We’ve all heard the adage in life, “Less is More”. When you think about it, it’s so true. As humans in the 21st century, technology, communication and overall pace-of-life have reduced our attention spans, how we process information, and the level of detail and thought we put into things. Even as I write this, I’m worried about the length before my audience trails off.
With attention spans waning and competition for our attention expanding, when it comes to a marketing message, or even more specifically, a digital marketing message, what resonates? What captures my audience’s attention? What leaves that lasting impression for someone to remember me, my business or a point I’m trying to convey?
When it comes to making a lasting impression through digital signage, how content looks on your sign and how it affects your target audience, we go back to our old friend “Less is More”. Digital signs and the content on them present endless opportunities to capture your audience through creativity of the written word, a great picture, or both. The thousands that pass by your sign each day only see it for a few seconds. That’s a small amount of time to make a lasting impression or convey information. As most of us are visual processors, your audience won’t have time to read a sentence or two, so again, apply the Less is More approach.
A piece of digital content for your sign should be in the range of 1-3 slides tops. The written word is a must with most advertising, so keep it short…..4-5 words per slide and make the visual element of your content (the graphic) something stunning that grabs attention. Your content should drive home at most, one or two key points. Maybe it’s the details of a sale going on, an incentive to stop in and try a new product or service, or even a funny joke. These days Marketing is so much about finding a unique and memorable approach to make a lasting impression in our customers’ heads.
Reverting to my original strategy of Less is More, don’t try to over-inform. One or two points successfully conveyed to an audience is often enough to tip the scales in your favor and grab attention.
Finally, consistency is key to reaching your audience through digital signage. While variety can be the spice of life, too much of a good thing can be just as detrimental. With most of a business’s target audience living within a few miles of your business, most will see your sign at least twice a day. Consistency is key. Create your content and then let it ride! Keep content on your sign for a least a week or two before changing it.
If you’re struggling to find the right approach for your digital sign and its content, I’d encourage you to check out Project Content’s website. Through our library of imagery, you’ll see some patterns around styling and best practices. We’re confident you’ll catch on. If you’re not up for the challenge and are looking for resources to help with the heavy lifting, give us a shout. You’ll find our contact information on the website.
The Project Content team