Digital Signage Content Best Practices
Design for Glanceability
Effective digital signage content is designed for glanceability - the ability to communicate a complete message in 3 seconds or less. Unlike websites or print, viewers encounter digital signage while walking, waiting, or focused on other tasks. Your content must capture attention instantly and deliver value immediately.
The Fundamentals of Effective Signage Design
The 3-Second Rule
Research shows viewers spend an average of 3-5 seconds looking at digital signage. Your content must:
1
CAPTURE
Grab attention with bold visuals or motion
2
COMMUNICATE
Deliver the core message clearly
3
COMPEL
Inspire action or reinforce brand
Message Hierarchy
Structure content with clear visual priority:
┌─────────────────────────────────────────────────────────────────┐
│ MESSAGE HIERARCHY │
│ │
│ ┌─────────────────────────────────────────────────────────┐ │
│ │ PRIMARY MESSAGE (What you MUST communicate) │ │
│ │ • Largest text/visuals │ │
│ │ • Most prominent position │ │
│ │ • Readable in 1 second │ │
│ │ Example: "50% OFF" │ │
│ └─────────────────────────────────────────────────────────┘ │
│ ▼ │
│ ┌─────────────────────────────────────────────────────────┐ │
│ │ SECONDARY MESSAGE (Supporting information) │ │
│ │ • Medium-sized elements │ │
│ │ • Complements primary message │ │
│ │ • Readable in 2 seconds │ │
│ │ Example: "All Winter Items" │ │
│ └─────────────────────────────────────────────────────────┘ │
│ ▼ │
│ ┌─────────────────────────────────────────────────────────┐ │
│ │ TERTIARY DETAILS (Nice to have) │ │
│ │ • Smallest elements │ │
│ │ • Only if space/time allows │ │
│ │ • May be skipped by viewers │ │
│ │ Example: "Valid through Feb 28" │ │
│ └─────────────────────────────────────────────────────────┘ │
│ │
└─────────────────────────────────────────────────────────────────┘
The One-Thing Principle
Each piece of content should communicate one primary thing:
| Bad Approach | Better Approach |
|---|
| Sale + New Products + Store Hours + Social Media | Slide 1: Sale announcement |
| Multiple competing messages | Slide 2: New products |
| Cluttered, confusing | Slide 3: Store hours |
| Low recall | High recall per message |
Typography for Digital Signage
Font Selection
Recommended Font Categories
| Category | Examples | Best For |
|---|
| Sans-Serif | Helvetica, Arial, Open Sans, Roboto | Headlines, most applications |
| Bold Sans-Serif | Impact, Anton, Bebas Neue | Headlines, promotions |
| Condensed | Roboto Condensed, Arial Narrow | Space-constrained layouts |
| Slab Serif | Rockwell, Roboto Slab | Strong statements |
Avoid: Script fonts, thin/light weights, decorative fonts, and fonts with elaborate serifs. These are difficult to read at a distance or at a glance.
Font Pairing Guidelines
| Element | Font Style | Example |
|---|
| Headlines | Bold sans-serif | Roboto Bold, 72pt |
| Subheadlines | Medium sans-serif | Roboto Medium, 48pt |
| Body text | Regular sans-serif | Roboto Regular, 36pt |
| Prices/Numbers | Bold condensed | Impact, 96pt |
Text Sizing
Size by Viewing Distance
| Viewing Distance | Minimum Text Height | Recommended |
|---|
| 5 feet | 0.5 inches | 0.75 inches |
| 10 feet | 1 inch | 1.5 inches |
| 15 feet | 1.5 inches | 2.25 inches |
| 20 feet | 2 inches | 3 inches |
| 30 feet | 3 inches | 4.5 inches |
| 50 feet | 5 inches | 7.5 inches |
Minimum text height (inches) = Viewing distance (feet) ÷ 10
Recommended text height = Minimum × 1.5
Text Best Practices
Do:
- Use ALL CAPS for short headlines
- Use sentence case for longer text
- Limit headlines to 3-5 words
- Keep body copy to 15 words or less
- Use bold for emphasis, not italics
- Left-align or center text
Don't:
- Use more than 2 font families
- Justify text (creates awkward gaps)
- Use thin or light font weights
- Animate text constantly
- Use outlined/stroked text
- Place text over busy backgrounds
Line Length and Spacing
| Parameter | Guideline |
|---|
| Maximum line length | 50-60 characters for body text |
| Line height | 120-150% of font size |
| Paragraph spacing | 1.5× line height |
| Margin from edges | 10% of screen dimension |
