Traditional billboards are no longer the only option for advertising along roadways. Digital signs are now common as well, opening a large number of new possibilities for companies wishing to advertise their products and services. Using the right techniques for digital signage will help ensure a successful advertising campaign.
All Text Should Be Legible
This principle has not changed from traditional billboards. It means getting straight to the point and stating the message you want to communicate very clearly and in large letters. Text should also be in an agreeable font and able to be read against the colors and light of the background. Graphic design professionals are usually best for determining these aspects of a sign because they are trained in using the right fonts, colors and overall designs for different approaches to advertising. Specific to electronic billboards, however, is the amount of time the image is displayed on the screen before it changes. Ensure viewers will have enough time to read the message.
The Meaning Must Be Clear
This is another principle that has always governed the use of billboards and advertising as a whole. The purpose of the advertisement must be crystal clear or else the space is not being used very efficiently. Keeping it short and simple by focusing on only one message is almost always the best approach. If possible, it is always best to test the design of the sign on consumers ahead of time. If they don’t understand the meaning, changes need to be made or the whole endeavor could turn out to be a waste of money.
Consider the Technical Aspects
One key factor that sets electronic billboards apart from traditional billboards is the technological aspects. The technology that goes into making the billboard is just as important as every other design element. This is where electronic billboards truly become an extension of a company’s IT efforts. One key aspect is resolution and pixel pitch. If these are not correct, the sign could look blurry and unprofessional or the colors could not pop as intended. It is important to know what kinds of content look good on which types of billboards and, by extension, the type of billboard you are renting. It will also need to be decided whether the ad material will be cloud-based or on-site.
Change It up Frequently
If you do not change the content on your digital sign fairly often, the sign will start fading into the background for people who see it every day. When starting the process of changing your sign, it is important to consider the scope of the change. You have several options and they can all be effective. For example, you can simply start from scratch. Doing so will catch the eyes of viewers all over again. However, if your current design is working quite well, it is also possible to make small changes such as adding movement, changing an image or redoing the color scheme.
Digital signage has undeniably created many new, creative opportunities for advertisement. Consider what makes this type of advertising unique as well as similar to traditional billboards. Your management, your IT department and your marketing department can then work together seamlessly to create effective digital sign advertisements.
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