Big, bold, eye-catching and memorable…when digital signage is done right. However, too often, companies who intend to use digital signage at their booth or tradeshow tend to prepare content and ideas in the same way that they would for printed signs. Flat and non-dynamic! Before you simply blast your company name and tagline onto a digital sign, become familiar with some of the basic dos and don’ts so you can create memorable signage!
Digital Signage Don’ts
- The biggest mistake – selecting digital signage that doesn’t fit into your goals, needs, and situation. Like any other technology, not all digital signs are created equal. You need to know your options and have the right support for your needs. Digital signage is a tool that can help you get the results you want only when chosen and executed properly. If you don’t have a digital signage expert on staff, rent your digital signage from an experienced company so your ROI is optimized.
- Too much content. Ever see a billboard along a highway crammed with words and pictures? Cramming too much content is a problem with any type of sign. But on a digital sign it’s even worse, because often the image or content scrolls away before people can even finish reading it. Don’t bury the important part of your message!
- Poorly used audio. Just because your digital sign has the capacity to include audio doesn’t mean you should have a stream of words constantly coming from the speakers. If your sign is going to be in an area where people need to talk or focus, be aware that a repetitive audio message can become annoying.
- No call to action. Blasting your company name or brand on a digital sign with no next step to easily take is a common mistake. No matter what content you are publishing, in print or digitally, there should always be a call to action – something that prompts the audience to do something…now or later…depending on the situation.
- Letting your content go stale. One of the beautiful things about digital signage as compared to printed signs is the ability to have fresh content easily updated. Once viewers see the same message over and over, not only will they tune the content out, they likely may tune out your company.
- Improper use of motion. Too much digital motion can actually make some viewers nauseated. On the other hand, don’t underuse motion either, or you might as well have a printed sign instead. You need to walk the line between your content and motion being visually interesting without it becoming too much.
Digital Signage Dos
- Have focal points. You want to use content and images to draw the viewer’s eye in a way that highlights your message and a call to action.
- Create your content with the digital elements in mind. The most effective digital signage content is created with compelling text and captivating images along with video to take full advantage of the medium.
- Add new content periodically, not all at once. Your digital message is set to go up. Now see what content you want to roll in at a later point. For example, have a strategy for this signage if it will be there all 4 days of a conference. Don’t put all the messages up at once – rotate them daily, for each booth break, etc.
- Keep the text specific to the audience. Just because you can display a lot of messages and images doesn’t mean you should. As you’re developing the content, keep in mind the digital elements ALONG with your target audience or viewers.
- Make sure the digital signage is placed properly. Whether you’re displaying your digital signage at your booth or on a larger scale in a trade show lobby, the physical placement of the screen or screens is vitally important. You have to consider location, eye level, angle, and distance. If you don’t know how to place your signage for the best effect and impact, use a digital signage expert.
Learning how to use digital signage properly and creating the best content for your needs and equipment might sound daunting. But like any other technology tool, it’s all about knowing with clarity what you need it to do, having clear goals in mind, and then matching the equipment, software, and content to your audience.