The Ultimate Digital Signage Guide: Design, Placement And Best Practices

Valued at $33 billion, the digital signage market has indeed become a formidable tool in modern marketing strategy, revolutionising how businesses communicate with their audiences. With eye-catching displays and dynamic content, digital signage captures attention like never before. But to understand its impact, we delve into what digital signage is and why it is a game-changer. 

What is digital signage?

When people use the term digital signage, they usually refer to it as a medium, a tool, or a business industry. To fully understand this technology and its potential, it is necessary to grasp what each aspect means.

First of all, it is an excellent medium for conveying visual information, which is extremely important today, as 90% of the information transmitted to the brain is visual. Companies and organisations that adopt this tool experience enhanced revenue, better communication and ultimately, increased satisfaction among both customers and employees.

Moving on, digital signs are also a booming business. According to GVR, this market is projected to grow by around 8% by 2030. This leads me to the most important thing to keep in mind when making any new investment: Will my investment still be relevant in 5 years? Well, in this case, the answer is a loud YES! 

Since its early development, the industry has only been increasing in popularity as more companies learn about its potential to boost sales, attract customers, captivate audiences and showcase all sorts of content.

Why do digital signs matter?

Digital signage matters because it has the potential to significantly impact how businesses engage with their customers and prospects. Here are a few key reasons why.

Attention-grabbing

Research shows that 63% of people are drawn to digital signage, making it an effective way to capture the attention of a diverse audience.

Flexibility

Digital signage offers flexibility in content delivery. You can easily change and customise messages, promotions and visuals to suit different occasions or target specific demographics.

Enhanced engagement

Digital displays can create more engaging and memorable experiences for viewers through motion, interactivity and multimedia content.

Measurable impact

It also allows for the measurement of key performance indicators (KPIs) to assess its effectiveness in reaching and influencing the audience.

If you are a beginner looking to excel in this industry, this comprehensive digital signage guide will help you get started.

Technical Foundations of Digital Signage

Embarking on your journey with digital signs might seem a tad daunting at first, especially with all the technical aspects to keep in mind. But fear not! Understanding these technical foundations will empower you to make informed decisions, ensuring your venture into this innovative world is both successful and straightforward.

Cloud or On-Premise?

An important choice you have to make is whether you want complete control over your signage system by purchasing a licensed version of your preferred software or prefer the convenience of managing everything online using a cloud subscription.

On-Premise Digital Signage

On-premise digital signage means everything is set up and runs on your company’s servers. You are in charge of all the tech stuff and keeping it up-to-date. It is usually safer and more reliable because you control everything, including who can access it. However, the initial investment for the equipment and software is higher. Additionally, it may be challenging if you lack a dedicated tech team with the required expertise to manage them effectively.

Cloud-Based Digital Signage

Cloud-based digital signage works over the Internet, with another company storing and managing everything online. You do not have to worry about updates or maintenance — that is all taken care of for you. It is easier to get started and change things as you need, and you can even opt to pay monthly installments to make your budget easier. However, your information is kept on someone else's servers, and you might not have as much control or ability to customise things exactly how you want. 

Luckily, MagicInfo Services can create private cloud environments for companies that want to use this option but do not want to worry about cybersecurity. Private cloud environments are dedicated spaces that can be customised for your specific needs.  

How to design for effectiveness

To ensure that your digital signage strategy achieves the desired results, it is essential to focus on designing visually appealing and effective content. Here are some tips to help you design captivating displays:

Content creation tips

When creating content for digital signage, keep the following aspects in mind.

Know your audience

Understand your target audience's demographics, interests and preferences to create content that resonates with them.

Simplicity is key

Keep your content concise and easy to understand. Use clear and bold visuals to convey your message effectively.

Use high-quality images

Invest in high-resolution images to ensure your content looks professional and engaging.

Incorporate motion

Add movement to your content with subtle animations or dynamic elements to grab attention.

Tell a story

Craft a narrative that connects with your audience emotionally, leaving a lasting impression.

Contextual relevance

Ensure your content is relevant to the location and context of the display for maximum impact. For example:

• In universities, digital signage in busy hallways can be used to catch students' and faculty's attention with updates on campus events or educational resources.
• In retail, a good idea is strategically placing digital displays in windows or entrances to attract customers with attractive promotions and latest offerings.
  

Best practices for design

Follow these best practices to enhance the design of your digital signage.

Colour scheme

Choose a colour scheme that aligns with your brand identity and evokes the desired emotions in your audience. Consider the 60-30-10 rule for a balanced and  appealing design:

• 60% Dominant Colour
  This should be the primary colour in your design, covering the majority of your space and setting the overall tone.
• 30% Secondary Colour
  This colour should contrast with the dominant colour to create visual interest and make your design stand out.
• 10% Accent Colour
  Use an accent colour to highlight key information or calls to action. It should complement either the dominant or secondary colour and be used sparingly to draw attention to important elements.

Font size selection

Opt for legible fonts that are easy to read from a distance, considering that viewers will mostly be taking in your signage from at least 1-3 metres (5-10 feet) away. Avoid using too many different fonts, as it can make your content look cluttered.

Contrast and visibility

Ensure there is enough contrast between the background and text to ensure legibility, even in bright environments.

Hierarchy and Layout

Use a clear hierarchy in your design to guide viewers' attention. Organise your content in a visually pleasing layout that is easy to navigate.

Accesibility

Consider accessibility features, like screen readers or subtitles, to make your content inclusive for all audiences.

