{"id":4687,"date":"2020-11-19T11:43:01","date_gmt":"2020-11-19T11:43:01","guid":{"rendered":"https:\/\/idmc.com.ua\/?p=4687"},"modified":"2026-01-19T11:30:40","modified_gmt":"2026-01-19T11:30:40","slug":"vosem-klyuchevyh-pravil-kotorye-neobhodimo-znat-pri-sozdanii-effektivnogo-kontentu-v-proektah-digital-signage","status":"publish","type":"post","link":"https:\/\/idmc.com.ua\/en\/vosem-klyuchevyh-pravil-kotorye-neobhodimo-znat-pri-sozdanii-effektivnogo-kontentu-v-proektah-digital-signage\/","title":{"rendered":"Eight Key Rules You Need to Know When Creating Effective Content for Digital Signage Projects"},"content":{"rendered":"
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  1. \n

    Text and copywriting<\/strong><\/h4>\n<\/li>\n<\/ol>\n

    When creating copy for Digital Signage, consider the \u201cserial position effect.\u201d For example, in a list of several items, viewers remember the last and the first items best. Therefore, place the most important message at the end of the list. Don\u2019t remove text from the screen too quickly \u2014 give viewers enough time to read it.<\/p>\n

    \"\"<\/p>\n

    Take advantage of \u201cclassification and ordering\u201d principles related to human memory. People remember ordered patterns better \u2014 for example, a phone number in the format XXX\u2011XXX\u2011XXXX is much easier to remember than a string of 10 digits. Here are some practical tips:<\/p>\n

      \n
    • Strict order: group key phrases or concepts into separate, clearly distinct zones on the screen;<\/li>\n
    • Repetition: repeat key words, phrases, accents or ideas two or three times in a row;<\/li>\n
    • Alliteration: use words that start with the same letter or sound.<\/li>\n<\/ul>\n

      The screen should always display a call to action. The most effective calls to action are those that can be acted on immediately (for example, \u201cAsk the seller for details,\u201d \u201cGet 15% off,\u201d etc.). A call to action turns passive viewers into people who notice the content and are likely to take action.<\/p>\n

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      1. \n

        Visual elements: color, contrast and fonts<\/strong><\/h4>\n<\/li>\n<\/ol>\n

        There are several basic rules for choosing fonts and arranging text visually:<\/p>\n

          \n
        • Do not use many different fonts. Serif fonts are generally easier to read.<\/li>\n
        • Don\u2019t write whole words in uppercase letters.<\/li>\n
        • Avoid line breaks; try to keep the message to one line \u2014 this reduces recognition time.<\/li>\n<\/ul>\n

          Regarding colors, there are no universal recommendations linking a specific color to content effectiveness. Research shows that choosing one color over another does not significantly change effectiveness. What truly matters is contrast. Any combination of colors that share the same hue, saturation or brightness reduces legibility and therefore decreases content effectiveness.<\/p>\n

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            Motion and timing<\/strong><\/h4>\n<\/li>\n<\/ol>\n

            The most important part of moving images is the silhouette \u2014 the outline of the element moving across the screen. The silhouette is the only thing that people can perceive peripherally, so it\u2019s crucial to choose visual elements with clear outlines. If a female silhouette is easily identifiable, the silhouette of a seated child may appear as a blurry blob from a distance. Elements with soft contours are only recognized if the viewer looks directly at them.<\/p>\n

            Regarding timing \u2014 don\u2019t let moving elements interfere with readability or recognition. In most cases you have between 1.5 and 3 seconds to convey a message before the viewer looks away. That is a very short interval, so avoid anything that might confuse the viewer.<\/p>\n

            Always give viewers enough time to read the text.<\/p>\n

            For content designers: ensure the text can be read five times within the allotted time.<\/p>\n

            For everyone else: make sure you can read the text three times before it disappears from the screen.<\/p>\n

            When creating digital\u2011menu content, the most important part of the advertisement should be the image of the dish\/offer\/combo. Whatever is emphasized must be the main element. Moderate motion around or behind that element can improve perception without reducing recognition or comprehensibility.<\/p>\n

            Do not use a ticker (marquee), especially for important information. Text in a ticker is remembered about 20% worse than static text and requires significantly more time (sometimes many times more) to recognize and process.
            \n <\/strong><\/p>\n

            The low effectiveness of tickers is a widely accepted fact.<\/strong><\/h4>\n
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            1. \n

              Scene composition<\/strong><\/h4>\n<\/li>\n<\/ol>\n

              In Western cultures the viewer\u2019s eye typically moves across the screen from the upper left to the lower right, as when quickly scanning a newspaper. Consider this when placing visual elements and text on the screen.<\/p>\n

              Clear, visually separated elements greatly reduce perception time. Think like a film director: divide videos into scenes and shots \u2014 for example, split a 15\u2011second clip into two 7.5\u2011second scenes or four 3\u2011second shots. Each scene or shot should function as a separate \u201cposter.\u201d In other words, if playback is paused, the viewer should see information on the screen that makes sense to them.<\/p>\n

              \"\"<\/em><\/p>\n

              That is why I believe placing the cash register at the far right is not the best option for effective use of a digital menu board. If you can change the layout and make a \u201cmirror\u201d arrangement (move the cash register to the left side of the counter), the effectiveness of the digital menu board will increase by at least a quarter.<\/em><\/strong><\/p>\n