Color Theory for Signage
Color Fundamentals
High-Contrast Combinations
| Foreground | Background | Contrast Ratio | Use Case |
|---|
| White | Black | 21:1 | Maximum readability |
| Black | Yellow | 19.6:1 | Attention, warnings |
| White | Navy Blue | 15.7:1 | Professional |
| Black | White | 21:1 | Clean, minimal |
| Yellow | Black | 19.6:1 | High visibility |
| White | Red | 4.0:1 | Use sparingly |
WCAG Contrast Requirements
| Element | Minimum Ratio | Recommended |
|---|
| Large text (24pt+) | 3:1 | 4.5:1 |
| Standard text | 4.5:1 | 7:1 |
| Critical info | 7:1 | 10:1+ |
Color Psychology in Signage
| Color | Associations | Best For |
|---|
| Red | Urgency, excitement, sale | Clearance, limited time |
| Orange | Energy, warmth, action | Calls to action |
| Yellow | Attention, optimism | Warnings, highlights |
| Green | Health, nature, go | Organic, eco, success |
| Blue | Trust, calm, professional | Corporate, healthcare |
| Purple | Luxury, creativity | Premium products |
| Black | Elegance, power | Luxury, fashion |
| White | Clean, simple, pure | Background, negative space |
Brand Color Usage
| Element | Brand Color Usage |
|---|
| Backgrounds | Primary brand color or neutral |
| Headlines | Brand color or high-contrast |
| Accents | Secondary brand colors |
| CTAs | High-contrast, attention-grabbing |
| Text | Black/white over brand colors |
Layout and Composition
The Rule of Thirds
Divide your screen into a 3×3 grid and place key elements along the lines or at intersections:
┌─────────────────────────────────────────────────────────────────┐
│ RULE OF THIRDS │
│ │
│ ┌─────────────┬─────────────┬─────────────┐ │
│ │ │ │ │ │
│ │ A ───┼─────────────┼─── B │ Points A-D are │
│ │ │ │ │ "power points" │
│ ├─────────────┼─────────────┼─────────────┤ where the eye │
│ │ │ │ │ naturally goes │
│ │ │ │ │ │
│ │ │ │ │ │
│ ├─────────────┼─────────────┼─────────────┤ │
│ │ │ │ │ │
│ │ C ───┼─────────────┼─── D │ │
│ │ │ │ │ │
│ └─────────────┴─────────────┴─────────────┘ │
│ │
│ Place key visuals and headlines at power points A, B, C, or D │
│ │
└─────────────────────────────────────────────────────────────────┘
Safe Zones
Always keep critical content within safe zones:
| Zone | Margin | Purpose |
|---|
| Action Safe | 5% from edge | Essential content |
| Title Safe | 10% from edge | Text and graphics |
| Overscan | 0-3% | May be cut off on some displays |
Common Layout Templates
Full-Screen Hero
┌─────────────────────────────────────────┐
│ │
│ [BACKGROUND IMAGE/VIDEO] │
│ │
│ ┌───────────────────┐ │
│ │ HEADLINE │ │
│ │ Subheadline │ │
│ │ │ │
│ │ [CALL TO ACTION]│ │
│ └───────────────────┘ │
│ │
└─────────────────────────────────────────┘
L-Bar Layout
┌─────────────────────────────────────────┐
│ │ │
│ MAIN CONTENT │ SIDEBAR │
│ (Video/Images) │ (Info, │
│ │ Logo, │
│ │ Time) │
├────────────────────────────┴────────────┤
│ TICKER/LOWER THIRD │
└─────────────────────────────────────────┘
Split Screen
┌─────────────────────────────────────────┐
│ │ │
│ IMAGE │ TEXT │
│ ZONE │ ZONE │
│ │ │
│ │ Headline │
│ │ Body copy │
│ │ [CTA Button] │
│ │ │
└─────────────────────────────────────────┘
Grid Layout (Multi-Product)
┌─────────────────────────────────────────┐
│ HEADER │
├───────────┬───────────┬─────────────────┤
│ │ │ │
│ ITEM 1 │ ITEM 2 │ ITEM 3 │
│ │ │ │
├───────────┼───────────┼─────────────────┤
│ │ │ │
│ ITEM 4 │ ITEM 5 │ ITEM 6 │
│ │ │ │
└───────────┴───────────┴─────────────────┘
Visual Hierarchy
Creating Focus
| Technique | How It Works | Example |
|---|
| Size | Larger = more important | Big headline, small details |
| Color | Contrast draws eye | Bright CTA on muted background |
| Position | Top/center = primary | Headline at top |
| Whitespace | Isolation creates focus | Product floating in space |
| Depth | Foreground dominates | Product over blurred background |
Visual Weight Distribution
Balance your layout by distributing visual weight:
| Heavy Elements | Light Elements |
|---|
| Dark colors | Light colors |
| Large objects | Small objects |
| Complex shapes | Simple shapes |
| Dense patterns | Open space |
| Text blocks | Single words |
Motion and Animation
