Best Practices for Creating Content for Digital Signage Screens

In today's fast-moving digital world, capturing and retaining attention is more challenging than ever. Whether you’re using screens in retail, hospitality, or corporate environments, creating eye-catching, meaningful content for Digital Signage is key to engaging your audience and achieving your communication goals. 

From layout and resolution to dwell time and emotional impact, here are the best ways, hints, and tips to ensure your digital signage content is impactful, professional, and memorable. 

Keep It Simple, Strategic, and Stunning 

Creating effective content for digital signage doesn’t require a graphic design degree –it just takes a bit of planning and the right tools. 

Start by defining the purpose of your digital signage.  Common goals include; 

- Attract & enhance your brand experience 

- Inform and educate your audience 

- Influence human behaviours 

- Advertising and promotions 

Identify your Audience 

- Age, interests, and behaviours 

- Location and context 

- Viewing distance and dwell time 

Select the strategic location for your displays, based on 

- High foot traffic 

- Visibility and lighting conditions 

Develop a Content Plan 

- Types of content (videos, images, live feeds, text) 

- Branding and design guidelines 

- Content rotation and scheduling 

- Frequency of updates 

What action you want viewers to take? 

Six-word stories can be a powerful marketing tool for conveying a brand's core message or a product's benefits in a concise and memorable way. 

Snackable Content - short, easy-to-digest content formats designed for quick consumption and sharing, often on social media, as such, work as ideal marketing messages on your digital signage screens. 

Best ways to engage, capture and influence your audience 

1. Stay On-Brand with Colours and Layouts 

Use brand colours strategically while ensuring there’s enough contrast for readability. 

Keep layouts clean and structured to guide the eye and highlight key messages. 

Tip: Consistency builds brand trust and makes content instantly recognizable. 

2. Match Content to Viewing Time: The Dwell Time Rule 

Not all screens are viewed equally. Design your content to match how long your audience is likely to be watching. 

Tip: For longer dwell times, loop multiple playlists to keep content fresh. 

Viewing Time	Ideal Locations	Content Duration
Short (0–30 sec)	Shop windows, corridors	Eye-catching, headline-led
Medium (30 sec–2 min)	Reception desks, coffee stations	Highlight key messages
Long (2–30 min)	Waiting areas, staff rooms, lobbies	Rotating playlists, deeper content

3. Design for Your Display: Resolution and Aspect Ratio 

Most commercial digital signage screens use a 16:9 (landscape) or 9:16 (portrait) aspect ratio. Designing in the wrong ratio can result in stretched, cropped, or distorted content.   Avoid using A4 PDFs or posters; create purpose-built digital assets. 

Tip: Optimal resolution: 1920x1080 pixels (Full HD) is standard for most screens.  Design with the final screen in mind. Don’t retrofit print designs. 

4. Visuals That Pop: Use Quality Images and video 

Use high-resolution images and videos that are crisp and properly sized. 

Platforms like Canva, PowerPoint, or Google Slides offer easy ways to create content. 

Tip: Clean visuals and consistent branding create a professional impression. 

5. Prioritize Readability: Fonts and Text Size Matter 

Readable text is essential, especially at a distance. Stick to sans-serif fonts where possible, such as Arial or Helvetica, and keep it simple with 1–2 font styles max. 

Use high-contrast colours to enhance visibility. A 20–30pt font works from 7ft away; 100pt can be read from 26ft. Avoid clutter by keeping messaging short and concise. 

Tip: Test content on the actual screen, adjust and trial a range of messages and content. 

6.Video Motion Wins: Use Video and Animation 

Digital video content is 400% more noticeable than static visuals. The dynamic mix of moving images, text, and sound creates a multi-sensory experience that naturally draws the eye. 

• Emotional Engagement:  helps you tell stories and evoke emotions, key to making your message memorable. 

• Retention: Studies show video content improves information retention, especially for complex topics or announcements. 

Tip: Use video for promotions, announcements, or storytelling. Keep it short, catchy and relevant.  

7. Extend the Experience with QR Codes 

Want to share more info than the screen allows? Add QR codes to your slides so viewers can explore, offers and promotions, articles, forms, or videos on their phones. 

Tip: A great way to keep screens clean while offering more depth. Read more on using QR codes 

With well-designed content tailored to your space and audience, your digital signage becomes more than just a screen – it becomes a powerful communication tool.