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              1. \n

                Position and placement of digital\u2011menu screens<\/h4>\n<\/li>\n<\/ol>\n

                At a distance of 5\u201310 meters from a food\u2011court counter there is a \u201cdecompression zone\u201d or a \u201cspace\u2011talk\u201d area. It is generally not recommended to place Digital Signage screens high above head level \u2014 their effectiveness will be too low. Place screens at head level \u2014 that is the best viewing plane. Also account for the 20\u2011degree vertical viewing field that viewers most commonly use while moving through a space. The ideal placement for a digital menu board is at a distance of 2\u20132.5 m; height \u2014 1.9\u20132 m from the floor to the monitor\u2019s bottom edge; monitor tilt tangent of 7\/2 or \u00b175 degrees.<\/p>\n

                \"\"<\/p>\n

                The most important factor for on\u2011screen text is legibility. The table below provides recommendations for text height depending on the distance between the viewer and the screen.<\/p>\n

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                1. \n

                  Integrating an advertising campaign<\/h4>\n<\/li>\n<\/ol>\n

                  Recall level increases significantly when similar content is broadcast across multiple channels within a restaurant campaign: on Digital Signage screens, in printed materials, on leaflets and banners, through audio messages, etc. Make sure Digital Signage content aligns with other advertising materials and does not mislead viewers\/guests.<\/p>\n

                  \"\"<\/p>\n

                  <\/h4>\n
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                  1. \n

                    Sound<\/h4>\n<\/li>\n<\/ol>\n

                    There are two approaches to using sound in Digital Signage systems: passive (which influences shopper behavior without their conscious awareness) and active (aimed at switching a shopper from their current behavior to a new one). Annoying audio accompaniment shortens guests\u2019 dwell time in a restaurant. However, well\u2011designed audio, according to research, can increase sales by 5\u201310%.<\/p>\n

                    Here are some rules to follow when designing audio for Digital Signage content:<\/h4>\n
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                    • \n

                      Do not rely on sound alone without a visual component. It may sound obvious \u2014 but it\u2019s a FACT.<\/h4>\n<\/li>\n
                    • \n

                      Use sound to emphasize messages and\/or to \u201cswitch\u201d attention.<\/h4>\n<\/li>\n
                    • \n

                      Visual messages must always work even without sound.<\/h4>\n<\/li>\n<\/ul>\n
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                      1. \n

                        Content format<\/h4>\n<\/li>\n<\/ol>\n

                        Among the most common Digital Signage content types are the following:<\/p>\n

                        Images \u2014 all image formats, including those with transparent backgrounds and animated image formats.<\/p>\n

                        Video \u2014 playback of WMV, MPEG1, MPEG2, DIVX, MPEG4, MOV, as well as streaming, FHD and 4K video.<\/p>\n

                        HTML templates, widgets or digital\u2011menu templates<\/p>\n

                        WEB \u2014 specific regions of a web page can be selected and dynamically displayed on screens.<\/p>\n

                        \"\"<\/p>\n

                        It is worth noting that InnovativeDMC has ten years of experience in developing, implementing and monetizing Digital Signage solutions (LCD advertising monitors and digital menus, LED advertising screens, electronic price tags, etc.) across Ukraine, the CIS, Europe and the UK.<\/h4>\n

                        Our key clients and partners are networked HoReCa caf\u00e9s and restaurants, fuel stations, cinemas, advertising agencies, retail chains and stores, shopping centers, fitness clubs, banks, etc. During this time we have implemented over 500 projects and developed a flexible, multifunctional and at the same time easy\u2011to\u2011administer centralized management system for all content types (audio, video, interactive) across various playback devices both within single sites and in national\u2011scale projects.<\/h4>\n","protected":false},"excerpt":{"rendered":"

                        Text and copywriting When creating copy for Digital Signage, consider the \u201cserial position effect.\u201d For example, in a list of several items, viewers remember the last and the first items best. Therefore, place the most important message at the end of the list. Don\u2019t remove text from the screen too quickly \u2014 give viewers enough […]<\/p>\n","protected":false},"author":1,"featured_media":2984,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[3],"tags":[],"class_list":["post-4687","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-bez-kategori"],"_links":{"self":[{"href":"https:\/\/idmc.com.ua\/en\/wp-json\/wp\/v2\/posts\/4687","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/idmc.com.ua\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/idmc.com.ua\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/idmc.com.ua\/en\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/idmc.com.ua\/en\/wp-json\/wp\/v2\/comments?post=4687"}],"version-history":[{"count":1,"href":"https:\/\/idmc.com.ua\/en\/wp-json\/wp\/v2\/posts\/4687\/revisions"}],"predecessor-version":[{"id":5730,"href":"https:\/\/idmc.com.ua\/en\/wp-json\/wp\/v2\/posts\/4687\/revisions\/5730"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/idmc.com.ua\/en\/wp-json\/wp\/v2\/media\/2984"}],"wp:attachment":[{"href":"https:\/\/idmc.com.ua\/en\/wp-json\/wp\/v2\/media?parent=4687"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/idmc.com.ua\/en\/wp-json\/wp\/v2\/categories?post=4687"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/idmc.com.ua\/en\/wp-json\/wp\/v2\/tags?post=4687"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}