Sunday, January 2, 2011

7 Tips for Creating Powerful Content for Outdoor Digital Signage

Today, both large and small companies are increasingly using digital signage for capturing audience attention and improving sales. Until recently, however, LCD and plasma displays were predominantly used only indoors.
Now that advertising on outdoor digital signage has gained in prominence, many companies are realizing the effectiveness of this strategy. With powerful and creative content and attractive graphics, outdoor digital signage has the potential to take businesses to great heights. An added advantage is that since the content is played through a computerized system, there is no limit to the variation in the content and scheduling, based on feedback.
As compared to indoor signage, outdoor digital signage offers enhanced 24-hour visibility. However, there are certain unique challenges that have to be dealt with as you place the LCD or plasma screens in outdoor locations.
Digital screens placed outdoors are viewed by a passing crowd whereas indoor screens are generally viewed from a stationary location. Passersby exposed to outdoor signage may be walking briskly or traveling in a fast-moving vehicle. Outdoor digital signage must therefore contain content that is powerful enough to catch their attention and send information or a message in just a split second.
Here are a few digital signage content tips for outdoor locations:
  1. Ensure that the advertisement is not crowded with a lot of information. It is a good idea to design powerful key elements. With just a brief glance, viewers must be able to receive the message you are promoting.
  2. Another factor that governs the effectiveness of outdoor digital signage is the ambient lighting. To ensure that the content can be viewed with clarity under any lighting condition during the day or night, the lighting and angle of the screen must be worked on precisely.
  3. Use graphics and moving images as sparingly as possible. Digital signage is not TV, and most people do not have the time to stand around looking at it. If you do have transitions and moving images, make sure there is a focal point where you can draw the attention of viewers. This stationary key point should be the main message you are promoting.
  4. Do not draw attention away from the main message with complicated fonts. Use fonts sparingly, and do not use more than a couple of them. Try not to mix fonts, as uniformity is important to capture attention.
  5. Do not display the content in all caps. The shapes of the words must be clearly legible to people to ensure that they are able to read them well at a glance. It is a good idea therefore to use both upper and lower case lettering.
  6. Use colors sparingly, too. Choose colors that complement each other well.
  7. Test the content before you display it. Ask for people’s opinions and fine-tune the content for maximum effect.
In today’s world, where signs are jostling for attention, it pays to give deep attention to creating a display that grabs attention and has a lasting impact on the viewer.

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