If content is king then the template is his castle.

It is impossible to have a great overall digital signage campaign if either of these elements is not perfect.

You can have great content and terrible templates (in which case you need new templates) or you could have a great template and bad content that means you need a new content developer.

So important and synched are these two elements in digital signage that you could pretty much put them both in the ‘content’ category.

Digital Signage Content
Make it better, make it work.
There is always room for improvement with creative things like content but some basic things you cannot overlook if you want to create great (not just good) content.

You have the power to decide what people will see and lay the emphasis on what is important, so use it. Determine the most important items and let one appear first and long and another last and long. This way, they will imprint in the minds of your audience.

Repetition and rhymes
Do you remember those old-time jingles they used to sell products? If you do, your memory of them has to do with the music and the simple repeated words and rhymes. The same can work for your content to make it memorable.

Colors and contrast
This is a perfect example of the union between content and templates. There needs to be a contrast between the background and the foreground to make the words more legible. You also need to choose the template and content colors wisely both as a representative of the brand and to attract people’s attention to the sign and further to specific sections on the screen.

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Font sizes and styles
Here you need to balance diversity and clutter. You can have several styles of font, but not too many as to appear messy. The size also needs to be large enough to be read at a glance but not too large as to be overwhelming to the eye.

Attention versus distractions
What is your core message? Once you decide that, you can choose content that will be faithful to the message and attract the required attention. For instance, you may pick certain pictures proven to attract viewer attention but have nothing to do with your message. Find the balance between attracting attention and creating distractions.

Motion and animation
It is always fun to have moving text and animation. It is also a great way of attracting viewers. The key is to make sure you are not doing too much. For instance, you cannot have a dancing silhouette next to flashing text on a moving slide. People will not know what to look at. Balance the motion with some static elements like the logo or the text for effective communication.

The individual in the bigger picture
While you may have several slides in your presentation, treat each one as an individual poster. Make sure that each slide has is attractive, well-balanced and has all the important information. Each slide is critical to the overall message of the presentation.

Hurl Ingham is a digital signage enthusiast who is always designing and looking out for new templates. He is also an artist and graphic designer.

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