Design Your Message
Creating messages for digital signage is not like designing for TV. Effective creative requires "stopping power", and a keen understanding of "The Five W's":
- Who is going to see your message?
- What are the viewers doing when your message appears?
- Where will they be when they see your message?
- When are they seeing your message?
- And why should they pay attention?
Digital communications are typically sequenced playlists that loop repeatedly. Designers have to consider not only how to communicate impactfully despite the time pressure, but also the environment of the display and the anticipated mindset of the viewer in that environment.
This medium is not like TV or print. People have the INTENT to watch TV and the INTENT to read their newspaper. Most people don't visit one of our display locations with the INTENT to view our screens. Content on the screen must capture - and keep - the viewer's attention.
Content has always been king. Now, so is Context.
Like television advertising, digital messages offer the impact and stopping power of full-motion images. Unlike traditional television advertising, digital messages usually have to rely entirely on visuals, and they must get through to an audience that is on the move. Dwell time and viewing context are new considerations for your creative team.
One excellent comparable to the creative challenge of designing for digital signage is trade shows. Designing a trade show exhibit is very much like designing for digital signage: the audience is transitory, the environment is "cluttered", and the time you have to get a message across that resonates with the needs of the viewer is small. The good news is that, as at a trade show, the viewers are motivated to get information and will respond to an accurate and timely message.
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