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Common Mistakes that Digital Signage Companies Should Avoid

Posted by Jason Ault on Aug 20, 2015 9:00:00 AM

Common Mistakes that Digital Signage Companies Should AvoidIt’s funny to drive by and laugh at the signs that have missing letters, or letters scrambled. HOTEL OPEN has burnt out letters and now says HEL PEN or someone scrambled the words on an outdoor sign to say something else. While these are funny to a passerby, it looks bad for the company. Luckily with digital signage, there is no opportunity for pranksters to scramble the words or for letters to not light up correctly. However, there are a few mistakes you’ll want to avoid with your digital signage installation.

  1. Blank screens

Be sure that your screens are always up and running. No one notices a blank, black screen, unless they’re pointing out how poorly it looks. It comes as an extreme disappointment if a consumer is searching for specific information that your signage holds, like directions or contact information, and they find a blank screen. Not being able to find the information you needed is a let- down.

  1. Outdated content

With digital signage, you have the power to update content consistently. You’re able to change any information, menu- pricing and dates, immediately. Everything needs to be relevant and fresh to the viewer. A digital sign is meant to attract attention and encourage engagement. Photos or videos transform a boring message into a more entertaining one. Appealing, revised content is vital. Have you ever worked in a retail store and was forced to hear the same 20 repeatedly? It can drive a person crazy. A signage display with the same 20 messages wreaks the same havoc. Update, but also change the display. Swap out the old presentation and information with new colors, images, etc.

  1. Poor layout

Every frame of your digital display should be well- balanced and professionally designed. With content moving across the screen at all times, it makes the design process more difficult. This is without even taking user interaction into account. This is motion design, and anyone using digital solutions needs to be aware of how important content creation is and know how to make products stand out.

  1. No interaction

Smartphones and digital screens of all kinds are here to stay; just as static signs are a ‘thing of the past’. A digital screen is in place to convey a message. If this message isn’t getting across to your audience, then it’s time to rethink or start a new plan. A digital creation needs to be well thought- out, while pertaining to your audience. If your audience is viewing your screens for a product, be sure to include contact information. Deliver information for what you’re selling or promoting. If it says “get tickets now”; direct them how to do so.

  1. Too much information

People have short attention spans. In order to grab someone’s attention and ensure that the information you have displayed is read, keep content short and simple. With moving picture and slides, it’s difficult to digest a lot of information at once. Pick out the necessary, important information and highlight it. Remember that your goal is to deliver information. Your message can get lost if you have your screen packed with so much that viewers can't pick out the different things you're telling them. With these items in mind, it will be simple to avoid or adjust mistakes, while keeping your audience engaged and entertained. Your company will be professionally represented, with a positive reputation.

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Topics: Digital Signage Basics

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