What are common mistakes in digital signage design?
Design and Readability Mistakes
One of the biggest mistakes is treating digital signage like a printed poster or a website. Screens are viewed from a distance and often in motion, so text needs to be large and concise. A good rule is to use at least 1 inch of text height for every 10 feet of viewing distance.
Poor color contrast makes content hard to read. Light text on a dark background or dark text on a light background works best. Avoid using red text on a green background or other combinations that are difficult for colorblind viewers.
Cluttered layouts with too many images, animations, and text overwhelm viewers. Each screen should have one main message or a clear hierarchy. Use whitespace to separate elements and guide the eye.
- Using fonts smaller than 30 points for headlines
- Placing important content at the bottom of the screen where it may be blocked
- Using low-contrast color combinations
- Cramming too much information into one slide
- Ignoring safe zones for screens with bezels or mounting hardware
Content and Strategy Mistakes
Another common error is not tailoring content to the audience and location. A screen in a restaurant window should attract passersby with quick, enticing visuals, while a screen in a waiting room can provide more detailed information.
Failing to update content regularly leads to 'signage blindness'—viewers stop noticing the screen. Set a schedule and stick to it. Also, avoid using digital signage solely for internal communications in customer-facing areas; mix in content that benefits the viewer.
Not measuring effectiveness is a missed opportunity. Use analytics, foot traffic counts, or simple surveys to see if your signage is achieving its goals. Without measurement, you can't improve.
Common mistakes
- Assuming more content is better; actually, less is more for digital signage.
- Using the same content for all locations without considering local audiences.
- Neglecting to test content on the actual screen before deploying it.