Digital signage content creation is the process of designing and producing visual materials—images, videos, animations, and interactive elements—for display on digital screens in retail stores, offices, restaurants, and public spaces. Here's what you need to know:
The 5 Essential Steps to Effective Digital Signage Content:
The stakes are higher than you might think. Digital signage can increase in-store traffic by nearly 33% and boost sales by up to 33%. But here's the catch: viewers typically glance at a digital sign for just a few seconds. That means your content needs to grab attention immediately and communicate clearly, or it's just expensive wallpaper.
The difference between effective and ineffective digital signage isn't the technology—it's the content. As Bill Gates said, "Content is king." Even the most advanced digital signage setup will fail without thoughtful, well-designed content that resonates with your audience.
Whether you're displaying promotional videos in a retail store, sharing company updates in an office lobby, or advertising meal deals in a restaurant, the principles remain the same: the right message, at the right place, at the right time, to the right audience.
I'm Rebecca Falzano, Creative Director at Vernacular Agency, where I've spent nearly 15 years guiding digital signage content creation projects from initial concept through final production, working with designers, photographers, and writers to craft compelling visual narratives. My experience as a shelter magazine editor in New York City and Maine has taught me how to bring stories to life across diverse platforms, and I'm excited to share these insights with you.
Before we dive into the exciting world of pixels and animations, let's talk strategy. Just like building a house requires a blueprint, effective digital signage content creation demands a solid plan. Without it, even the most beautiful content can miss the mark. We need to ensure the right message is displayed at the right place, at the right time, and to the right audience. This foundational work ensures your digital signs aren't just decorative, but powerful communication tools. For a deeper dive into strategic planning, you might find our insights on Marketing Strategy for Architects particularly useful, as the principles of audience understanding and goal setting apply universally across marketing disciplines.
Every successful digital signage campaign starts with understanding your "why." What do you want to achieve? Is it to create a "WOW" experience for your customers, improve internal communication, or drive sales? Once your goal is clear, we strongly encourage you to start your digital signage content creation strategy by determining your target audience. Learn as much as you can about the people you want to reach. Look into their demographics (age, sex, etc.) and lifestyle. For instance, a jewelry store planning a Valentine's Day campaign would target spouses looking for gifts, not just anyone walking by.
Your business goals should directly inform your content. If the goal is to increase sales, your content will feature promotions and clear calls-to-action (CTAs). If it's internal communication, think about engaging employee updates. Key Performance Indicators (KPIs) will then help you measure if you're hitting those goals, whether it's tracking increased foot traffic (up to 33%!) or a boost in sales (also up to 33%).
Where your digital sign is placed profoundly impacts what content works best. A display in a high-traffic area, like a busy waiting room or a storefront window in Portland, Maine, needs quick, attention-grabbing messages. Viewers might only glance for a few seconds. Conversely, a screen in a lounge area or a restaurant where people have more dwell time can accommodate richer, more detailed content.
After defining your target audience and signage goal, it's time to decide the best location for your digital signage content. We recommend observing your target audience before placing displays. How do people interact with the space? What are the "hotspots" or gathering zones? For example, digital signage in an underground station near high-traffic and waiting areas can effectively capture attention. This context allows us to tailor content that truly resonates, whether it's a dynamic menu board in a restaurant or an informative display in a corporate office.
Maintaining brand consistency is paramount for any business, and digital signage content creation is no exception. Your digital displays are a direct extension of your brand identity. This means meticulous attention to logo usage, color palettes, and typography. Every piece of content should instantly be recognizable as yours. For comprehensive guidance on developing a cohesive brand presence, explore our Brand Identity services. A strong Brand Standards Guide ensures that whether your logo appears on a business card or a large digital screen, it always looks its best and conveys the right message.
Beyond aesthetics, we also need to consider legal and accessibility considerations. While specific ADA guidelines for digital signage can vary, the general principle is to ensure your content is accessible to as many people as possible. This includes considerations for font size, contrast, and avoiding rapidly flashing imagery that could trigger seizures. Additionally, ensure any promotional content complies with advertising regulations. Content experts often track compliance needs across various industries, highlighting the importance of staying informed.
Once our strategy is rock-solid, we move to the exciting part: bringing your message to life through captivating design. This is where visual appeal, engagement, and readability converge to create content that doesn't just inform, but truly resonates. At Vernacular Agency, our Content Creation & Creative Direction services are all about crafting visuals that tell your story powerfully and effectively.
