Investing in digital signage is a smart move, but simply having a screen isn’t enough.
Many businesses find that while the technology is impressive, their displays don’t capture attention or deliver real engagement. The missing piece is often the content.
Content is what turns a digital signage display into a powerful communication tool. Done well, it can attract new customers, improve brand recall and enhance the overall experience for the target audience.
This guide shares practical digital signage content best practices that any business can start using today.
What makes digital signage content engaging?
Creating engaging digital signage content goes beyond just showing information. A scrolling list of announcements won’t cut it. What works is content that is clear, visually striking and designed with context in mind.
The most effective signage combines short messages, bold visuals and timely updates. Add interactivity, and you create a truly dynamic digital signage experience. This is what transforms OOH digital screens and in-store signage into assets that drive digital signage engagement and influence customer behaviour.
Tip 1: Keep messages short and clear
Audiences usually view signage while moving, so you have seconds to make an impact. Keep text minimal and stick to one idea per screen.
- Use a headline-style message of 6–8 words
- Avoid long sentences or dense paragraphs
- Highlight the most important detail, such as a discount, event time or direction
For example, a café could display “$10 Lunch Specials. Today Only”, rather than a full menu. The goal is clarity and immediacy. Following these digital signage tips ensures your screens stay easy to read and effective.
Tip 2: Use visuals to capture attention
Humans process images faster than text, so visuals are key to effective signage. Use high-quality photos, short videos or motion graphics to draw the eye. Contrast and colour are also critical for visibility.
On digital advertising screens in busy shopping centres, bold colours and moving images are far more likely to stop passersby than static text.
Always ensure visuals are aligned with your brand identity for consistency. By applying digital signage content ideas that prioritise visual impact, you’ll create displays that feel fresh and exciting.
Tip 3: Tailor content to your audience and location
The most engaging digital signage feels relevant to its audience. Consider who will see the display and what matters most to them.
- In retail, promotions and new arrivals drive action
- In hospitality, menus and event updates keep guests informed
- In corporate environments, internal communications build culture and awareness
Location also matters. A message for commuters at a train station should be concise and high-impact, while a screen in a waiting room can show more detailed content as people have more time to view it. The goal is strong digital signage user engagement through tailored messaging.
Tip 4: Update content regularly
Out-of-date content quickly reduces the credibility of your signage. A screen showing last month’s promotion sends the wrong message. Set a routine for updating content, whether daily, weekly or seasonally.
Examples include:
- Morning and afternoon menu swaps in a café
- Seasonal sales campaigns in retail stores
- Live event schedules in venues
Fresh content ensures audiences keep paying attention and see value in checking your displays. Regular updates are one of the simplest digital signage content best practices you can adopt.
Tip 5: Leverage dynamic and interactive elements
Static content has its place, but dynamic elements can significantly boost engagement. Use live feeds such as weather, news or social media updates to keep content fresh and relevant.
Interactive digital signage takes it a step further. In retail, interactive digital displays can guide customers through product ranges. At events, an interactive digital signage display can provide maps or allow guests to check in. These features not only inform but also encourage participation, making the experience memorable.
For businesses ready to take their engagement further, investing in an interactive digital signage solution is one of the most impactful ways to increase digital signage user engagement.
Tip 6: Design for visibility and readability
A well-designed display is easy to read at a glance. Consider viewing distance, screen size and lighting conditions when creating content.
- Choose fonts that are clear and bold
- Ensure text contrasts strongly with the background
- Keep the layout simple with enough white space
For larger spaces such as airports or stadiums, OOH advertising screens must use large fonts and bright colours to remain legible from a distance. Accessibility is also important, so avoid colour combinations that make content hard to read. Clear design will always help you better engage digital signage audiences.
Boost engagement with digital signage solutions from Just Digital Signage
Great content needs the right platform to shine. At Just Digital Signage, we’ve been helping Australian businesses create impactful signage experiences for over 17 years. From LED digital signage that stands out in high-traffic areas, to LCD video walls for maximum impact, we deliver end-to-end support.
Our expertise ensures your signage content isn’t just displayed, but displayed in the most effective way possible. If you’re ready to improve digital signage engagement, brand recall and ROI with smarter strategies, contact us today and explore our full range of digital signage solutions.
