Crystal Display Systems LTD (CDS), a leading designer, distributor and value-added reseller of flat panel display solutions, has worked with many companies and organisations and marketing agencies to help get Digital signage correct as it is not a simple case of putting up some displays and throwing some content together.
Here CDS gives you 7 "excellent" ideas and advice on things to consider in order to optimise your digital signage impact and generate business!
1. Knowing your audience
If you don't your audience and what you are trying to communicate to them how can you communicate effectively? What are their wants and needs and how can you meet or fulfil those needs? What are the audiences’ challenges and how can you help them meet those challenges? Do they interact with your displays? If you don’t know your audience how can you target the content and messages? So know your audience!
2. Ensure correct positioning and placement
If your screens are in the wrong position for optimum viewing position or suffer from high glare (as often seen on Car parking machines) so they are just not visible, then you have a real problem and this is often underestimated or considered too late. Footfall is also important for positioning and you need to make sure your screens are where people actually go and spend time so you have a captive audience. As real estate companies say location, location, location!
3. Brightness is important BUT so is contrast!
Obviously brightness is critical depending on the position of the display but ensuring that the colours of the contact are correct as light colours on a white background just does not work. Therefore get the brightness, contrast and colour content correct!
4. Image quality is critical
Even if you have the right position, the contrast correct and the mix of colours optimised the quality of the images you are using is also a must otherwise the first impressions will be very poor if poor quality images are being used. If you show stretched, squashed or pixelated images you will not be taken seriously in today’s visually-sophisticated audiences who are now used to high quality mobile phone cameras and Instagram high resolution images etc.
5. Don’t confuse your audience or stakeholders
You have a limited time to catch the audience’s attention so if it takes too long for a person to read and understand your message you lose! A cluttered busy messy screen will mean your message gets lost and people will not take notice or remember the message. So too much text on the screen, or using text in visually confusing ways will not work.
6. Customise content to your audience and make it move!
Ensure your content is customised and tailored to your audiences needs / challenges and requirements otherwise it will not matter how good your content looks. Content must be positioned in specific locations and aimed at a specific audience. Unique content in a unique format for people on the go with limited time is the key that is easy to see at a distance, and pulls people in!
Dynamic moving content gets noticed five times more than static as it catches the eye from a distance. If content is static you do not get the same eyeballs as video content. But confusing or video just for the sake of it defeats the object and works against number 5 and the earlier points where focus is key.
7. Ensure a call to action
What happens if the viewer is interested? If you do not give them a call to action they will easily forget you and move on. Once you have them keep them and get them to take some kind of action. Then your advertising has done its job and will give you that Return On Investment. Get their attention, get your message across, and get them to take action. Job done J