Essentials of Digital Signage Practices for Business

Digital signage is a powerful marketing tool that businesses can leverage to engage customers and drive success. To make the most of this dynamic medium, it is essential to follow best practices and implement effective strategies. In this article, we will explore the key elements of digital signage practices that can help your business thrive.

Digital Signage practices

Key Takeaways

  • Defining clear goals and objectives for your digital signage content is crucial.
  • Mapping out a content strategy that aligns with your goals and audience needs is essential for success.
  • Ensuring accessibility and compliance with ADA guidelines is necessary to reach all audiences.
  • Designing visually appealing and engaging content with attention-grabbing headlines and compelling call-to-actions is key.
  • Considering the location and viewing patterns of your target audience can optimize the impact of your digital signage.

Define Your Goals

Creating effective digital signage content requires a clear understanding of your goals. By defining your objectives and determining how digital signage can help you achieve them, you can develop a focused and strategic approach. This involves:

  1. Setting Objectives: Identify the specific outcomes you want to achieve through your digital signage efforts. Whether it’s increasing brand awareness, driving sales, or improving customer engagement, your objectives will shape your content strategy.
  2. Establishing Metrics: Determine the key performance indicators (KPIs) that will measure the success of your digital signage campaign. These metrics can include metrics such as the number of impressions, engagement rate, conversions, or customer feedback.
  3. Understanding Your Target Audience: Conduct an audience analysis to gain insights into who your target audience is and what their preferences and needs are. This information will help you tailor your content to effectively resonate with your audience.
  4. Determining Location: Consider where your digital signage will be displayed. Analyze the physical location and the viewing patterns of your target audience to ensure your content reaches them effectively.
  5. Evaluating Resources: Assess the resources available to you, including budget, manpower, and technical capabilities. This evaluation will help you determine the scope and scale of your digital signage initiatives.

By setting realistic goals, defining objectives, analyzing your target audience, determining the optimal location, and evaluating available resources, you can create a solid foundation for your digital signage strategy.

Next, we’ll explore how to map out a content strategy that aligns with your goals and engages your audience.

Map Out Your Content Strategy

Once you have clearly defined your goals for digital signage, the next crucial step is to map out a comprehensive content strategy. This strategic plan will guide you in creating and managing your digital signage content effectively. It involves making important decisions regarding the type of content you will create, utilizing static or dynamic content, and employing content management solutions to streamline the process.

When planning your content strategy, consider whether static content or dynamic content will best serve your goals. Static content remains constant and is ideal for conveying important information that does not require frequent updates. On the other hand, dynamic content allows for interactive experiences, keeping your audience engaged and interested. Tailor your content to create captivating and meaningful experiences by combining both static and dynamic content elements.

Utilizing content management solutions is a smart way to simplify and optimize the content creation and management process. These solutions provide tools and platforms that enable you to efficiently create, schedule, and update your digital signage content. With content management solutions, you can streamline your operations, ensuring timely content updates and maintaining consistency across all your displays.

content management solutions

It is essential to consider who will be responsible for creating the content. Determine whether you have the necessary resources, including a dedicated team or external professionals, to handle the content creation process effectively. Identify the expertise needed for content creation, including graphic design, copywriting, and video production, and make sure you have the necessary skill sets to create captivating and visually appealing content.

Additionally, carefully evaluate the frequency of content updates. Depending on your goals, you may need to update your content regularly to ensure relevancy and maximum impact. Determine whether you have the resources and time required to maintain a consistent content creation and update schedule.

Mapping out your content strategy is vital to creating an effective digital signage campaign. By carefully considering the type of content, utilizing content management solutions, and assessing your resources for content creation and updates, you can ensure a well-planned and successful digital signage initiative.

Ensure Your Content is Accessible to All Audiences

When it comes to digital signage, accessibility is key. It is essential to ensure that your content is accessible to all audiences, including those with disabilities. By making your digital signage ADA-compliant, you can provide equal access to information for everyone.

Interactive content is a popular choice for digital signage, but it is important to design it with accessibility in mind. The Americans with Disabilities Act (ADA) provides guidelines for creating accessible interactive content. This includes considerations such as height requirements for manipulative elements and the option for speech output.

In addition to interactive content, text size and font style play a crucial role in accessibility. Choosing the right text size ensures readability for all viewers, including those with visual impairments. Similarly, selecting a font style that is clear and easy to read can enhance accessibility.

