We’ve discussed why design is important, as well as what mistakes users commonly make. In this blog, I’ll give you some tips to engage your audience through content creation. Remember, when your design has the correct elements, viewers are more apt to notice your content and take the message seriously.
Clear, concise communication always prevails. If the intended message is hidden behind scrolling news feeds, weather updates and poor design, how long does it take the audience to receive the message? A distinct, appealing design can clear communication overloads by displaying the main message but also including images.
Have you ever see a handwritten sign taped to a wall? It looks rushed and sloppy, and no matter the message, it often has a negative undertone (for example: “Don’t touch. Wet paint.”). Compare that message to a well, laid out design, and the emotional effect is the exact opposite of the hand written sign. The same rules apply to digital design-you don’t want sloppy, negative content on your signage.
Luckily, not everyone needs a graphic design degree to create engaging content. A few simple tricks will keep your signs lively and entertaining for years to come.
Top six elements of engaging content
1. Relevant content:
Relevant, up-to-date content is extremely important. Not everyone is interested in your facility’s news, but everyone enjoys being up to date with current events, being drawn into a recent event through a video, or even an update from your social media. Keeping your content fresh and constantly updated will keep your audience drawn into your signage.
2. Clean, concise communication:
If the message is lost, what is the point? Here’s a tip — look at your content for three seconds. Did you see the message you want your audience to receive? If not, you may need to rethink your message. Most viewers will only glance at your content, rather than stand there and soak it in. Think of your digital signage as billboards. Limit each announcement to one idea and keep text to two short sentences. Use multiple slides to communicate if one isn’t enough, rather than squashing everything onto one.
An important piece of keeping digital signage entertaining is keeping the content fresh and updated. If you don’t have a new message, at least change the appearance of the announcement to keep people looking at the screen(s). Simply rearrange the components of the announcement or change the images and colors.
Images speak in volumes to your audience. Using photography to enhance your message could be the difference that makes audience engage and receive your message, rather than ignore it. If you don’t have your own pictures, our stock photos contain hundreds of images to choose from in every category imaginable. Just remember not to go overboard, your message is still number one.
Adding motion can help grab attention for longer spans of time. This can be done a few different ways: Adding animation to your images or text, or if you have a relevant video, you can increase your audience’s dwell time at your signage by adding these few bits of motion to your screen. It gets better; according to Online Publishers Association, 80 percent of users recall a video ad they viewed in the past 30 days.
Always include a call to action with your message: What do you want your target audience to do with the information you are posting? Respond? Repost/share the info? Let them know exactly what to do so that they can get involved (For example: “Like us on Facebook!”). If there isn’t a direct action to take, at least point your viewers to where they can learn more about the topic of your message.
When creating announcements, just keep these rules in mind. By following these guidelines, your digital signage will attract more viewers and increase your facility’s communications.