No matter which industry - digital signage content creation matters

Posted by Ange Everton on March 17th, 2014

Digital signage is about getting business messages across to the right audience at the right time and in the right way. The 24/7 online culture, twinned with the latest front-end creative technology and back-end metrics means that through digital signage businesses can really target and tailor their digital campaigns to directly impact on the bottom line with measurable success.

Digital signage that is impactful, gets noticed, and keeps the attention of the user is most effective. It needs to be powerful, innovative, user-friendly and be easily recognisable within the company’s brand.

To date, digital signage has been most widely used in for advertising and in the retail sector. Digital signage means that advertising can be placed not only online but also in specific locations where target audiences are based such as transport hubs, central business districts, and retail areas.

The retail sector has especially made the most of digital signage because it can stand out from the crowd, whilst being nimble and agile enough to change messages, slogans or offers from minute to minute depending on demand or strategy, with the added ability of being able to communicate multiple messages. Where used effectively, digital signage has increased sales and enhanced the overall experience for customers.

Aside from retail and in advertising, the education sector has found the benefits of digital signage by implementing announcement and results screens to provide up-to-the-minute information for students and staff alike. The healthcare sector is using digital signage to ensure patients, employees and the general public are kept aware of vital information.

Digital signage is also being used by corporates to enable reception areas to communicate important announcements or direct employees in building entrances. Safety procedures are communicated on factory floors via digital signage, as well as productivity levels to make sure staff can deliver best possible outputs at all times.  It’s even being used as a tool to manage and monitor energy efficiency with real-time tables and figures.

Whatever the purpose or use, the presentation of the information, its success relies on how visible and noticeable it is. In an age when we are bombarded with novel digital design and imagery, it has to be simple, yet eye-catching. And simply copying from one format onto digital is not always the best method - content for digital signage needs to be tailored to ensure the best results. It’s a format that needs to be treated with a specific approach, just like any other digital design programme, application or technology.

If you’re using digital signage in your company here are some top tips for successful content:

•             The less words the better – be succinct but creative to keep it interesting

•             Be factual, don’t use flowery language

•             Visuals are a great way to communicate, but make sure they’re professional and relevant to the message you want to get across

•             If you have more than one message, delineate each by using subtitles or bullets so that it’s easy to see there are different topics

•             Make sure the information is timely and accurate, out of date information is a turn-off for any viewer

•             Don’t make spelling mistakes, so always get a second pair of eyes to check content

•             Always make sure the most important message comes first

Whatever your digital communication needs, check out digital signage content creation . Weather is the most talked about topic on a daily basis, so if you want to find out how you can make your updates more interesting then go to digital signage weather .