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An empty screen is no screen at all
Transcript of An empty screen is no screen at all
Digital signage screens are what we call an
They're not interpreted the same way than a laptop screen, home TV, or a print brochure.
DS content is NOT print, web, or PowerPoint.
BIG NO NO!
What is digital signage content about?
Most common mistakes
How to catch the attention
Fonts & text
Try out before roll out
Tools & tips
How to create engaging digital signage content
HOW TO CATCH THE ATTENTION
FAMILIAR SHAPES >
eyes naturally search for circlers, triangles, and squares
the best graphic element to catch the look of a passer by
side by side, not on top of each other. Leave some air.
half to two thirds of the surface should be visual/graphic material (excluding info, guidance, and such screens)
USE OF COLORS
TIPS for good content
DIGITAL SIGNAGE CONTENT
IN A NUTSHELL
The costs of print:
distribution and/or suspension
With a digital screen you can present a whole bunch of
can be done remotely with a few clicks. Spelling errors and new ideas can be
as they appear.
Digital signage content is meant to catch the attention, engage a viewer, and to communicate
FIGURE OUT FIRST:
of the screens
Size, direction, amount, and location of
(eg. shop window vs. waiting room)
MANY FORMS OF
The content on digital signage
screens is mainly:
HD still images
(JPG, PNG, 1080x1920)
Videos and animations
(MOV, AVI, MPEG4, 720p)
(text, price lists, etc)
+ Flash, conference and guidance info, web content, news feeds, weather info, live stream, touch and interactive content, social media applications...
of the material companies use on screens is
IMAGES & VIDEO
Constant movement is restless,
plain still material falls into background.
react especially strongly to moving images (video)
react strongly to moving images, but remember still images better
notices moving images, but reacts and remembers still images
WAY TOO MUCH STUFF >
viewer is drowned in information with the first glance > the whole message fails to get through
NO IMAGES; JUST TEXT >
picture still tells more than a 1000 words
GRAPHIC MAYHEM >
blurs, shadows, tints, fades.. pretty much anything that makes the message unclear
IRRELEVANT or UNWANTED >
pushing whatever available material just to avoid black screens, or placing console game ads to cosmetics department
NOT USING THE TOOLS OF THE SYSTEM >
ready made templates, scheduling, editors..
NO ORDER or REPETITION >
most important messages deserve more reps, text material followed by visual..
Digital content shouldn't remind the viewer of a PowerPoint presentation or a lecture
existing material used on screens 'as it is', not updating the material one bit
DIGITAL SCREENS VS. PRINT
with easily absorbable messages
Got the idea?
Let's make the screens rock!
3M Visual Attention Service
-web tool (https://vas.3m.com/)
What's the likelihood of viewer looking at different areas of the image within the first 3 to 5 seconds
BIG CONTRAST >
especially between background and text
digital surfaces work best with RGB color setups
FRESHEN UP >
avoid using main colors together (blue, red, yellow), or too many colors mixed together. White works on screens with almost any dark color.
NO BLURS OR PATTERNS>
small, strong patterns, blurs, and fades work better on print than on screen
KEEP IT CLEAR
Digital material doesn't have to be too simple or plain. You can use all kinds of shapes, color details, and transitions. Just remember to keep the overall appearance clear, not cluttered.
FONTS & TEXT
clear, strokeless fonts are best (Arial, Helvetica, Verdana...)
don't make the text cursive
if possible, limit the amount of text either to 3 lines o 5 words, or 5 lines of 3 words
SPLIT YOUR MESSAGE >
don't try to squeeze every bit of information to one image, rather split it to multiple 'slides'
GROW THE TEXT (FOR REAL) >
one of the most common mistakes is too small font size combined with way too much text
SHORTER, SIMPLER MESSAGES TIED TOGETHER
You might feel that the content is even too plain and dressed down. Try to remember that for the viewer GLANCING your material the first time simplicity brings understanding. And
only understanding brings activation.
TEST THE EFFECT
5 second quick test >
show your material to a colleague for only 5 seconds and ask what she/he remembers. product? Image? Price? Brand?
Distance test >
look at your material on the screen of your 15" laptop screen from 7 feet away (= 42 inch display from about 50 feet away). Can you see and read the message?
A/B promo testing >
Make minor changes to two copies of the same material (text color, font..). Add material A to screen on location 1, and material B to screens on location 2. Which location has more activation? Works best for promotion and competition materials.
ALWAYS REMEMBER THE TARGET
It takes approximately 4 seconds for the viewer to notice and
five 'pieces' of information (image, text, price..).
The locations and sizes of the screens have a huge effect on how efficient the media is altogether. Shop entrances,
eye level screens
, big LED's, and service counters create most activation.
The viewer wants to find relevant material JUST FOR THEM (
audience of one
). Add weather info, beauty tips, recipes, and/or other material to the playlist/content mix -something that does not try to sell or push.
Internet is full of templates that you can use to create material to screens without a degree in graphic design >
for example powtoon.com or spotomate.com
Use the tools of the system >
FirstView manager enables you to create and use ready made templates. Design the background image and layout, and let the system create the complete presentation on screens.
Check out these too >
TOOLS & TIPS
PLAY, TRY, AND GET EXCITED
Don't be afraid to test out crazy ideas.
It's not the end of the world if there's a typo on screen. You'll be able to design, update, distribute, and change content within minutes.
P.S. We're here in case you get stuck
AND WE DO IT WELL.
WE DO DIGITAL SIGNAGE
Comments on the content guide? New ideas or
tips for digital content designers?
We'd be happy to hear them at
Most common mistakes
Now that's just WRONG...