“Accessibility is not just about complying with regulations; it’s about creating a welcoming and inclusive experience for all individuals.” – [Brand Name]

By prioritizing digital signage accessibility, businesses can reach a wider audience and demonstrate their commitment to inclusivity. Incorporating ADA guidelines, designing accessible interactive content, and choosing appropriate text size and font style will help ensure that your digital signage is accessible to all.

Design Your Content for Success

When it comes to digital signage, designing your content plays a crucial role in capturing viewer attention and ensuring its effectiveness. By focusing on various elements such as text design, contrast, color scheme, visuals, and image ratios, you can create visually appealing and engaging content that resonates with your target audience.

Text Design and Contrast

The text in your digital signage content should be legible from a distance to ensure readability. Choose fonts that are clear and easily readable even from a distance. Make sure to maintain a suitable contrast between the text and the background so that it stands out and grabs attention. A high contrast between the text and background is especially important in outdoor environments or areas with varying lighting conditions.

Eye-Catching Color Scheme

The color scheme you choose for your digital signage content can greatly impact its effectiveness. Opt for colors that are eye-catching and attention-grabbing. Consider your brand colors and incorporate them into your content to maintain consistency. Additionally, choose colors that align with the emotional message you want to convey. By using a visually appealing color scheme, you can make your digital signage content more attractive and memorable.

image ratios

Relevant Visuals

Including visuals in your digital signage content can enhance its impact and engagement. Select visuals that are relevant to your brand and message. Visuals can range from images and videos to graphics and animations. Ensure that the visuals you choose accurately represent your brand voice and resonate with your target audience. By incorporating visuals into your content, you can create a visually stimulating experience for viewers.

Consider Image Ratios

When incorporating visuals into your digital signage, it’s important to consider image ratios based on the orientation of the screen. Different screen orientations, such as landscape or portrait, may require adjustments to ensure that visuals fit and display correctly. Pay attention to image sizes and ratios, as distorted or poorly fitted visuals can negatively impact the overall presentation and viewer experience.

Consider Location and Viewing Patterns

The success of digital signage greatly depends on its location and the understanding of viewers’ patterns. Tailoring the content to meet the specific needs and preferences of the audience in different locations is essential. For instance, in high traffic areas, concise and easily comprehensible content is crucial to capture attention amid distractions. In waiting areas, longer messages can effectively engage and entertain viewers during their idle time. And when positioned near the point of sale, digital signage should focus on encouraging purchase decisions with persuasive offers and promotions.

By strategically considering the location and understanding the viewing patterns, businesses can optimize their digital signage content to maximize its impact. Whether it’s at a point of transit, point of wait, or point of sale, adapting the content to the context and expectations of the audience enhances its effectiveness and increases the chances of achieving desired outcomes.

Optimizing Content for Different Locations

1. Point of Transit: In high traffic areas, such as airports, train stations, or shopping malls, digital signage should quickly communicate key messages. Concise and easily digestible content that can be consumed at a glance is crucial to capture attention amid busy surroundings. Utilizing bold visuals and attention-grabbing headlines can effectively convey essential information.

2. Point of Wait: Waiting areas, such as lobbies, queues, or waiting rooms, provide an opportunity to engage viewers for longer durations. Digital signage in these locations can feature longer messages that entertain and inform. Interactive content, such as quizzes or games, can also help alleviate boredom and enhance the overall waiting experience.

3. Point of Sale: Near the point of sale, digital signage plays a significant role in driving purchase decisions. Content in this location should focus on creating a sense of urgency, showcasing limited-time discounts, promotions, or testimonials to boost customer confidence. Emphasizing the benefits and value of products or services can help convince potential buyers to make a purchase.

Understanding Viewing Patterns

An understanding of viewers’ patterns is key to delivering the right message at the right time. By analyzing the behaviors and preferences of the target audience, businesses can create digital signage content that aligns with their expectations and captures their attention effectively.

  • Identify peak viewing times: Study when the target audience is most likely to engage with digital signage. Adjusting content schedules to align with these peak times can increase visibility and maximize engagement.
  • Rotate content: Regularly updating the content ensures viewers’ interest remains piqued. Keeping the content fresh and relevant reduces the risk of viewer fatigue and encourages continued engagement.
  • Use data-driven insights: Collecting data on viewing patterns and audience reactions allows businesses to refine their content strategy. By analyzing metrics such as dwell time, impressions, or interactions, businesses can gain valuable insights to optimize future content and better understand audience preferences.

By considering the location and analyzing viewing patterns, businesses can create tailored digital signage experiences that resonate with their target audience and enhance the overall effectiveness of their communication efforts.

