Tips for Creating Effective Digital Signage in Retail

If you’re looking to better market your business through high tech displays, there are a number of industry tips that might help you as you look to create the most effective sign. This doesn’t mean that you’ll have to be creating giant billboards or full-size posters, or cost a fortune though.

Digital_Signage

Digital signage can be done on a small scale, inside of your establishment, as a way to promote in-store sales or specific merchandise. This is a specific type of marketing similar to the strategies mentioned in a previous post on techweet.com. You can create scrolling messages and eye-catching designs to gain and retain the attention of customers outside of your store, and then draw them in. Inside you can impress them with displays that capture their imagination. While the hardware aspects of signage can be complicated, these tips are strictly meant to help you create effective signs from a design perspective.

Steve, Digital Signage professional at Videonations, a UK Business Tech company, suggests that “you speak to an expert about the best set up for your retail establishment. You need to decide on the why first. Why are you putting the tech in, and what do you expect the results to be? You then need to consider what and where. Finally, you need to think about how you are going to deploy the media. Are you going to run a schedule or control from a phone or tablet throughout the day?”

Screen Placement

After you have the ‘Why!’ the first thing you’ll want to do is to decide where you want to place your digital signs. When it comes to proper marketing inside of an establishment there is something known as the “decompression zone.” This is an area at the entrance of a store that goes about 20 feet into the location that should be completely void of advertisements and signage; avoid putting any digital signs in this zone. Any other part of your establishment is considered fair game in terms of signs.

Once you find the location you want to use, plan to hang your sign at an average head-height so it will be seen easily by the average customer. You’ll also want to take into consideration the visibility of the sign in terms of distance. If you want the sign to be readable from a good distance you’ll want the text to be large enough so the sign will have to fit the larger text size.

Writing Effective Copy

When writing the copy of the message, think about what you want the customer to take away from the sign. Typically, people recall the last thing they read first while the first thing they read is recalled second. This should help you place the important information properly. You should also consider featuring a call to action at all times. Something like, “speak to a salesperson for more information” can turn a possible buyer into a guaranteed buyer and is worth incorporating. Remember to proofread everything you write. This will ensure that the message has all of the information you want it to and that there are no spelling errors.

Visual Elements

You’ll next want to think about the visual elements of your sign. Consider the font, colour, and contrast of the sign to begin. Your creativity is free to roam here but there are some tips to keep in mind so you don’t do so much with your design that it hurts the overall effectiveness of your message.

Choose one font type for your sign instead of getting overly fancy by mixing different typefaces. This will help you sign’s readability. You should also pick a font that is easy to read from a distance as well as up close. Sure, a stylised font might look aesthetically pleasing, but if your customer has to strain to read the message the sign becomes completely ineffective. For similar purposes you should also avoid using all capital letters and try to fit the desired message on one line instead of stacking lines.

When deciding on what colours to use, you have a bit more leniency as research has shown that the colours of a sign have little to do with the effectiveness of a digital sign. So, feel free to choose colours that compliment your existing design or simply pick ones that appeal to you.

While the colours of the sign are no matter, the contrast of the sign does matter. If you choose similar colour values will make your sign hard to read. Try to get the right balance of colours and tones in your sign so the message of the sign is readable, otherwise it will simply look like a blob of one hue.

You’ll next want to consider the motion of your media. The most important tip here is that you don’t want the motion of your sign to interfere with the readability of your message. If the motion of your sign is too fast the message will be lost on the customer but if it takes too long to scroll you will most likely lose the attention of the customer before they see the information you’re trying to convey. You should also consider making the most important element of the sign static so it’s sure to be seen.

By keeping these simple design tips in mind you can be sure that your digital signs will be effective in conveying your desired message and gaining a stronger customer base.

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