Typography & Viewing Distance Guide
Getting text size right is critical for digital signage effectiveness. Too small and viewers can't read it; too large and you waste valuable screen space. This guide provides formulas, charts, and best practices for optimal typography at any viewing distance.
The Viewing Distance Formula
Quick Reference Chart
| Viewing Distance | Minimum Body Text | Headlines | Fine Print |
|---|---|---|---|
| 3 ft (1m) | 18pt | 36pt | 12pt |
| 6 ft (2m) | 24pt | 48pt | 16pt |
| 10 ft (3m) | 36pt | 72pt | 24pt |
| 15 ft (5m) | 48pt | 96pt | 32pt |
| 20 ft (6m) | 60pt | 120pt | 40pt |
| 30 ft (9m) | 84pt | 168pt | 56pt |
| 50 ft (15m) | 132pt | 264pt | 88pt |
The Formula
The standard formula for minimum readable text height:
Text Height (inches) = Viewing Distance (feet) × 0.007
or
Text Height (cm) = Viewing Distance (meters) × 0.84
For digital signage, we recommend 1.5-2× this minimum for comfortable reading:
Recommended Text Height = Viewing Distance (feet) × 0.01 to 0.014
Calculating Point Size from Height
Once you know the physical text height needed:
Point Size = Text Height (inches) × 72
Point Size = Text Height (cm) × 28.35
Example Calculation
Scenario: Display 30 feet from primary viewers
Step 1: Minimum text height
30 ft × 0.007 = 0.21 inches (minimum legible)
Step 2: Recommended text height (1.5× for comfort)
0.21 × 1.5 = 0.315 inches
Step 3: Convert to points
0.315 × 72 = 22.68 → round up to 24pt
Step 4: Verify on your display
On a 55" 1080p display, 24pt text ≈ 0.35" tall ✓
Display Size Impact
Text Size by Display Resolution
The same point size appears differently on different resolutions:
| Point Size | 1080p (55") | 4K (55") | 1080p (75") | 4K (75") |
|---|---|---|---|---|
| 24pt | 0.35" | 0.18" | 0.48" | 0.24" |
| 36pt | 0.53" | 0.26" | 0.72" | 0.36" |
| 48pt | 0.70" | 0.35" | 0.95" | 0.48" |
| 72pt | 1.05" | 0.53" | 1.43" | 0.72" |
| 96pt | 1.40" | 0.70" | 1.91" | 0.95" |
Pixels Per Inch (PPI) Reference
| Display Size | 1080p PPI | 4K PPI |
|---|---|---|
| 32" | 69 | 138 |
| 43" | 51 | 102 |
| 55" | 40 | 80 |
| 65" | 34 | 68 |
| 75" | 29 | 59 |
| 86" | 26 | 51 |
| 98" | 22 | 45 |
Impact: Higher PPI = smaller physical text at same point size
Text Hierarchy for Digital Signage
Recommended Size Ratios
┌─────────────────────────────────────────────────────────────────┐
│ TEXT HIERARCHY SYSTEM │
├─────────────────────────────────────────────────────────────────┤
│ │
│ LEVEL 1: PRIMARY HEADLINE │
│ Size: 2.5-3× body text │
│ Use: Main message, calls to action │
│ Example at 10ft: 84-96pt │
│ │
│ LEVEL 2: SECONDARY HEADLINE │
│ Size: 1.5-2× body text │
│ Use: Section headers, prices │
│ Example at 10ft: 48-60pt │
│ │
│ LEVEL 3: BODY TEXT │
│ Size: Base size for distance │
│ Use: Descriptions, details │
│ Example at 10ft: 36pt │
│ │
│ LEVEL 4: SUPPORTING TEXT │
│ Size: 0.75× body text │
│ Use: Fine print, legal, timestamps │
│ Example at 10ft: 24pt │
│ ⚠ Consider if truly necessary │
│ │
└─────────────────────────────────────────────────────────────────┘
Practical Size Guide by Application
| Application | Primary | Secondary | Body | Notes |
|---|---|---|---|---|
| Retail Promo | 96pt+ | 48pt | 36pt | Prices prominent |
| Menu Board | 60pt | 36pt | 24pt | Scannable layout |
