9 Vital Considerations To Keep in Mind For Digital Signage Content

Demonstration of graphic rules for an effective digital signage via Reddit

Digital signage content isn’t like any other form of media,

It’s not as simple as throwing a few images or videos onto a screen.

It’s about understanding how to design, craft, and deliver content that grabs attention, engages the audience, and leaves a lasting impact.

Every element including design, timing, motion, interactivity, needs to work together seamlessly to ensure your message resonates.

Whether you’re using generative AI to develop content or relying on traditional methods, the rules for digital signage content are clear: you need to balance clarity, engagement, and personalization.

1. Design Considerations 

Creating an effective and immersive digital signage starts with a thoughtful design. 

Poor design can ruin your customer engagement, even if the content is on-point. When designing for digital signage, always focus on clarity, readability, and how easy it is to digest the message at a glance.

Screen ratios and resolution

  • Aspect Ratios: Ensure that your content matches the screen’s aspect ratio. Mismatched ratios distort images and make your display look unprofessional. The standard 16:9 ratio fits most widescreens, while 4:3 works for more square screens.   
  • Resolution: Never compromise on resolution. Always use high-quality images and videos, especially for larger displays. For any significant content, HD (1920×1080) should be the minimum resolution. If you want your content to stand out, blurry visuals won’t cut it. 

Content layout

Alt text: Demonstration of graphic rules for an effective digital signage via Reddit

  • Hierarchy: Content should follow a clear hierarchy. The most important information, like headlines, should be big and bold, while details can be smaller but still readable. A clear hierarchy ensures your audience knows exactly where to look first. 
  • Rule of Thirds: Follow design principles like the rule of thirds to guide the viewer’s eye. This layout technique divides the screen into three horizontal and vertical sections, helping position key elements for better engagement. 
  • Whitespace: Negative space, or whitespace, is a powerful tool. Overcrowding your design with too much text or imagery will make it harder for viewers to focus. Use whitespace to direct attention to the main message without overwhelming the audience. 
  • Symmetry and Balance: A balanced design is visually appealing. Make sure one section doesn’t overpower another, and use symmetry where possible. A cohesive, balanced design draws the eye naturally across the content.

Use different layout for different content

Fonts and text sizing

  • Sans-Serif Fonts: Usually, you’ll find most digital signage content using Sans-Serif fonts like Arial, Verdana, Roboto, Helvetica, etc. But this best practice comes from a time when screen resolutions weren’t as good as they are today. So if you absolutely must use Serif fonts for your signage content, go for it. But ensure that you focus on legibility over everything else.
  • Font Size: Bigger is better when it comes to signage. A minimum font size of 20pt for the main body text works for larger screens, while headlines should be even larger, 40pt or more.

    Keep in mind that people need to read your message at a glance, especially in busy locations like malls or airports. 
  • Consistency: Stick to a consistent font style and size across your display. Too many variations create confusion and visual clutter. Pick two or three font sizes and use them throughout your design.

Dwell-time design rules

  • Quick Engagement: Think about how long people will view your signage. For areas with high foot traffic, aim for a design that communicates key messages in 3-5 seconds.

    For example, fast-food restaurants often use digital menus that rotate images quickly to show specials. This ensures they capture attention without holding the viewer up. 
  • Sequential Messaging: For spaces where viewers might linger longer (like waiting areas), use multiple slides or screens to gradually reveal information. This keeps the content fresh and maintains interest.

Colors and contrast

  • High Contrast: High contrast is critical for readability. Use light text on dark backgrounds or dark text on light backgrounds to ensure your message is visible from a distance.

    Poor contrast can render your content unreadable, especially in brightly lit environments. 
  • Color Psychology: The colors you choose affect how your message is perceived. Just like red conveys urgency, while blue builds trust. Choose colors that match the tone of your message.

    If your goal is to create a sense of calm (like in a spa setting), softer hues like greens and blues work best. 
  • Brand Colors: Keep your color palette consistent with your brand. Too many colors can overwhelm the viewer, so stick to two or three.

    L Squared’s content management platform makes it easy to align your content with your brand guidelines, ensuring cohesive, professional displays.

Bonus

  • Icons and Graphics: Use universally recognized icons to enhance comprehension. For example, a shopping cart icon can easily signal online shopping without needing text. But don’t overload the screen with icons, they should clarify, not confuse. 
  • Animation: Subtle animations can grab attention without being distracting. Think about adding simple fades or zooms to highlight key information, but avoid fast, repetitive motion, which can be annoying or overwhelming.

