Good design provides a solution to a problem and finds the best way to deliver a message.
5. Design strategy
The content strategy is created, but how will that content look on a screen? There is a lot to think about—the message, branding, view times, how far away the viewers are, where they are, and what they are doing when they see this sign.
In a visual medium like digital signage, the appearance of the content is vital. Professional design helps ensure the content is seen and the message is delivered.
Good design is more than just impressive visuals. Good design provides a solution to a problem and finds the best way to deliver the message. Whether it is video or illustrations, developing a design strategy around the content is essential—who will design it, how it will look, and what format best fits the content and situation?
Additionally, it is important to think about how the design may look to someone with a disability and how it can be made more accessible. To ensure the digital signage is accessible, consider contrast ratio, fonts, screen heights, accessibility options, icons, and more.
6. Call to action
A call to action (CTA) is not just for marketing campaigns. CTAs are a dynamic means to get the most out of digital signage, providing a direction for viewers to take. They are a great way to engage the audience. Whether sharing a QR code to scan or instructions to visit a website, a good CTA will give the digital signage a leg up. A missing, weak, or irrelevant CTA translates to dead space.
While QR codes have been around for close to 30 years, they have gained significant traction in the last few years. They are a great way to integrate a CTA into the digital signage. A quick scan of a QR code can give a viewer access to supplementary information, direction, forms, queue status, digital menus, and much more.
7. Omnichannel
Make digital signage part of an omnichannel experience for customers, employees, and visitors. Create a seamless experience from mobile to web to digital signage. Elevate your brand and business with clear messaging and compelling content. Integrate user-generated content like social media to promote deeper connections, foster engagement, and share content on any screen.
8. Physical location
In a perfect world, one would hang a digital screen and be ready to start sharing content. The location of the digital signs affects the hardware selected, installation, and connectivity. Additionally, consider the number, type, and size of screens, mounting requirements, cabling and internet, lighting conditions, and more. In newer buildings and locations, the physical requirements are often easier to deal with than older buildings where retrofitting might be required.
