The Goldilocks Principal
The balance of content on digital signage has always been a challenge. With so much content at your disposal, it can be easy to take things too far. In this article, we will outline some best practices for content on the screen to make sure that your content is “just right”.
What’s Your Focus?
When building slides and templates, first consider what your focus content is. Meaning, what information do you want your audience to retain when they walk away. This could be anything from an upcoming event, a helpful health tip or a company-wide policy change. This information needs to take up the core of your screen – we call it the Focus Content.
Focus content should be brief and to the point. It’s always nice to have a visual whether a photo or infographic but it’s not necessary.
In the example shown, the focus content is limited to just two events. We can rotate through all events but in an effort to make sure that the information is readable, we limit what is available on the screen.
The key is to provide bite-size information so that the audience doesn’t get lost in the information.
Anchor content can be used to provide additional information to the viewer. This content is typically handled as a secondary information source and a good area to run content such as weather forecasts, social media feeds or, as depicted in this example, hours for the cafe and gift shop.
Mix It Up
So the moral of the story – keep it brief but also switch it up. Rotating from full-screen content to zoned out content keeps eyes glued to the screens. Furthermore, breaking out that content so remains the same message but looks different throughout the day is even better. We call it content confusion and it’s part of our Content Programs.