Signage design is critical to the success of digital advertising displays. The elements used in the sign depend in large part on the type of business you are running, but also on the intended goals of the signage.
For example, if you are selling trendy clothing to young consumers, your signs will likely focus on cutting-edge photography and “lifestyle” clips that show beautiful people doing exciting things while wearing your clothes. If you are a food retailer or general merchandiser, you will focus on the utility of your products and offer brightly lit images with graphics and text in bold colors.
Beyond the visuals, there are other elements of signage design that contribute to the effectiveness of your signs and the image they create of your business. We will discuss some of those here.
Inform and Entertain as You Market
Digital signage designers can tell you all about the balancing act between information, entertainment and marketing. While the purpose of digital signs is to market goods and services, they cannot be only about marketing.
People are advertised to all the time. Digital signs that simply repeat a business’ advertising will be quickly tuned out.
People are also technically savvy. Thanks to the Web, they know a lot about graphics and the types of content that digital signs can display. In digital signs they expect creativity and novelty, not more of the same old marketing messages they see everywhere else.
That is why digital signage design has to address the idea of going beyond mere marketing. Signs that inform and entertain while they market tend to be more attractive. This balance between marketing and informing can be achieved in a number of ways: partition the screen into discrete segments, with advertising and news; scroll headlines; display trivia or fun opinion polls; instruct viewers about how your products can be used.
Design Elements
Signage design also needs to factor in aesthetics and legibility. What does your choice of color say? What about your choice of font? Can your text and graphics be seen from a distance?
There are many online resources available to you about these important aspects of signage design. Browse through them or consult a digital signage company about the best choices for your company’s message and image.
Understand How People Will Use Your Signs
Will people be stopping to look at your display, say, in a grocery store to see a quick video about the nutritional benefits of your latest product? Will they be waiting longer periods, perhaps in a dental office or at a bank? Are they just rushing by and likely to catch only 5 or 10 seconds of video?
You must know the answer to these questions before you can design your signs. The length of your individual clips and video loops will be determined by how people interface with your signs.
Do Your Research, Consult the Experts
Signage design is serious business. Before you commit to anything, be sure you do some research into basic design principles for digital signs. Or, if need be, consult a digital signage design consultant for guidance and advice.
For more information on Signage Design for Interactive Digital Displays visit http://www.ek3.com/digital-merchandising-products/digital-signage.htm