A crucial step in your digital signage initiative that cannot be overlooked or quickly bypassed is developing content for your screens. Our customers have found that this is equally as important as picking out the right digital signage solution. Of course, you can easily upload any picture or use free templates; however, many of our most successful customers have incorporated customized content that is professional and directly targets the audience they want to engage with. Your digital signage investment is another advertising and promotional tool at work for you, so getting it right sooner rather than later provides a quicker return on your investment. Let’s dig into some of the common design mistakes and how to avoid them.
Too Much Text or Too Small
Just like your overall content strategy, each slide needs to be focused and catered directly to the audience. Typically, each slide should have one focus. Does it need text or can you get by with visuals? You want to grab the customer’s attention and a short statement or call to action will elicit a reaction compared to too much text or the wrong size. Think about the timing of each slide and making sure your audience will get it quickly. Keep it short and to the point, which brings us to our second design mistake.
Too Much Clutter
Equally important as point number one. If you have a cluttered screen with a lot of visuals and text your customer will be overwhelmed, not understand the takeaway, or will tune out your content altogether. Keep it short, simple, and focused on one message per screen (or screen array) for maximum impact.
Lack of Objective
Your digital signage content must be focused just like your in-store signage, email campaigns, and other marketing initiatives. The right message to the right audience at the right time will be more successful, creating engagement and action on the part of your customer. Things to consider are:
- What messages will your audience respond to?
- Where are the screens located?
- What content should be in those specific areas?
- What types of customers are in your business, and what time of day?
- What action are you wanting to elicit?
Depending on how you answer should determine your content strategy; however when in doubt do some research on your industry, your audience, and each location.
Your digital signage screens don’t have to sacrifice design to be successful. The sky’s the limit with the right design, visuals, color, animations, text, and static image combinations. Don’t invest in a digital signage solution and create dull content. Spice it up!
Design is great, and so is engaging content; however, make sure it is the right combination. Ensure your text color doesn’t clash with your background or the images you are tying together for the call to action. Clashing colors are a turnoff and the quickest way for a customer to not engage with your digital signage. When in doubt, look to a designer to help or even a few tips from another experienced professional such as Adobe.
Keeping these important steps in mind when creating your digital signage content will help you avoid common design mistakes and achieve a successful return on investment. You’ll be quick to garner your customer’s attention and make your digital signage look good in the process.