Digital Signage Best Practices

Regularly updated content keeps your screens engaging and relevant.

As a general guide:

• Retail promotions – Weekly or as offers change
• Restaurant menus – Daily or throughout the day
• Corporate communications – Weekly
• Health and safety notices – As required
• Reception displays – Monthly or when information changes

Outdated content is one of the quickest ways to reduce the impact of digital signage.

Your audience needs enough time to comfortably absorb the message.

We generally recommend:

• Images: 8–12 seconds
• Promotional messages: 10–15 seconds
• Company announcements: 10–15 seconds
• Videos: Play in full
• Digital menus: Display continuously where possible

Avoid changing content too quickly, as viewers may not have enough time to read it.

The best playlist length depends on where the screen is located.

As a guide:

• Shop windows – 2 to 4 minutes
• Retail stores – 3 to 6 minutes
• Reception areas – 3 to 5 minutes
• Waiting rooms – 5 to 10 minutes
• Staff communication screens – 3 to 5 minutes

Shorter playlists tend to perform better because key messages are repeated more frequently.

Less is almost always more.

People rarely stop to read long paragraphs on digital signage.

Instead:

• Use short headlines.
• Keep messages concise.
• Focus on one key message at a time.
• Support text with strong imagery.
• Include a clear call to action where appropriate.

If someone can't understand your message within a few seconds, it's probably too complicated.

Both have their place.

Images are excellent for:

• Promotions
• Price lists
• Menus
• Event advertising
• Company announcements

Videos are ideal for:

• Product demonstrations
• Brand awareness
• Customer engagement
• Storytelling
• Lifestyle content

A combination of both usually produces the most engaging results.

Avoid trying to communicate everything at once.

It's generally better to display a small number of clear, memorable messages than lots of competing information.

Ask yourself:

"What is the one thing I want my audience to remember?"

Build your content around that answer.

Successful content is usually:

• Clear
• Simple
• Relevant
• Visually engaging
• Easy to read
• Consistent with your brand
• Regularly updated

The goal isn't simply to fill the screen—it's to communicate effectively.

The best locations are areas with high visibility and natural dwell time.

Popular locations include:

• Shop entrances
• Shop windows
• Behind service counters
• Waiting areas
• Reception areas
• Lift lobbies
• Queueing areas
• Staff rooms
• Manufacturing floors
• Meeting spaces

Choosing the right location is often just as important as choosing the right screen.

Screen size depends on viewing distance.

As a general guide:

• 32–43 inches – Close viewing
• 49–55 inches – General retail and reception
• 65–75 inches – Large entrances and feature displays
• 86 inches and above – Large public spaces

If you're unsure, we'd be happy to recommend the most suitable option for your environment.

Small improvements often make a significant difference.

Try to:

• Use high-quality photography.
• Keep branding consistent.
• Avoid clutter.
• Maintain good colour contrast.
• Include movement where appropriate.
• Refresh campaigns regularly.
• Schedule content for different times of day.

Fresh, well-designed content keeps audiences interested.

Not necessarily.

Whilst brand consistency is important, content should also be relevant to its audience.

For example:

• Reception screens should welcome visitors.
• Retail screens should promote products.
• Staff screens should display internal communications.
• Manufacturing displays should show operational information.

Tailoring content to the environment generally produces better results.

Digital signage success isn't measured by simply turning screens on.

Consider monitoring:

• Customer engagement
• Sales performance
• Promotion effectiveness
• Proof of Playback
• Screen uptime
• Content refresh frequency

Regular reporting helps you understand what's working and where improvements can be made.

The most common mistake is treating digital signage like a printed poster.

Digital signage should be dynamic.

Take advantage of scheduling, playlists, video, live information and regular updates to keep your content fresh and engaging.

A screen that never changes quickly becomes part of the background.

Yes.

Even the best software can't replace a good content strategy.

Before creating content, consider:

• Who is the audience?
• What action do you want them to take?
• How long will they view the screen?
• What information is most important?
• How often will the content change?

Answering these questions will help you create more effective digital signage campaigns.

Start simple.

Focus on creating clear, professional content before introducing more advanced features.

As your confidence grows, you can begin using scheduling, multi-zone layouts, live dashboards, weather widgets and more sophisticated campaigns.

Digital signage isn't about displaying more content—it's about displaying the right content.

Technology is only one part of a successful digital signage solution.

The greatest results come from combining reliable software, suitable hardware, engaging content and a clear communication strategy.

That's exactly what we've spent more than 15 years helping businesses achieve.

Whether you're installing your first display or managing a nationwide network, we're here to help you get the very best from your digital signage investment.