It's not an exact science, but if you have a good intuition for communication, you're ahead of the game. As you read this blog, you'll see that these tips are not only common sense, but are utilized almost every aspect of the digital mediums we use each day.
Did you ever see a handwritten sign taped to a wall? It looks rushed and sloppy, and no matter the message, it often has a negative connotation. (Ex. ‘Don’t touch. Wet paint.’) Compare that sign to a well laid out design piece, and the emotional effect is the exact opposite of the first. The same rules apply to digital design; you don’t want sloppy, negative content on your signage. These simple tricks will keep your signs lively and entertaining.
Industry Weapon provides content programs that help digital signage users to fill in the gaps between organization's messages, entertain, and engage audiences when you don’t have time to make these campaigns yourself. As for the campaigns that you do have time to create, just keep these rules in mind. By following these guidelines, your digital signage will attract more viewers and increase your organization’s communications.
We recently switched our lobby video wall from just a directory to a directory that also displays news and weather elements. Since then, our viewership has greatly increased. Relevant content is extremely important. Not everyone is interested in your business’s news, but everyone enjoys being up to date with current events.
If the message is lost, what is the point? Here’s a tip of the trade-- look at your content for 3 seconds. Did you see the message you want your audience to receive? If not, you may need to rethink your efforts. Most viewers will only glance at your content, rather than stand there and soak it all in. Think of your digital signs as billboards. Limit campaigns to one idea and keep text to two short sentences. In fact, keeping your posts below 250 characters can get you 60% more engagement than you might otherwise see. Use multiple slides to communicate if one isn’t enough, rather than squashing everything onto one.
A vital piece of keeping digital signage entertaining is keeping the content fresh and updated. If you don’t have a new message, at least change the appearance of the campaign to keep people looking at the screen. Simply rearrange the components of the campaign or change the images and colors.
Images speak in volumes to viewers. Using photography to enhance your message could be the difference that makes audience engage and receive your message, rather than ignoring it. If you don’t have access to your own pictures, stock photography sites have millions of images to choose from in every category imaginable. If you have limited funds try Creative Commons, they offer a ton of user generated images, many of which are free to the public. Just remember not to go overboard, your message is still number one.
Adding motion can help grab attention for longer spans of time. This can be done a few different ways: Adding subtle motion to secondary elements, while leaving the main message static, can draw more attention to your message. If your message is too long, taking the message(s) and create a video or animated clip that will increase your viewer’s dwell time. It gets better, according to Online Publishers Association, 80% of users recall a video ad they viewed in the past 30 days.
Interactive kiosks, displays, and tablets provide an unparalleled depth and richness that lures viewers to your messaging. The beauty of interactivity is the control your audience has in choosing the information they wish to consume. The more they explore content through touch, the more engaged they become, creating a valued and entertaining experience. Touchscreen capabilities enhance directories, wayfinding, endless aisle shopping, social media integrations, and much more.
Always include a call to action with your message: what do you want your target audience to do with the information you are posting? Respond? Repost/share the info? Let them know exactly what to do so that they can get involved. (Ex. Like us on Facebook.) If there isn’t a direct action to take, at least point your viewers to where they can learn more about the topic of your message. (Ex. Learn more on our Intranet.)
Good news! Industry Weapon provides content prescriptions to entertain and engage audiences when you don’t have time to make these campaigns yourself. If you’re interested in learning how to strategize these content elements, watch the Audience Engagement Framework.
As for the campaigns that you do have time to create, just keep these rules in mind. By following these guidelines, I guarantee that your digital signage will attract more viewers and increase your organization’s communications.