Try Content Studio from MagicInfo Services

No time to manage your own content? MagicInfo Services now offers content creation services as well. You can opt for the MagicINFO Premium Plus Content Scheduling and let our experts assign content items to your specific players and screens. 

If you would like help creating content from scratch, you should check out the MagicINFO Content Studio Starting Package.  Enhance your digital signage with our package for MagicINFO Premium users, featuring three custom templates designed to match your brand's identity. These templates are ready for immediate use and ensure consistent, on-brand content across your network. 

Implementation strategy

Once you have designed compelling content, it's time to implement your digital signage strategy. Consider the following factors for successful implementation:

Placement and location

Choosing the right location for your digital signage is crucial. When deciding where to place your displays, consider the factors explained below.

Environmental conditions

Consider the environment (indoor or outdoor) and choose hardware that withstands specific conditions like sunlight or moisture.

Engagement opportunities

Place displays where people are more likely to stop and interact with the content, such as waiting areas or entrances.

Height and angle

Position your displays at eye-level or adjust the angle for optimal visibility and engagement.

Audience visibility

Identify high-traffic areas where your target audience is likely to see your digital signage.

Viewing pattern

One more thing to factor in is the Viewing Pattern. Digital signage tends to be received from one of three viewing patterns: 

• Point of transit,
• Point of wait,
• Point of Sale.

Learning the viewing pattern for your display and designing content that complements it can improve the overall success of your message.

An example of a Point of Transit is the following: Your display is located in a high-traffic space where people are walking from point A to point B, so the signage will likely be seen at a glance.

People in this scenario are usually walking between destinations, and their interaction with your digital signage will be short. Short, concise messages shown in rotation are the most well-received in this situation.

Tools and software

Consider using digital signage software like MagicINFO to simplify the content creation process. MagicINFO offers a user-friendly interface and robust features for designing and managing digital signage content. 

With MagicINFO, you can eliminate the need for external players, reduce installation fees and minimise your environmental footprint. The software also provides custom API entries, allowing you to optimise workflows and seamlessly integrate with other software systems.

More information on the best practices for setting up MagicINFO can be found here.

Hardware considerations

You will need the right hardware components to bring your digital signage to life. Consider the following:

Screens

Select high-quality screens that suit your space and display requirements. Consider factors like size, resolution and durability.

Media player

Choose reliable media players that can handle the content you want to display. Ensure compatibility with your chosen software.

Mounting and installation

Properly mount and install your screens to ensure stability and provide easy maintenance access.

Connectivity

Ensure reliable and fast internet connectivity for seamless content updates and streaming.

Maintenance and updates

Regular maintenance and updates are essential to keeping your digital signage running smoothly. Here are a few aspects to keep in mind to ensure your installation gets the best results. 

Content refresh

Keep your content fresh and engaging by regularly updating it with new promotions, messages or visuals.

Software updates

Stay up to date with the latest software updates to ensure optimal performance and security.

Remote management

Utilise remote management tools to easily monitor and control your digital signage network from a central location.

Technical support

Have a plan for technical support and troubleshooting to address any issues promptly.

How to measure success 

To measure your digital campaign's success and effectiveness, you need to monitor key performance indicators (KPIs) and analyse data to evaluate and refine your strategy. 

Key performance indicators

Identify and track relevant KPIs to assess the success of your digital signage strategy. Some common KPIs include:

Impressions

Measure the number of times your content is displayed on screens.

Dwell time

Track how long viewers engage with your content to assess its effectiveness.

Conversion rate

Measure the percentage of viewers who take a desired action after interacting with your digital signage.

Audience feedback

Collect and analyse feedback from your audience to gauge their response to your content.

Analytics and reporting

Utilise analytics and reporting tools provided by your digital signage software to gain insights into your audience's behaviour and preferences. Analyse data to refine your content and strategy for better results.

Case study: HYGH success story

To understand the real-world impact of digital signage, we suggest you explore a success story.

HYGH, a leading digital signage company, leveraged the power of MagicINFO to streamline their operations and deliver exceptional results. By using MagicINFO's remote management tool, HYGH achieved scalability and reduced installation fees. They also took advantage of custom API entries to optimise their workflows and connect their systems seamlessly. 

With MagicINFO, HYGH simplified content publishing, automated playlist scheduling, and gained full control over their digital signage network. This case study highlights the importance of choosing the right software solution and utilising its features to their full potential.

Future trends and innovations 

Digital signage technology continues to evolve, opening up new possibilities for businesses. Keep an eye on the following future trends:

Artificial intelligence

AI-powered signage can analyse customer behaviour and deliver personalised content in real-time.

Interactive experiences

Touchscreen displays and gesture recognition technology enable interactive experiences, enhancing audience engagement.

Augmented reality 

AR integration with digital signage offers immersive experiences and enhances the impact of visual content.

Increasing focus on sustainable practices

Emerging trends also include eco-friendly signage solutions with lower energy consumption.

As technology advances, digital signage will play an even more significant role in shaping the future of communication.

Conclusion

Mastering the art of digital signage is a journey that requires thoughtful content creation, strategic implementation and continuous evaluation. By following the tips and best practices outlined in this guide, beginners can unlock the full potential of digital signage and create impactful experiences for their audiences. 

Remember to choose the right software, design compelling content, strategically place your displays, and measure success through data analytics. Embrace the power of digital signage and take your business to new heights.

Start your digital signage journey today and unlock endless possibilities for engaging your audience.

If you are looking to learn more, check out these articles:

• Digital signage training and support
• Debunking 5 Common Myths about Digital Signage and MagicINFO
• Setting SMART Goals for a Successful Digital Signage Project
• What makes a successful digital signage project?