The Holy Trinity of Digital Signage: Location, Size, and Content
When implementing digital signage in a building’s front-of-house experience, it’s easy to underestimate the importance of screen placement, size, and content design. Yet these three elements—location, size, and content—form the foundation of an effective digital signage strategy.
It’s not just “a TV on a wall.” To truly capture attention and deliver value, signage must be thoughtfully integrated into the space, with content that’s designed for impact.
Strategic Screen Placement: Maximising Engagement
Every office foyer is different—some compact and intimate, others large and open—so identifying the optimal screen location is critical. The goal? Maximise audience engagement by placing screens where people are most likely to dwell.
Ideal locations include:
- Lift lobbies: A captive audience awaits lifts, making this a prime spot for content consumption.
- Seating areas: Waiting zones offer extended viewing time.
- Security gates and entrances: High-traffic, but often low dwell-time, making them less optimal for detailed content.
Viewing angle also matters. A screen facing the audience head-on increases the likelihood of catching their eye, whereas displays positioned parallel to foot traffic tend to be overlooked.
Selecting the Right Screen Size for the Space
Screen size should be proportionate to the space and viewing distance. Larger screens provide a broader viewing cone, which is especially effective in open foyers.
Across ECN’s managed digital signage network, most office buildings opt for screens between 55” and 75”. This size range fits most building lobbies best, considering the points mentioned above to maximise and optimise the screen visibility and placement.
Designing Content That Captures Attention
Digital signage content is typically consumed in seconds. Research shows that messages often need to land within microseconds, so clarity and simplicity are non-negotiable.
To create engaging, on-brand content, follow these key design principles:
- Typography: Use clear, bold fonts that are easy to read at a glance. Avoid ornate or stylised fonts that compromise legibility.
- Colour and Contrast: Ensure high contrast between text and background. Stick to brand colours, but prioritise readability and viewer comfort.
- Concise Messaging: Less is more. Communicate in short, punchy phrases that can be understood instantly.
- Visual Impact: Use high-quality images, videos, and icons to support your message. Visuals often communicate faster and more effectively than words.
The most common pitfall? Trying to say too much. Cluttered designs dilute the message and confuse the viewer.
Partnering with ECN for Expert Content Creation
When your office connects to ECN’s managed digital signage network, our expert designers work with you to deliver purposeful, professionally crafted content. We take the complexity out of digital signage by helping you ensure every element—location, size, and content—is optimised for audience engagement and brand consistency.
Read our last blog article about navigation the digital eco system here.
