Digital signage has become a powerful way for organisations to communicate, inform, and engage. From retail promotions and corporate messaging to wayfinding and live information, screens are everywhere. But while the technology behind digital signage is important, it’s the content that ultimately determines whether it succeeds or fails.
This guide walks through everything you need to know about creating digital signage content that captures attention, delivers clear messages, and drives results.
Why Digital Signage Content Matters
Even the most advanced digital signage hardware will fall short if the content isn’t right. Digital signage viewers typically only glance at screens for a few seconds, which means messages need to be clear, visually appealing, and instantly understandable.
Well‑designed content helps cut through distractions, reinforces brand identity, and ensures information is communicated effectively in busy environments.
What Is Digital Signage Content?
Digital signage content refers to any visual material displayed on digital screens. This can include images, videos, animations, text, live data, or a combination of formats.
Unlike website or social media content, digital signage is designed for passive viewing. People rarely interact directly with it, so content must communicate quickly without requiring clicks or scrolling.
Understanding Your Audience and Environment
Before designing any content, it’s essential to understand who will be viewing it and where. Content displayed in a retail store, for example, should look very different from content in a corporate office or hospital.
Factors such as viewing distance, lighting conditions, and how long people are likely to look at the screen all influence how content should be designed. A message intended for someone walking past a screen needs to be simpler and bolder than one designed for a waiting area.
Defining Clear Goals for Your Digital Signage
Effective digital signage content starts with a clear objective. Without a defined goal, screens can quickly become cluttered or unfocused.
Typical goals include informing, promoting, directing, or reinforcing brand messaging. Once the goal is clear, content decisions become much easier, from wording and visuals to scheduling and placement.
Core Principles of Effective Digital Signage Content
Successful digital signage content follows a few core principles. Messages should be simple, visually balanced, and easy to read at a glance. Strong contrast, clear hierarchy, and consistent branding all play an important role.
Most importantly, digital signage content should respect short attention spans. If a message can’t be understood within a few seconds, it’s probably too complex.
Choosing the Right Content Formats
Different messages work better in different formats. Static images are effective for simple announcements, while video and animation can help draw attention in high‑traffic areas.
When choosing formats, it’s important to consider:
How long viewers will look at the screen
Whether motion will enhance or distract from the message
How often content will be updated
A balanced mix of formats often delivers the best results.
Writing for Digital Signage
Writing for digital signage is very different from writing for print or web. Text should be minimal, direct, and easy to read from a distance.
Short headlines, simple language, and clear calls to action work best. The goal is not to explain everything, but to communicate just enough to prompt understanding or action.
Designing for Digital Screens
Design choices can make or break digital signage content. Screens come in many sizes and orientations, and content must be designed specifically for how and where it will be displayed.
Font size, colour contrast, and spacing all need to be carefully considered. Content should also be accessible, with colours and text that are readable for all viewers, including those with visual impairments.
Creating Content for Different Use Cases
Digital signage content should be tailored to its purpose. Retail content often focuses on promotions and visual impact, while corporate signage may prioritise internal communications or performance dashboards.
In public spaces, clarity and legibility are essential, especially for wayfinding or safety messages. Understanding the use case ensures content is both relevant and effective.
Content Scheduling and Playlists
When content is shown is just as important as what is shown. Scheduling allows messages to be targeted to specific times of day, events, or audiences.
Rotating content in playlists helps maintain interest while ensuring key messages are seen regularly. Careful scheduling prevents screens from becoming repetitive or ignored.
Keeping Content Fresh and Relevant
Outdated content can undermine the credibility of digital signage. Regular updates help maintain interest and ensure messages remain accurate.
A content plan that includes seasonal updates, campaigns, and scheduled refreshes makes it easier to keep screens relevant without constant redesign.
Using Data and Interactivity
Modern digital signage can display live data such as news, weather, transport updates, or performance metrics. This type of content is highly engaging because it’s timely and relevant.
In some environments, interactive or touch‑enabled signage can further enhance engagement, although it should always serve a clear purpose rather than being used simply for novelty.
Tools and Software for Creating Digital Signage Content
Creating and managing digital signage content is much easier with the right tools. Design software, templates, and content management systems allow teams to create, schedule, and update content efficiently.
A good CMS also supports collaboration, approvals, and remote management, which is especially important for multi‑site organisations.
Common Mistakes to Avoid
Many digital signage challenges stem from a few common mistakes. Overloading screens with too much information, using small text, or ignoring screen placement can all reduce effectiveness.
Keeping content simple, purposeful, and well‑designed helps avoid these pitfalls.
Measuring Performance and Improving Content
Digital signage content should evolve over time. Monitoring engagement, testing different content approaches, and adjusting based on results all help improve performance.
Even small changes to layout, wording, or scheduling can significantly increase impact.
Digital Signage Made Possible with The DMS Group
At DMS, our knowledgeable account management team supports businesses in enhancing both workplace environments and customer experiences through tailored digital signage solutions. Working alongside our specialist designers, we develop solutions that align with your space, objectives, and budget, giving you greater control and flexibility.
