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6 digital signage content mistakes you don’t know you’re making

June 11, 2017

You just installed an amazing digital signage solution for your customer. The LCDs are bright and the colors are vibrant and eye-catching. The displays are driven by the latest, most intelligent content management system available. Everyone is happy as the job is completed.

Unfortunately, regardless of how powerful the implemented hardware and software, pushing out poor content can spoil the entire project and have a negative impact on the performance of the solution.

Fortunately, good content isn’t that difficult to produce. Whether you’re tasked with creating the content for your customers, or they do it themselves, the following mistakes should be avoided to ensure the digital signage solution meets everyone’s expectations.

  1. Boring content—The purpose of digital signage is to get people to see a message. You can have the best displays, but if the content doesn’t grab the attention of the target audience, what’s the point? Consider using high-impact images, animations, and humor to grab and hold attention.
  2. Static information—While it’s sometimes okay to continually run the same slides, consider how often some audiences may see the message. If the signage never or seldom changes, the target audience may stop looking.
  3. Too much information—In most cases, digital signage is meant to display concise messaging. If the target audience can’t read the message while on the move—within a 3-second window of time—it’s probably time to cut text and shorten the message.
  4. Poor aesthetics—Not all colors work well together. Some fonts don’t convey a professional image. Some fonts are easier to read than others. Make sure images are high enough resolution for the display. Follow design best practices regarding color usage, font choices, and use of professional graphics and images.
  5. Poor design structure—Create or use a template to ensure that headings, subheadings and text maintain the same style across slides. Consistency will help convey a professional image and make it easier to digest information being displayed.
  6. Unclear call to action—If the goal is to get the audience to do something—e.g., buy an item, scan a QR code on the phone, register online—make sure the message is unambiguous and doesn’t get lost among other information being presented.

Creating compelling content is an art, but it’s a job anyone can do with proper training. By sticking to some core principles and avoiding the above common mistakes, you’ll be well on your way to becoming a pro. To further your education on the topic, contact Ingram Micro’s pro AV expert, Tom Jones.