| Wayfinding | 72pt | 48pt | 30pt | Arrows/icons large |
| Corporate Lobby | 48pt | 36pt | 24pt | Elegant, refined |
| Emergency Alert | 120pt+ | 72pt | 48pt | Maximum visibility |
| Video Wall | 144pt+ | 96pt | 72pt | Scale for distance |
Font Selection for Digital Signage
Recommended Fonts
| Category | Fonts | Best For |
|---|---|---|
| Sans-Serif (Preferred) | Arial, Helvetica, Roboto, Open Sans, Lato | Most applications |
| Modern Sans | Gotham, Proxima Nova, Montserrat | Brand-forward |
| Humanist Sans | Verdana, Tahoma, Trebuchet | Warmth, approachability |
| Geometric Sans | Futura, Avenir, Century Gothic | Modern, clean |
| High Legibility | Tiresias, APHont, Atkinson Hyperlegible | Accessibility focus |
Fonts to Avoid
| Font Type | Why to Avoid |
|---|---|
| Serif fonts (Times, Georgia) | Hard to read at distance |
| Script/decorative | Poor legibility |
| Light weights (<400) | Disappear at distance |
| Condensed variants | Letters merge |
| All caps for body text | Harder to read, slower |
Font Weight Recommendations
| Element | Weight | Notes |
|---|---|---|
| Headlines | Bold (700) or ExtraBold (800) | Maximum visibility |
| Subheads | SemiBold (600) or Bold (700) | Clear hierarchy |
| Body text | Regular (400) or Medium (500) | Readable at size |
| Never use | Light (300) or Thin (100) | Invisible at distance |
Color and Contrast
Minimum Contrast Ratios
| Content Type | WCAG Standard | Recommended |
|---|---|---|
| Body text | 4.5:1 | 7:1 |
| Large text (>18pt) | 3:1 | 4.5:1 |
| Headlines | 3:1 | 7:1 |
High-Contrast Color Pairs
| Background | Text | Contrast Ratio | Notes |
|---|---|---|---|
| Black (#000) | White (#FFF) | 21:1 | Maximum |
| Navy (#001F54) | White (#FFF) | 16:1 | Professional |
| Dark Gray (#333) | White (#FFF) | 12:1 | Softer |
| White (#FFF) | Black (#000) | 21:1 | Bright environments |
| Yellow (#FFD700) | Black (#000) | 12:1 | High attention |
| Blue (#0066CC) | White (#FFF) | 7.5:1 | Good balance |
Colors to Avoid
| Combination | Problem |
|---|---|
| Red on green | Color blindness |
| Blue on red | Vibration, strain |
| Light gray on white | Insufficient contrast |
| Yellow on white | Nearly invisible |
| Any color on busy image | Readability varies |
Reading Time Considerations
Dwell Time by Context
| Environment | Avg. Dwell Time | Max Word Count |
|---|---|---|
| Transit/passing | 2-3 seconds | 7-10 words |
| Retail browsing | 3-5 seconds | 15-20 words |
| Waiting area | 5-15 seconds | 30-50 words |
| Dedicated viewing | 15-30 seconds | 75-100 words |
| Interactive kiosk | 30+ seconds | As needed |
The 3×5 Rule
For most digital signage:
- Maximum 3 lines of text per message
- Maximum 5 words per line
- 3-5 seconds viewing time
┌─────────────────────────────────────────┐
│ │
│ SUMMER SALE │ ← 2 words
│ 50% OFF EVERYTHING │ ← 3 words
│ THIS WEEKEND ONLY │ ← 3 words
│ │
└─────────────────────────────────────────┘
Total: 3 lines, 8 words, ~3 second read time ✓
Reading Speed Reference
| Context | Words Per Minute | Words in 5 Seconds |
|---|---|---|
| Comfortable reading | 200-250 wpm | 17-21 words |
| Scanning | 400-500 wpm | 33-42 words |
| Glancing | 600+ wpm | Very few, headlines only |
Special Scenarios
Portrait Orientation
For portrait (vertical) displays:
