TLDR Key Takeaways
Digital signage is a powerful marketing tool, but if it's not used correctly, it can be ineffective or, even worse, damaging to your brand.
To get the most out of your digital signage, you need more than just good content. You need a strategy. From setting goals to testing performance, these nine best practices will help ensure your screens make a meaningful impact.
Answer the following questions to help you get the most out of your digital signage:
Start with why. Before creating any content, define what success looks like.
The first step to creating digital signage content is setting goals for your project. If there isn't a clear direction, it will be difficult to make an informed decision, so being specific about the outcome beforehand is essential.
Here are ways to do this:
Keep in mind that you should set realistic goals, as overly ambitious goals often leave you disappointed.
Now that you've established your actionable goals, you'll need to take the time to plan out your content strategy to ensure your content is relevant, engaging, and effective.
To do this, you'll need to determine which type of content you want to create: static or dynamic.
While it's possible to achieve simple static content with common software like Microsoft PowerPoint, you'll need to invest in advanced digital software to create interactive content that's genuinely engaging and improves your business outcomes.
You'll also need to determine who's going to manage your content. Will you use internal resources or utilize external solutions? You'll need to consider:
Many businesses use content management solutions, like Wallboard, that come equipped with various features to help them effectively create, manage, and set schedules for their digital signage.
Here's an example of how Wallboard uses widgets to help automate digital signage content:
When creating digital signage content, it's essential to guarantee that your content is accessible to everyone, including those with disabilities.
The Americans with Disabilities Act (ADA) requires businesses to provide equal access to goods, services, and information for all individuals. Digital signage content should also be accessible to those with hearing, visual, and physical impairments.
Here are a few tips for ADA-compliant interactive digital signage:
Design for clarity. Here’s how to make your signage pop and keep it legible.
First, the text should be legible from a distance and should be large enough to be seen clearly - a font size of 20-30 points is recommended for easy viewing from 7-10 feet. Try reading your digital signage from varying distances that you expect your audience to see them at.
Avoid using more than two or three fonts in your design. Too many fonts can make your content look cluttered. Stick with one or two main fonts and use additional fonts sparingly for emphasis.
Whenever possible, let your main message appear in the largest font size and in a font that is easy to read (sans-serif). Additionally, important information should use bolded fonts as it helps it stand out.
Implement the 3x5 text rule - each screen's content should have either a maximum of three lines of text with five words per line, or five lines of text with three words per line to enhance readability and ensure that your messages are easily digestible and impactful, even when viewed quickly.
Your digital signage content should have enough contrast to be easily visible. This means you'll want to use light colors on a dark background or vice versa.
Avoid using similar colors next to each other, as this can make your content more difficult to read.
The colors you use in your digital signage content should be eye-catching and attention-grabbing.
Bright colors are typically the best choice for this purpose. However, you'll want to avoid using too many colors in one space, as this can be overwhelming for viewers.
Typically, designers follow the 60-30-10 rule, which means the dominant color will be used 60% of the time, the secondary color will be used 30% of the time, and the accent color will be used 10% of the time.
Visuals help break up large blocks of text and add interest to your content. However, you will want to make sure that the visuals you use are relevant to your brand and message.
Remember, the majority of your audience absorbs content from left to right. It is best to place your image on the left side of your design because it is easier for your audience to process images if they are left-aligned and leave your copy on the right.
You'll also need to consider image ratios when you include visuals. While some devices have their own specific ratios, the most common ones you'll need are:
The best digital signage content is designed to meet the specific needs of the audience at each point of interaction.
Your content should be tailored to the specific situation to maximize its impact, whether it's a transit stop, a retail store, or a waiting room.
There are three different types of viewing patterns based on location.
Your digital signage content needs to be eye-catching and informative if you want it to stand out from the rest. One way to do this is by using an attention-grabbing headline. Here are some tips on writing engaging headlines:
You'll also need a clear and compelling CTA that will appeal to your audience. It should be relevant and easy for them to understand. It shouldn't contain unnecessary jargon or technical language to accomplish this goal.
Remember, this is your last chance to trigger the desired action, whether it's completing a purchase or visiting your website. Don't miss out on this opportunity by not having the right CTA.
It is important to keep your message clear and concise when creating digital signage content. This will ensure that your audience understands your message and can take the appropriate action.
The 3x5 rule is one way to accomplish this. This rule simply states that your content should contain three lines with five words or five lines with three words.
Alternatively, you can use an information hierarchy to convey your message. This method calls for a large heading, a smaller copy, and a medium-sized CTA. It will look something like this:
To create a proper schedule for your messaging loops, you'll need to consider the location your content will be displayed for you to set the appropriate times. You'll want to convey short messages (roughly 5-8 seconds long) in a location where your audience is in transit.
Remember, your audience will need to view your message a few times before it really sinks in.
You'll also want to make sure you update your content to stay fresh and relevant. Determine how often you want to change your messages (daily, weekly, monthly), and don't underestimate the power of alternating the color scheme or background.
Now that you've got your digital signage content up and running, it's time to make sure it's effective. Here are some ways to test, monitor, and improve your digital signage content:
Choosing the right hardware for your digital signage can really make or break its effectiveness and how your content dispays, and here's why it matters:
So, picking the right hardware isn't just a technical decision—it’s about making sure your digital signage works as hard as you do on your quality content!
What is the 3x5 rule in digital signage?
It’s a content design rule: use 3 lines of 5 words or 5 lines of 3 words for easier readability.
What makes digital signage ADA-compliant?
Compliance includes proper screen height, legible fonts, and accessibility features like speech output or tactile input.
How often should I update my digital signage content?
At least monthly for static environments; weekly or daily for dynamic, high-traffic locations.
What is the best font for digital signage?
Sans-serif fonts like Helvetica or Arial are most legible at a distance.
Ready to turn these best practices into action? Wallboard's no-code CMS lets you create, schedule, and manage engaging digital signage content across any number of screens—no tech team required.
From dynamic templates and real-time data integrations to advanced scheduling and analytics, Wallboard makes it easy to optimize every screen in your network.
Book a demo today and see what your signage could really do.
Get in touch with us and schedule a demo.
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