LED screens and digital signage have the unmatched capability to display content that is clear, vibrant and visible in all weather conditions. However, to take full advantage of the technology, it’s important that the content is just as eye-catching as the quality of the display. Here are some of the key principles of good digital signage design.
Consider the screen resolution and pixel pitch
Before diving into more creative issues, it’s important to consider the resolution of the screen. Digital LED screens are made up of millions of minute pixels, and the closer the pixels are together, the higher the resolution. This means that the content display will be very clear and crisp, and colours will be deep and vibrant.
Lower resolution screens have pixels that are further apart (referred to as high pixel pitch). The images will be less clear, particularly on larger screens. However, if the screen is intended to be viewed from a long distance, then it may not always be necessary to have a high resolution screen because much of the detail will be lost in any case.
If the content is intended to be viewed from a short distance or there is a lot of text, then the screen will require a lower pixel pitch with sharper images. This will make the typeface clear and easy to read, and ensure that the content looks professionally presented and engaging.
Be aware of image file size
The image or video file size will also make a difference to the quality of the display. Files that are too small will lead to fuzzy images with less intense colours. However, files that are too large will be slow to load and take up a lot of storage space. As a general rule, files that are between 2 to 3MB work best.
Prioritise readability
If the content contains text, it will need to be set out carefully to engage viewers. Most of the time, viewers will be walking past the screen from a few feet away or more, and they aren’t going to pay any attention to small cluttered typefaces.
The general ‘three by five’ rule for setting out text on static signs also applies to screens: Keep headlines and subtext to three lines of five words each, or five lines of three words each whenever possible, and do not go over seven words per line.
This not only means the screen will be uncluttered and legible, but it also prompts concise phrasing that is to the point. This helps you get your message across to the viewer with immediacy and no unnecessary detail. If there is further information you want to convey, include a web address or QR code where the viewer can go to find out more detail.
Font size and style
As well as the layout of the text, it’s important to consider the font size and style. It may be tempting to go for an unusual quirky font to try to stand out, but this will be more difficult to read and is more likely to be ignored by viewers. It’s generally best to use bold sans serif fonts with a clear space around each letter for legibility.
The font should be large enough to be easily read at a distance; at least 20 pt but this will vary depending on the location and context of your screen. Aim to have a high contrast between the text and background to enhance readability; generally this will mean dark text on a light background or vice versa.
Consider focal points and quiet zones
The layout of the screen should draw the eye to the most important information. As a rule, the eye travels from the top left side of the screen across and then downwards, so aim to have the key messages in the top third of the left side of the screen. Use larger text or bolder colours to draw the eye.
A simple grid or column layout will be quick and easy for viewers to comprehend. However, do not be afraid to leave some quieter areas for contrast, as a screen that is too cluttered will be visually overwhelming and difficult to understand.
Leave a clear margin around the edge of the screen so that none of the images or text is in danger of being cut off at the edges when displayed.
Colour schemes
LED screens are capable of displaying beautiful rich vibrant colours, so it would be a shame not to take advantage of this when designing content. However, you should consider the environment and location of the screen: if it is an outdoor screen, then bright high-contrast colours will enhance the visibility. Indoor settings can handle more muted colours.
Avoid the temptation to go overboard with colours: too many colours can create a mish mash that is not easy on the eye. As a rule, stick to two main colours and one or two accent colours to create a pleasing balanced image. Use the boldest, brightest colours in the areas where you particularly want to draw attention, such as key messages and calls to action.
Always preview the content on the screen before displaying it to your audience, because nothing beats seeing the design in its intended context. Flaws or areas for improvement might jump out at you that weren’t obvious before. Double and triple check all the written content for typos, clarity and flow.
Scheduling content
One of the great advantages of digital screens over static signage is that the content can be displayed dynamically and updated or roasted regularly. Avoid stale content, and time the displays to be reactive to the season, local or national events, or time of day.
Consider how long the viewer will spend looking at the screen: a passerby will glance for less than a minute, but a customer in a fast food restaurant will look at the content for up to two minutes. Schedule the rotation so it stays fresh, but still gives the audience enough time to take in the content.