Digital Signage Content Best Practices: Creating Messages That People Actually Notice

Even the most expensive screens in the world can’t compensate for poorly designed content. After almost two decades helping customers maximize screen performance, these are the content strategies that consistently deliver results. 

1. Know Your Dwell Time 

How long will people look at your screen? 

• 3–5 seconds (hallways, lobbies): Use bold, simple messages 

• 10–30 seconds (waiting areas): Mix slow-motion video and informational content 

• 60+ seconds (seating areas): Longer storytelling pieces work 

Match your message length to the time someone actually spends near the display. 

2. Keep Text Minimal 

Aim for 7–10 words per frame. 
Your audience should understand the message instantly. If they need to read a paragraph, they’ll walk away. 

3. Use Strong Contrast 

The human eye picks up contrast more than color. 
Use: 

• Light text on dark backgrounds 

• Dark text on light backgrounds 

• High-contrast photography 

This ensures readability from a distance. 

4. Motion Attracts Attention—Use It Smartly 

Movement grabs the eye but can turn chaotic if it’s overdone. Keep animation purposeful and subtle. A little motion goes a long way. 

5. Keep Branding Consistent 

Use Brand guidelines and brand consistencies to maintain: 

• Colors 

• Typography 

• Logo placement 

• Tone of messaging 

Your screens are a brand asset. Treat them like one. 

6. Test, Measure, Adjust 

Great content is iterative. Continue to update, improve, and adjust.  
Use analytics or customer feedback to determine: 

• Which messages drive conversions 

• How long people watch 

• Which layouts outperform others 

Optimized content = better results.