When to Use Motion
| Scenario | Motion Recommendation |
|---|
| Attention capture | 1-2 seconds of motion, then static |
| Transitions | 0.3-0.5 second transitions |
| Data updates | Subtle animation on change |
| Video content | Full motion appropriate |
| Text display | Avoid animating text |
Animation Best Practices
Effective Animation:
- Quick, purposeful transitions
- Subtle emphasis effects
- Smooth, natural easing
- Motion that guides the eye
- Looping video backgrounds
Problematic Animation:
- Constant, distracting motion
- Spinning or rotating text
- Flashing or strobing effects
- Motion that obscures content
- Overly long transitions
Transition Types
| Transition | Duration | Use Case |
|---|
| Cut | Instant | Fast-paced content |
| Dissolve/Fade | 0.5-1s | Most transitions |
| Slide/Push | 0.3-0.5s | Sequential content |
| Zoom | 0.5-1s | Focus attention |
| Wipe | 0.3-0.5s | Reveal effect |
Content Timing
Dwell Time by Content Type
| Content Type | Recommended Duration | Notes |
|---|
| Simple message | 5-8 seconds | Single headline + image |
| Multiple points | 10-15 seconds | Add 3-4 seconds per point |
| Video clip | 15-30 seconds | Full attention required |
| Data/stats | 8-12 seconds | Allow time to process |
| Menu board | 15-30 seconds | Longer for complex menus |
| Directory/wayfinding | Indefinite | User-paced or cycling |
Loop Considerations
| Factor | Recommendation |
|---|
| Total loop length | 2-5 minutes optimal |
| Variety | Mix content types |
| Repeat frequency | Balance exposure vs. fatigue |
| Dayparting | Adjust content by time of day |
| Dwell expectation | Match to viewer wait time |
Content by Application
| Element | Guideline |
|---|
| Price prominence | Largest element if price-focused |
| Discount format | "50% OFF" > "Half Price" > "$10 savings" |
| Product imagery | High-quality, aspirational |
| Urgency cues | "Today Only", "Limited Stock" |
| CTA | Clear action: "Shop Now", "Ask Associate" |
Corporate Communications
| Element | Guideline |
|---|
| Brand consistency | Strict adherence to guidelines |
| Tone | Professional, informative |
| Updates | Timely, relevant to employees |
| Data visualization | Clear, simple charts |
| Recognition | Employee spotlights, achievements |
Wayfinding
| Element | Guideline |
|---|
| Clarity | Unmistakable directions |
| Icons | Universal symbols + text |
| Hierarchy | Current location > directions > details |
| Color coding | Consistent across facility |
| Accessibility | High contrast, simple language |
| Element | Guideline |
|---|
| Categories | Clear visual groupings |
| Pricing | Aligned, easy to scan |
| Photography | Appetizing, accurate |
| Specials | Highlighted but not overwhelming |
| Readability | Extra-large from ordering distance |
Quality Checklist
Before Deployment
Common Mistakes to Avoid
| Mistake | Impact | Solution |
|---|
| Too much text | Low readability | Reduce to essentials |
| Low contrast | Invisible content | Use contrast checker |
| Tiny text | Illegible | Follow size guidelines |
| Cluttered layout | Confusion | One message per slide |
| Busy backgrounds | Obscured text | Simplify or use overlay |
| Long durations | Viewer fatigue | Respect dwell times |
| No CTA | No action | Include clear next step |
Frequently Asked Questions
What is the 3-second rule?
Viewers spend an average of 3-5 seconds looking at digital signage. Your content must:
- Capture attention instantly (second 1)
- Communicate the core message (second 2)
- Compel action or reinforce brand (second 3)
If your message can't be understood in 3 seconds, simplify it.
What font size should I use?
Quick formula: Minimum text height (inches) = Viewing distance (feet) ÷ 10
| Distance | Minimum Size |
|---|
| 10 feet | 1 inch |
| 20 feet | 2 inches |
| 30 feet | 3 inches |
Use 1.5× these values for comfortable reading.
How many messages per screen?
One. The "One-Thing Principle" ensures high recall. Multiple messages compete for attention and reduce retention. Create separate slides for separate messages.
Next Steps
Content design guidelines maintained by MediaSignage, serving digital signage professionals since 2008.