What Are Some Best Practices in Digital Signage (Part 2)

Last month, we took a broad approach to digital signage, highlighting best practices in managing digital signage. Making the sign readable with contrasting colors and large enough font as well as frequent updates to the content was some of the points we discussed. While we made mention of audience consideration when coming up with content, we thought it would be a good idea to explore closer the three points of view for digital signage and how content must be created to fit the intended goals of the specific viewing pattern.

Point of Transit

The first viewing pattern is the simplest. Point of transit deals with viewers who are on the move. Let’s say for example if you’re walking in a building hallway. You don’t have much time to read a sign and you need something to catch your attention in order for you to see the message. Digital signage for this viewing pattern needs to have as little text as possible without sacrificing the message. Announcements and simple taglines work best here.

Point of Wait

Here you’ll have a little more leeway to have information, but you don’t want to write out full paragraphs or anything like that. Conciseness is still important, but you can have more than a single line like you would with point of transit. Point of wait is anywhere you will have a few seconds to read the signage and absorb the message. For example, if you have to stand in an elevator or are sitting in a waiting room, you’ll presumably have more time to view the sign. Therefore, including participatory content like Did you know… or Call and Response can be used here.

Point of Sale

The final viewing pattern is point of sale. This is where flowery language is okay as you’re trying to sell a product to a customer who is waiting in line, sitting in a drive thru, etc. However, the most important thing here is to include information like price and other details needed to make a sale. Point of sale is also the most likely viewing pattern where images might be used to persuade the viewer of making an unplanned purchase. However, as with the two other viewing patterns, best practices remain the same: conciseness, professional font, contrasting colors, frequent updates, etc.

AV Rental Depot is a leader in digital signage rentals & installations and has helped countless businesses better market their products and create interactive presentations at events and conferences. We encourage you to check out our blog today to learn more about best practices and news in audio and video rentals, digital signage, conferences, and more.