IS CONTENT CREATION THE MOST IMPORTANT FACTOR IN DIGITAL SIGNAGE SUCCESS?

22 Feb IS CONTENT CREATION THE MOST IMPORTANT FACTOR IN DIGITAL SIGNAGE SUCCESS?

Have you noticed that the word content is in crisis? Some proponents declare that content is king… Others counter strongly that the word content is a marketing abstraction and are vowing to throw it onto the jargon trash heap (seems a bit extreme to me!).

What side of the fence do you sit on? I’m going to stick my neck out here and suggest that relevant, stylised, agile content creation is arguably the key factor in achieving success with interactive digital signage technologies.  What are your thoughts?

What we do know, however, is this:

“Awful content can make beautiful displays look terrible… awesome content can make even old displays look great”.

Menu boards in retail use digital signage extensively. Here’s a great example of awful content – and a list of what NOT to do and why:

1. Cluttered screen imagery – unclear what is exactly on sale
2. Overly complicated – too much going on! No guidance on where to look/what to do
3. Unclear messaging – pictures too dominating
4. Poor design – no white space and overuse of colour
5. Bad photos – although we know that images make content these are horrid!
6. Size of the type – needs to be fit for purpose and contrasting
7. Line spacing and kerning
8. Age of the reader – will impact size of content
9. Distance of the viewer from the screen
10. Contrasting font colour – allows for
11. No more than two fonts recommended

Let’s remember a quote that is oft quoted from Steve Jobs: “Design is not just what it looks and feels like. Design is how it works”.

To make sure your content is working for you, contact us for advice on +61 8 9274 5151 or email tim@signsandlines.com.