We’re also proud to offer highly competitive pricing, with cost‑effective services designed to reduce overheads while helping your organisation operate more efficiently and profitably. For businesses seeking a more integrated approach, DMS One delivers a complete IT solution, from managed print services to network infrastructure, all under one streamlined and affordable model.
Creating Content That Delivers Results
Digital signage is a powerful communication tool, but only when the content is well thought out and carefully executed. By focusing on clarity, relevance, and audience needs, organisations can create digital signage content that truly delivers.
With the right strategy and ongoing optimisation, digital signage becomes more than just a screen, it becomes an effective part of everyday communication.
Frequently Asked Questions: Digital Signage Content
What is digital signage content?
Digital signage content is any visual material displayed on digital screens, including images, videos, animations, text, and live data. Its purpose is to communicate information quickly and clearly to people who are often passing by or only glancing at the screen for a short time.
How is digital signage content different from other marketing content?
Digital signage content is designed for passive viewing rather than interaction. Unlike websites or social media, viewers don’t scroll or click, so messages must be understood at a glance. This makes simplicity, strong visuals, and concise wording far more important.
How long should digital signage content be displayed for?
Most digital signage messages should be visible long enough for a viewer to read and understand them in just a few seconds. Shorter messages can rotate more frequently, while more detailed content works better in areas where people spend more time, such as waiting rooms.
What type of content works best on digital signage?
Content that is visually clear, concise, and relevant performs best. This includes strong imagery, short videos, simple animations, and brief text messages. Live or dynamic content such as updates, metrics, or feeds can also be highly engaging.
How much text should be used on digital signage?
Very little. Digital signage works best when text is kept to a minimum. Headlines and key messages should be short and readable from a distance. If too much information is required, it’s often better to direct viewers to another channel for more detail.
How often should digital signage content be updated?
Content should be refreshed regularly to avoid becoming background noise. The frequency depends on the environment, but many organisations update content weekly or monthly, with additional updates for campaigns, events, or seasonal messaging.
What are the most common mistakes in digital signage content?
Common mistakes include overcrowding screens with information, using small or hard‑to‑read fonts, poor contrast between text and background, and displaying outdated content. Ignoring screen placement and viewing distance is another frequent issue.
Does digital signage content need to be professionally designed?
While it’s possible to create simple content in‑house, professional design often improves clarity, consistency, and brand alignment. Templates and design guidelines can also help maintain quality when multiple people create content.
Can the same content be used across multiple screens?
Content can be reused, but it often needs to be adapted for different screen sizes, orientations, and environments. What works on a large reception display may not work on a smaller corridor screen without adjustment.
What resolution should digital signage content be created in?
Content should always be created to match the native resolution and orientation of the screen it will be displayed on. This ensures images and text remain sharp and avoid stretching or distortion.
How important is colour and contrast in digital signage content?
Colour and contrast are extremely important. High contrast between text and background improves readability, especially in bright environments. Colours should also align with brand guidelines while remaining accessible for all viewers.
Can digital signage display live or real‑time information?
Yes. Many digital signage systems support live data such as news, weather, social feeds, transport information, or business dashboards. Live content keeps screens relevant and encourages repeat viewing.
Is video always better than static content?
Not always. Video can attract attention, but static content is often more effective for simple messages. The choice should be based on the message, environment, and viewing time rather than assuming motion is always better.
How should content be scheduled on digital signage?
Content should be scheduled based on audience behaviour and timing. Messages can be targeted to certain times of day, days of the week, or specific events. Scheduling helps ensure content is relevant and seen by the right audience.
Can digital signage content support internal communications?
Yes. Digital signage is widely used for internal communications, including company news, announcements, performance metrics, and reminders. It’s particularly effective in shared spaces where email may be overlooked.
How can digital signage content performance be measured?
Performance can be measured using a combination of analytics, observation, and feedback. Some systems provide data on content playback and engagement, while others rely on behavioural insights and testing different content approaches.
Is digital signage content suitable for all industries?
Digital signage content can be adapted for almost any industry, including retail, corporate, education, healthcare, hospitality, and public spaces. The key is tailoring the content style and messaging to the audience and environment.
How do organisations keep digital signage content consistent across locations?
Consistency is achieved through templates, brand guidelines, and centralised content management systems. These tools allow organisations to maintain control while still enabling local updates where needed.
Can digital signage content be interactive?
In some environments, yes. Touchscreens, QR codes, and motion sensors can add interactivity. However, interactive elements should only be used when they clearly enhance the user experience and serve a defined purpose.
How can The DMS Group help with digital signage content?
The DMS Group helps organisations plan, design, and manage digital signage content that aligns with business goals. From content strategy and design to platform integration and ongoing support, they ensure digital signage delivers long‑term value.
What is the first step in creating effective digital signage content?
The first step is understanding the audience, environment, and objective for each screen. With a clear purpose in mind, content can be designed to communicate effectively and support broader business goals.