┌───────────────────┐
│ │
│ Headline │ ← Same size as landscape
│ │
│ Subhead is │
│ also similar │ ← Line breaks change
│ │
│ Body text can │
│ be slightly │
│ smaller due to │
│ eye tracking │ ← -10% acceptable
│ │
│ │
│ ┌─────────────┐ │
│ │ Visual │ │
│ │ Element │ │
│ └─────────────┘ │
│ │
└───────────────────┘
Video Walls
For multi-screen video walls, calculate based on:
- Total viewing distance (usually further)
- Individual screen bezels (text shouldn't cross)
- Viewing zones (near vs. far)
Example: 2×2 Video Wall (4× 55" displays)
Total size: ~110" diagonal
Typical viewing distance: 15-25 feet
Minimum body text: 60pt
Recommended body text: 72-84pt
Headlines: 144pt+
Outdoor Displays
Outdoor signage needs larger text due to:
- Greater viewing distances
- Environmental distractions
- Brief attention windows
Outdoor Rule: Add 25-50% to indoor recommendations
| Indoor Size | Outdoor Size |
|---|---|
| 36pt | 45-54pt |
| 48pt | 60-72pt |
| 72pt | 90-108pt |
Drive-Thru Menus
Special case: Viewers in vehicles
| Distance from Menu | Item Names | Prices | Descriptions |
|---|---|---|---|
| 6-8 feet | 36pt | 30pt | 18pt |
| 8-12 feet | 48pt | 36pt | 24pt |
| 12+ feet | 60pt | 48pt | 30pt |
Testing Your Typography
The "Squint Test"
- View your design from intended distance
- Squint your eyes
- If text disappears or blurs, increase size
The "Photo Test"
- Display your content on screen
- Step back to viewing distance
- Take a photo with your phone
- Review photo - if text is hard to read, increase size
The "5-Second Test"
- Show design to someone for 5 seconds
- Ask: "What was the main message?"
- If they can't recall, simplify or increase text
Accessibility Check
- Test with vision impairment simulation
- Verify contrast ratios with online tools
- Consider color blindness (8% of males)
- Check against WCAG 2.1 guidelines
Quick Reference Card
┌─────────────────────────────────────────────────────────────────────────┐
│ TYPOGRAPHY QUICK REFERENCE │
├─────────────────────────────────────────────────────────────────────────┤
│ │
│ FORMULA: Point Size = Distance (ft) × 1.0 (minimum) to 1.4 (comfort) │
│ │
│ COMMON SCENARIOS: │
│ ┌──────────────────┬───────────────┬───────────────────────────────┐ │
│ │ Distance │ Min Body Text │ Headline │ │
│ ├──────────────────┼───────────────┼───────────────────────────────┤ │
│ │ 6 ft (counter) │ 24pt │ 48pt │ │
│ │ 10 ft (retail) │ 36pt │ 72pt │ │
│ │ 15 ft (lobby) │ 48pt │ 96pt │ │
│ │ 20 ft (wall) │ 60pt │ 120pt │ │
│ │ 30+ ft (stadium) │ 84pt+ │ 168pt+ │ │
│ └──────────────────┴───────────────┴───────────────────────────────┘ │
│ │
│ DO: DON'T: │
│ ✓ Sans-serif fonts ✗ Decorative/script fonts │
│ ✓ Bold for headlines ✗ Light font weights │
│ ✓ High contrast (7:1+) ✗ Low contrast text │
│ ✓ Short messages (15 words) ✗ Paragraphs of text │
│ ✓ Test at actual distance ✗ Design only on computer │
│ │
└─────────────────────────────────────────────────────────────────────────┘
Frequently Asked Questions
Next Steps
- Content Best Practices - Complete design guide
- Accessibility Guide - ADA compliance
- Screen Size Guide - Display selection
- Templates - Pre-designed layouts
This guide is maintained by MediaSignage, pioneers of digital signage technology since 2008.