Why “Less Is More” Is the Golden Rule of Digital Sign Content

Four lines of text and 20 words is not going to do anything for your message

It’s a simple truth in digital signage: you don’t get much time. In most cases, you have fewer than 10 seconds to get your message across. That’s not a lot of time to grab attention, deliver information, and make it stick.

But here’s the good news—you don’t need a lot of time. You just need the right message, delivered in the right way.

Quick Hits Beat Long Reads—Every Time

Think about your own driving habits. Would you slow down to read a paragraph on a roadside screen? Probably not. Neither will your customers.

Drivers are traveling anywhere from 20 to 70 mph. Your content needs to land instantly. That means short, clear phrasing. It means strong visuals. It means letting go of fluff, filler, and formatting that slows the eye.

This is why at Project Content, we preach the “less is more” mindset. And we back it up with tools, templates, and strategies designed to help you make the most of every second.

Look to the Big Brands for Proof

Want a crash course in effective outdoor advertising? Look at brands like:

• Coca-Cola

• Nike

• QuikTrip

• McDonald’s

Their billboards and outdoor digital signage are clean, bold, and fast.
They don’t waste space. They don’t rely on fine print. And they certainly don’t assume people have time to read a full sentence.

Instead, they master the art of saying less and meaning more.
Eight words or fewer.
Powerful visuals.
High-contrast colors.
Brand-first design.

If billion-dollar brands with massive ad budgets rely on these rules, there’s no reason not to borrow their strategy.

One Impression. One Shot. Make It Count.

Every time your content appears, you’re making a single impression. And in the real world, you don’t get a do-over. If your sign is cluttered, confusing, or too slow to get to the point, that moment is gone.

So how do you make it count?

• Start with your core message.

• Cut it down to its simplest, boldest form.

• Use clean, professional design.

• Keep animation short and purposeful.

• Test your sign from the road—literally.

At Project Content, we provide ready-to-use templates designed around these principles. And for businesses that want their content to hit harder, we offer custom content services that follow proven rules for visibility and speed.