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Rules Of Engagement: Creating Effective Digital Signage Content

By Erik Blair

Republish: EasyPublish™ Published: 15Feb2012 Word count: 1385 Viewed: 24 time(s) Get Free Content For Your Site

The content displayed across your digital signage network is the most important element of the system. To be sure, the capacity of the media players is important. So too is the software that organizes and distributes the clips and loops to your screens. But none of these components match the significance of your content of your digital signage. It is the ingredient that determines whether your DOOH platform is producing positive results. The challenge is creating content that is effective.

This article will provide several critical elements that should be incorporated into your digital signage clips. Each one improves the likelihood that viewers will watch the screens, and take your desired action.

Use Themes And Design Elements That Offer High Contrast

This seems intuitive. The more contrast that exists between your text, creatives, and overall theme, the less difficulty viewers will experience trying to discern your message. With plenty of contrast, the words will be easier to read; the design elements will be clearer, and easier to see; and as a result, your messaging will have a much better chance of generating the response you hope the audience will take.

Despite this truism, many businesses continue to stream clips in which the contrast between the colors of words and backgrounds is slight. Green and blue, green and red, and orange and purple, represent a few examples. Black type on a yellow background is much easier to see, especially at a distance.

Keep The Message And Design Simple

When creating digital signage content, keep your messaging as simple as possible. Keep the design simple, as well. Doing so produces a few important benefits.

First, those who are watching your clips are more likely to continue watching if they can easily understand them. Simplicity in messaging motivates them to stay, increasing each screen's average dwell time. Second, a clear, simple message is more likely to be remembered than a complex one. Third, a clip that can be easily recalled is more likely to produce the desired effect. This may include buying a particular product, calling a toll-free number, or asking an employee for details regarding a sale. Simple is usually better.

Shorten Clips As Much As Possible

In the context of your digital signage clips, brevity is closely related to simplicity. The shorter your segments are, the easier it will be for your audience to remember them. Each second that passes lowers their recall. Each extra word does the same. In most cases, this will influence the effectiveness of your content.

If you are using digital signage merely to entertain viewers (e.g. at checkout lanes to lessen the perceived wait time), your clips can be as long as you'd like. But if you are trying to prompt a specific response, shorten them as much as possible.

Use Fonts That Are Easy To Read

This may seem to be a simple suggestion, but a lot of DOOH content is created with hard-to read font styles. If the words used in your segments are difficult to read, your audience may not receive your intended message. It follows that they will be less likely to take your desired action.

As a rule, serif fonts (e.g. Times Roman) are more difficult to read on digital signage screens than sans serif fonts (e.g. Arial). In addition, multiple fonts that are next to one another are more difficult to read than a single font. Choose the font style wisely. Avoid italicizing words, using all caps, and placing lines of text too closely.

A Final Note: End With A Call To Action

Throughout this discussion, we've have assumed that every clip you create for your digital signage network is designed to achieve a particular end. As noted earlier, this might mean compelling the viewer to purchase an item or call a toll-free number for information. Whatever goal you have for your segments, include a call to action. Your audience will be more inclined to respond if you instruct them in how to do so.

Each of the above items should play a key role in your digital signage content. Together, they will help you to capture your viewers' attention, and compel them to act.

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