A screen is only as effective as what it shows. These guidelines help you design digital signage content that people actually notice, read and act on.
Design for everyone
- Use high contrast between text and background, and avoid neon colours on dark backgrounds.
- Use large, clean sans-serif fonts, and test them from the farthest point people will view the screen.
- On touchscreens, place controls within comfortable reach for all users, including wheelchair users.
- Show accessible routes, such as lifts and ramps, in wayfinding content.
Match the content to where the screen is
- Corridors and entrances: people glance for a second or two as they pass. Show one short message per screen.
- Lobbies and waiting areas: people have time to look. Use richer content such as news, wayfinding and interactive menus.
- Shops and service counters: show product information, offers and strong brand visuals that support the decision in front of the viewer.
Keep it short
- Few words, short phrases and active verbs. Edit, then edit again.
- One message per screen. Fewer content zones are usually more effective than many.
Get the visuals right
- Choose simple, relevant images that support the message rather than compete with it.
- Produce media at the screen’s native resolution and in standard aspect ratios (16:9, or 9:16 for portrait screens) so it can be reused across your network.
End with a clear call to action
- Use a strong verb, give the essential details (date, place, phone number, short link or QR code) and highlight it in a contrasting colour.
Keep it fresh
- Match loop timing to the space: longer in waiting rooms, shorter in busy corridors.
- Refresh content and layouts regularly, or viewers will stop looking.
- Test every screen on the real display before publishing, and measure which content holds attention.
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Updated 11 November 2026.