Digital signage offers a rich mix of content types, each with its unique strengths. Understanding these "pillars" is key to effective digital signage content creation:
| Content Type | Engagement Potential | Cost | Creation Complexity | Best Use Case |
|---|---|---|---|---|
| Static | Low-Moderate | Low | Low | Announcements, simple branding, informational slides with long dwell times |
| Dynamic | Moderate-High | Med | Med-High | Promotions, news feeds, social media, weather, real-time data, product showcases |
| Interactive | High | High | High | Wayfinding, customer service kiosks, surveys, games, personalized experiences |
Static content, like images or simple text slides, is straightforward to create and great for general announcements or branding where viewers have more time to read. However, animated and video content is often more engaging than static images, making dynamic content a powerful tool. This includes images, videos, animations, live web pages, social media feeds, news tickers, and even PowerPoint presentations. We can integrate social media feeds or user-generated content (UGC) to keep your displays fresh and relevant.
Interactive content, on the other hand, allows viewers to engage directly with the screen, perhaps through a touchscreen kiosk in a retail store or a motion-activated display that triggers content when someone approaches. This can be a great way to engage with consumers and create memorable experiences.
Viewers typically glance at a digital sign for just a few seconds. This means our design principles must prioritize clarity and impact.
For a foundational understanding of these principles, check out Graphic Design 101 for marketers. It emphasizes that understanding these basics helps you communicate effectively with designers and lift your marketing materials.
One size does not fit all in digital signage. Content needs to be precisely custom to the screen it will be displayed on.
Even experienced content creators can stumble. Here are some common traps to avoid during digital signage content creation:
The good news is that you don't need to be a graphic design genius to create stunning digital signage content. The market is brimming with tools designed to simplify the process, making digital signage content creation more efficient and cost-effective than ever before.
Many businesses, including those in Portland, Maine, leverage comprehensive Content Management Systems (CMS) specifically designed for digital signage. These platforms offer a suite of features that go beyond just content creation:
Platforms like Appspace, Screenly, MagicINFO, Kitcast, OptiSigns, DigitalSignage.com, and Displai provide these capabilities, often with user-friendly interfaces that make deployment simple.
For those who prefer to create content outside an integrated CMS or need more advanced design capabilities, a range of standalone tools are available:
Many of these tools offer free versions or trials, making them budget-friendly options for businesses looking to explore digital signage content creation without a large initial investment.
The landscape of digital signage content creation is rapidly evolving, with exciting trends emerging:
Putting content on screens is only half the battle. To truly succeed, we need to know if our efforts are paying off. This is where data, analytics, and continuous optimization come into play. Just as we carefully plan our Marketing Campaign Ultimate Guide, we apply the same rigor to digital signage.
Data is our best friend when it comes to refining digital signage content creation. Platforms often provide analytics that help us understand how viewers are engaging:
Displai, for example, uses AI technology to determine the customer experience impact on in-location sales revenue, providing tangible insights into content effectiveness.
Measuring the Return on Investment (ROI) of your digital signage isn't always straightforward, but it's crucial. We look at several key indicators:
By carefully monitoring these metrics, we can demonstrate the tangible value of your digital signage content creation efforts.
Efficiency is key to sustainable digital signage operations.
We often encounter similar questions from businesses starting on their digital signage content creation journey. Here are some of the most common ones:
Creating impactful digital signage doesn't have to break the bank. Here's how:
The most engaging content captures attention and encourages interaction. Based on our experience and industry insights:
Readability from a distance is crucial, especially for screens in high-traffic areas where viewers have limited time to process information.
From the busy streets of Portland, Maine, to corporate lobbies across the country, digital signage content creation is no longer just about putting pretty pictures on screens. It's a strategic endeavor that, when executed thoughtfully, can significantly boost engagement, drive sales, and improve your brand presence.
Remember these key takeaways:
At Vernacular Agency, we believe your digital screens are powerful assets waiting to be open uped. We're passionate about crafting compelling visual narratives that not only grab attention but also deliver measurable results. Let us help you transform your digital signage into a dynamic communication channel that captivates your audience and achieves your business objectives.
Learn more about our Content Creation & Creative Direction services.