2. Interactivity and Immersion Considerations

Interactive digital signage is a game-changer. It takes a passive viewing experience and turns it into something engaging and memorable. By encouraging your audience to participate, you keep them interested for longer and drive home your message with more impact. 

Touchscreen optimization

  • Button Size and Placement: Your buttons should be big enough for anyone to tap comfortably, and they should be positioned naturally within reach.

    Ever tried to navigate a touchscreen kiosk and found the buttons too small or awkwardly placed? Frustrating, right? Don’t make that mistake.   
  • Clear Instructions: Simple, intuitive instructions are a must. If users don’t know how to interact with your display, they won’t.

    Short phrases like “Tap for More Info” or “Swipe to Browse” can go a long way in improving engagement. Make sure instructions are clear, concise, and visible.

Motion sensors

  • Proximity Triggers: Motion sensors are a great way to surprise and engage your audience. As someone approaches the display, it can change content, inviting them to come closer or interact.  
  • Idle Content: When your display isn’t actively being used, it shouldn’t just sit idle. Use subtle animations, scrolling messages, or eye-catching graphics to entice viewers to approach.

    Think of it like a store window, an empty one gets passed by, but one with a moving display draws attention. 

AR/VR content considerations

  • Seamless Integration: Augmented reality (AR) and virtual reality (VR) elements should feel natural. When done well, AR/VR can create an immersive experience, but if poorly executed, it’ll feel gimmicky.  
  • Value-Add, Not Gimmick: AR and VR should provide additional layers of information or experience.
    Whether it’s allowing users to explore 3D models of products or get extra context on a piece of art in a museum, these features need to enhance the experience, not feel like they’re just there for show.

Gamification

  • Interactive Challenges or Games: Incorporating small challenges or games into your signage can engage people for longer periods. This works especially well in retail environments or at events.  
  • Rewards and Incentives: Offering rewards for interaction is a proven way to maintain engagement. Whether it’s a discount code, free item, or a special offer, people love a good incentive.

    If a user completes a challenge on your digital signage, reward them with a promo code that they can use immediately, driving real-time action and sales.

Enhance user experience with interactive and immersive digital signage

3. Contextual Personalization Considerations

Personalized content feels more relevant, grabs attention, and drives action. 

When digital signage adapts to the viewer’s context, whether it’s time, location, or demographics, it becomes more effective.

Contextual personalization ensures that the message resonates with your audience, making it more likely to stick.

Targeted messaging based on time/day

  • Time-Sensitive Content: Adjust your content based on the time of day. For example, a restaurant’s digital signage can promote breakfast specials in the morning and dinner menus in the evening, keeping the content fresh and relevant for the audience. 
  • Day-Parting: Customize your signage content for different days of the week. You could promote weekday specials on Monday through Friday, and then shift to weekend events or deals on Saturdays and Sundays. 

Audience-specific messaging

  • Demographics: Knowing your audience is key. Digital signage in a high school might use quick, energetic messages with bright visuals to appeal to a younger audience.

    While signage in a healthcare facility should be slower-paced, providing detailed information with a calming color palette.

    Different age groups, genders, or interest segments respond to different types of content, so tailor your message accordingly.

Environmental triggers

  • Weather and Local Events: Digital signage can adapt to real-time environmental factors like the weather or nearby events. If there’s a local concert happening nearby, signage could advertise related merchandise or nearby food outlets for concertgoers.

    This type of smart content adjustment keeps your signage relevant and timely, increasing the likelihood that your audience will take action.

4. Accessibility Considerations

Accessibility is essential for making sure everyone can engage with your digital signage, regardless of their abilities.

Your content should be designed with inclusivity in mind, allowing people with different physical or cognitive limitations to interact effectively.

Prioritizing accessibility not only broadens your audience but also helps ensure compliance with legal standards like the Americans with Disabilities Act (ADA).

Alt-text for screen readers

  • Text Descriptions: For individuals who are visually impaired, alt-text is crucial. Screen readers can interpret text-based content, but they need proper descriptions to convey visual elements like images, videos, or interactive components.

Colorblind-friendly design

  • Avoid Red-Green Combinations: Consider using patterns or shapes to further differentiate elements beyond color. Red-green colorblindness is one of the most common types, affecting a significant portion of the population. 

Audio subtitles

  • Closed Captions: Any audio or video content in your signage should always include closed captions. This ensures that viewers with hearing impairments can still engage with the information being presented.

