot traffic or casual shoppers): 30 seconds
viewing (reception desk, or quick-service restaurant): 30 seconds – two minutes
viewing (office, sit-down restaurant, waiting area): two – 30 minutes
Looking for more tips on creating great content?
Start with these writing tips from best-selling
, then brush up on
these signage essentials