Digital display screens have transformed the landscape of out of home advertising (OOH). They can now be found everywhere from retail stores to sports stadiums and transport hubs, and are capable of displaying content with greater clarity and brightness than ever before. However it’s still crucial to have well designed content that is engaging and memorable.
Here are some top tips for crafting the perfect digital signage solutions and to make the best use of this powerful marketing and advertising tool.
Define your goals
First of all, work out what you want to achieve with the content. Is it to inform your audience about an event or a schedule, to educate or persuade them, or to entertain or inspire them?
Who is your target audience? Make sure that you are addressing their interests and concerns and that your content is tailored to their age group, income level, problems or aspirations.
Decide if you want static or dynamic content
Static content is simply a digital poster that is left to run without any changes, while dynamic content can be interactive or change in response to certain triggers. For example, proximity displays have built in sensors so that they can adjust content based on passerby information. This means that the most appropriate content is displayed at all times.
With a content management system, it is possible to change the display of any type of digital screen without the extra time and expense associated with traditional printed displays.
Keep your message simple and direct
The content should be easily comprehensible within a first glance, because in most cases the audience will be passing by rather than stationary. Attention spans are short, so use as few words as possible and get straight to the point.
Use high quality images
Digital screens offer brilliant clarity and brightness, so it’s essential to use high quality images that are no smaller than 72 dpi and are attractive and eye-catching. Use bold colour contrasts to make sure that all the elements stand out.
Use composition that leads the eye
Avoid overcrowding the screen, otherwise the viewer will find it difficult to know what to focus on. You should arrange the layout so that it leads the eye to the most important information.
Consider the context
Remember that the content may look great on a laptop, but when placed in context it may lose its impact. Always bear in mind from what distance the screen will be viewed from, the size of the screen, and whether it will be displayed indoors or outdoors.
Screens that are designed to convey information, such as menu boards or event schedules, will need to have a clear sans serif font with a high contrast between the background and foreground.
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