    Whether it’s a short promotional video or an instructional demo, captions make your content accessible to a broader audience.

    For example, a mall directory kiosk might feature a video that explains store locations or promotions. Adding captions allows individuals with hearing impairments to follow along without missing key details.

Simple navigation

  • For interactive content, keep the navigation as straightforward as possible. Avoid complex gestures or controls, which can be frustrating or inaccessible to people with motor impairments.

    Ensure that buttons and interactive elements are large, responsive, and easy to use. 

5. Location and Environment Considerations

The physical environment of your digital signage plays a massive role in how it’s perceived and interacted with.

It’s not enough to create visually appealing content; you must also consider the surroundings, lighting conditions, and traffic patterns that affect how people engage with your signage.

Indoor vs. outdoor signage

  • Brightness and Contrast: Outdoor signage faces unique challenges, including direct sunlight, which can wash out content if the brightness isn’t set high enough. Indoor signage can be softer, but it still needs to be visible from a distance.

    For instance, digital billboards along highways need to crank up brightness levels to combat sunlight, while indoor signage at a retail store can maintain a more moderate brightness. Read more

Viewing distance and angle

  • Close vs. Far: If your signage is designed to be viewed from close range, like a digital kiosk in a shopping mall, you can include more detailed information, as users will have time to read through the content.

    However, for signage that will be viewed from far away, such as at an airport or on a street, you need to prioritize bold, simple visuals with minimal text.

    Larger fonts and prominent visuals help ensure that the message is clear, even from a distance.
  • Viewing Angles: Content should remain clear and readable from various angles, especially in environments where people may not be viewing the screen head-on. Consider how signage in an open space, like a mall, must be visible from multiple directions.

    Testing your design from different angles ensures that it looks good and remains legible from all vantage points.

Traffic flow

  • Natural Viewing Path: Place your signage where it fits naturally into the viewer’s line of sight. Don’t expect people to go out of their way to look at your screen. Instead, put it in high-traffic areas where people are already walking by.

    For instance, signage in airports or train stations is usually placed along natural walking paths, near gates or exits, so people can view it effortlessly as they move.

6. Motion Considerations

Motion in digital signage is powerful for grabbing attention, but too much of it can overwhelm or distract viewers. 

The key is to use motion strategically, guiding the viewer’s eye without overwhelming them with unnecessary effects. Well-timed and subtle animations can make your message more engaging and help direct focus to key information.

Subtle animations

  • Highlight Key Information: Motion should be used to emphasize important elements of your content. Subtle animations like a gentle fade-in or a smooth zoom on a product can draw the viewer’s attention without being disruptive. 

Subtle motion can also be used to create visual hierarchy. A good example would be a restaurant digital menu board where the day’s special slowly fades in at the top of the screen to draw extra attention to it.

Timing and transitions

  • Smooth Transitions: Abrupt or jarring transitions between content can confuse viewers and disrupt the flow of information. Instead, use smooth, seamless transitions between slides or videos to maintain a consistent experience.

    This ensures that the viewer remains focused on the content and isn’t distracted by harsh cuts or rapid changes. 
  • Pacing: Give the audience enough time to absorb your content before switching to the next screen. Content that changes too quickly risks leaving viewers confused or missing the message entirely.

    A digital signage in a busy subway station might cycle through simple, high-impact messages every 5-7 seconds, ensuring that even passersby get the main point. 

7. Audio Considerations

Sound can significantly enhance the engagement level of digital signage, but it must be managed carefully to avoid irritating viewers. 

When used effectively, audio can provide an extra layer of information, draw attention, and enhance the overall viewer experience. 

However, it’s essential to strike a balance between being informative and respectful of the audience’s environment. 

Sound levels

  • Appropriate Volume: The volume of audio should fit the environment where the signage is placed. Outdoor signage may require louder audio to be heard over background noise, while indoor signage should generally maintain a softer, more inviting volume.

    For example, a digital billboard outside a busy shopping center might use louder sound to stand out, while a menu board in a quiet café should have softer volume to match the calm atmosphere.

Audio triggers

  • Selective Audio: Use audio selectively to create a more interactive experience. Instead of playing continuous sound, trigger audio only when necessary, such as when a user interacts with the signage.

    This avoids constant noise pollution and allows viewers to engage with the content at their own pace.

