Sign & Digital Graphics

July '18

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S I G N & D I G I T A L G R A P H I C S • July 2018 • 17 Targeted Messaging Cahoy says that the "less-is-more" model is the best practice when creating digital signage content. It is easy to be lured into throwing every possible ele- ment onto your screen, but it is prob- ably best to make sure that the message is clear. "A skilled designer recognizes that they need to use as few words as possible and with digital they have the opportu- nity to use subtle movement or anima- tion to help draw eyes to the display," Cahoy says. "So, there may be a little ongoing education about the technology to do animation, but a good designer or graphic artist can absolutely move into digital." It's important to keep in mind how a viewer will consume the digital mes- sage. For instance, how much time will they have before they move away from the sign? "Make sure the content fits the for- mat," offers Jody Smith, product man- ager at digital signage solutions provider Broadsign. "For example, it's best not to display a text-heavy print ad on a high- way-side billboard where the audience might only see it for three seconds." Jay Saret, business development man- ager for digital signage equipment dis- tributor Almo Professional A/V, refers to this as "dwell time"—the length of time that a viewer allows himself or herself to be captivated by the sign. If the message can fit into this time—which is usually a small window—and be effective, then it has done its job. "How long is the customer going to look at the screen?" Saret asks. "The content should be created based on the average amount of time it will be viewed. If it's in an elevator or at a point in a line for a theme park ride, and the viewer is only going to see the screen for 20 to 30 seconds, then the content should be cre- ated with that time span in mind." Relevant Content Of course, along with understanding your dwell time, it's just as important to fill that time with relevant messaging. This could factor in elements like the environment or location. "Include relevant, useful information to make the content helpful as well as informative," suggests Smith. "A great example of this is a Virgin train ad com- paring the amount of time it would take to arrive to a destination by car and by train. It's a simple idea, but it's informa- tive and effective." Another question to ponder: Are demographics relevant to each specific message? In other words, should a mes- Broadsign's programmatic campaign that ran at Harmon Corner, Las Vegas in early 2018. (Image courtesy of Broadsign) Messaging can be tailored to various circumstances like the campaign foodora ran based on the weather. (Images courtesy of Broadsign) The Societe Generale in Chicago installed 50 feet of elevator ticker displays that is daisy chained to the previous section allowing for a continuous flow of data. (Image courtesy of Rise Vision)

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