Use an Attention-Grabbing Headline and a Powerful CTA

When it comes to digital signage content design, capturing your audience’s attention is key. One powerful way to do this is by using an attention-grabbing headline that immediately grabs their interest. A creative headline that incorporates numbers or asks engaging questions can pique curiosity and encourage viewers to delve further into your message.

For example, let’s say you’re promoting a new product or offering a limited-time discount. Instead of a generic headline like “New Product Now Available,” you could create a more attention-grabbing one like “Introducing Our Revolutionary Product: 10 Reasons Why You Need It Now!” This headline not only highlights the unique features of your product but also uses numbers and emphasizes the urgency of the offer.

However, an attention-grabbing headline is just the beginning. To truly engage your audience and drive action, a powerful call to action (CTA) is essential. The CTA should be clear, relevant, and easy to understand, motivating viewers to take the desired action.

For instance, if you want viewers to visit your website to learn more or make a purchase, your CTA could be something like “Visit Our Website Today for Exclusive Deals!” This CTA is concise, compelling, and directly communicates the desired action.

Remember, a strong CTA should create a sense of urgency, convey value, and provide a clear next step for your audience. Whether it’s urging viewers to call, visit a physical location, or engage with your brand online, an effective CTA can significantly enhance the impact of your digital signage content.

By incorporating attention-grabbing headlines and powerful CTAs into your digital signage content design, you can effectively capture the audience’s attention, spark interest, and drive engagement with your brand. These elements play a crucial role in maximizing the effectiveness of your digital signage strategy and achieving your marketing goals.


Digital signage practices have a significant impact on engaging customers and driving business outcomes. By following best practices and employing effective strategies, businesses can create compelling digital signage content that effectively communicates their message and resonates with their target audience. Designing content with clear goals in mind, considering accessibility, mapping out a content strategy, and understanding location and viewing patterns are essential elements for success in the digital signage industry.

Attention-grabbing headlines, powerful calls to action, and a concise and clear message are key factors in increasing the effectiveness of digital signage content. By measuring success through key performance indicators and analyzing industry insights, businesses can continually refine their strategies and stay ahead in the competitive market. The impact of digital signage cannot be underestimated, and by adopting these best practices, businesses can leverage this powerful tool to attract and engage customers, boost brand awareness, and ultimately achieve their business goals.


What are the best practices for digital signage?

The best practices for digital signage include defining goals, mapping out a content strategy, ensuring accessibility, designing content for success, considering location and viewing patterns, using attention-grabbing headlines and powerful calls to action, keeping the message clear and concise, and measuring success through key performance indicators.

How do I define goals for digital signage?

To define goals for digital signage, start by setting objectives and determining how digital signage content will help achieve those goals. Establish metrics to measure success, understand the target audience, determine the location for displaying content, evaluate available resources, and set realistic goals that align with the budget and capabilities of the business.

What is involved in mapping out a content strategy for digital signage?

Mapping out a content strategy involves deciding on the type of content to create, such as static or dynamic content. Choose content management solutions to create, manage, and schedule digital signage content. Consider who will create the content, how often it will be updated, and what level of expertise is required.

How can I ensure that my digital signage content is accessible to all audiences?

To ensure accessibility, businesses must adhere to the guidelines set by the Americans with Disabilities Act (ADA). Design interactive content with specific recommendations in mind, such as height requirements for manipulative elements and the option for speech output. Choose text size and font style that ensure readability and accessibility.

What should I consider when designing digital signage content?

When designing digital signage content, ensure text is legible from a distance and maintain suitable contrast between the text and background. Use eye-catching color schemes and relevant visuals. Consider image ratios based on the orientation of the screen.

How does the location and viewing patterns affect digital signage effectiveness?

Different locations require tailored content to meet the specific needs and viewing patterns of the audience. Content in high traffic areas should be concise and easily comprehensible. Content in waiting areas should provide longer messages to engage and entertain viewers. Content near the point of sale should encourage purchase decisions.

How can I make my digital signage content stand out?

To make digital signage content stand out, use attention-grabbing headlines and powerful calls to action (CTAs). Create creative headlines that incorporate numbers or ask engaging questions. Ensure CTAs are clear, relevant, and easy to understand, encouraging viewers to take the desired action.

What is the impact of following digital signage best practices?

Following best practices for digital signage allows businesses to create impactful content that effectively communicates their message and resonates with the target audience. By measuring success through key performance indicators and analyzing data, businesses can continually refine their digital signage strategies and stay ahead in the competitive market.