Syncing audio with visuals

  • Synchronization: Ensuring that audio content is perfectly in sync with visual displays is crucial. Mismatched audio and visuals can confuse viewers and detract from the message.

    If a digital signage features a video that includes dialogue or sound effects, the audio should align seamlessly with the corresponding visuals.

    For example, a digital signage promoting a new product should ensure that audio, like voiceovers or music, is timed with the visuals to enhance understanding and viewer enjoyment.

 Alt text: Sync what you are saying with what your digital screens shows  

8. Branding and Legal Considerations

When it comes to digital signage, branding and legal compliance are essential. Consistency in branding helps establish recognition and trust, while adhering to legal standards protects you from potential issues.

Both aspects are critical for delivering a professional and trustworthy message to your audience.

Consistent branding

  • Logo Placement: Your logo should be placed subtly on the screen, ensuring visibility without overshadowing the main content. A well-placed logo reinforces brand identity without distracting from the message.  
  • Brand Colors and Fonts: Stick to your brand’s established colors and fonts throughout your digital signage. Consistency in these elements helps create a cohesive visual identity that viewers can recognize immediately. 

Copyright and usage rights

  • Licensed Content Only: Always ensure that any images, music, or videos used in your digital signage are properly licensed. Using unlicensed content can lead to legal complications and damage your brand’s reputation.

    If a restaurant uses a popular song in a promotional video without the proper rights, they risk facing a lawsuit. Instead, they should use royalty-free music or purchase the necessary licenses for the audio they want to include.

Additionally, be cautious with imagery. If you’re showcasing customer testimonials or user-generated content, make sure you have permission to use those images. 

9. UGC Considerations

User-generated content (UGC) can add authenticity and engagement to your digital signage, but it must be managed carefully. 

While UGC allows for a more interactive experience, improper handling can lead to brand dilution or inappropriate content being displayed.  

Curating UGC

  • High-Quality UGC Only: Not all user-generated content is worth displaying. Curate content that aligns with your brand’s message and aesthetic. If you’re promoting a fitness brand, displaying high-quality photos of customers using your products in action can inspire others.

    However, avoid using blurry or poorly lit images, as these can detract from the professional image of your brand.

Additionally, consider creating specific campaigns encouraging customers to share their experiences with your products. A travel company might run a social media contest where customers share their favorite travel photos, selecting the best submissions for display in their digital signage. 

Moderation

  • Review Process: Implement a strict moderation process to ensure that no inappropriate or off-brand content slips through.

    Set clear guidelines for what qualifies as acceptable content and regularly review submissions to maintain quality. A restaurant that encourages customers to share photos of their meals on social media should have a team in place to monitor and select submissions that fit their brand image.

Using automated moderation tools can help streamline this process, but a human touch is still necessary to ensure that all content meets your standards. At L Squared, we emphasize the importance of moderation to ensure that UGC enhances rather than undermines the brand.

Attribution

  • Give Credit Where It’s Due: Always attribute user-generated content to its creator. This not only respects the original creator’s efforts but also fosters goodwill and encourages more users to share their content.

    For example, if a customer shares a photo of a product on social media, including their handle or name in the display acknowledges their contribution and encourages others to participate.

By promoting a culture of recognition, brands can build stronger relationships with their customers and foster a community around their products or services.

Best Practices for Digital Signage Content

Creating effective digital signage content starts with the right intentions. However, many projects falter due to process issues or a lack of design and contextual information. 

To ensure your digital signage remains impactful and engaging, consider these best practices.

  • Use Content Calendars: Map out your messaging in advance to ensure timely and relevant content at all times. A well-structured calendar helps maintain focus and consistency.
  • Automate Content Scheduling: Streamline the process of updating and refreshing signage. Automation saves time and reduces the risk of outdated information.
  • Avoid Overloading Information: Resist the temptation to overload your signage with too much text or too many visuals. Less is more—keep it focused on key messages.
  • Utilize High-Resolution Assets: Only use high-resolution images and video assets. Low-quality content will turn people off immediately.
  • Monitor Performance and Iterate: Regularly review the performance of your content. Use analytics to see what resonates with your audience and adjust accordingly.
  • Stay Consistent with Branding: Ensure that all signage aligns with your brand’s visual identity. Consistency builds trust and recognition.
  • Test Different Content Formats: Experiment with various content types—static images, videos, and animations—to see what engages your audience most effectively.

Don’t let your digital signage fall flat. Take the first step towards creating impactful content by integrating these strategies. Contact us at L Squared, today!