Maslow's Hierarchy of Needs has been used and abused by too many disciplines to count. In fact, I'm guilty of one such infraction back in 2012, when I wrote "5 Tips for Engaging Your Viewers Through Digital Messaging" (which is thankfully still pretty relevant). Since good -- as in useful -- digital signage content design is something that many network managers continue to struggle with, I thought it might be a good idea to once again trot out that tired old pyramid, give it a bit of polish, and once again describe the expectations that compelling content must meet.
Before getting started I need to note that while the content in the image above is all my own, I cribbed the color scheme and dimensions for this graphic from an image I ran across on Twitter. Unfortunately I can't find it again, but if anybody happens to know what it was, please leave a comment below so I can give credit where it's due.
My perspective on digital signage content is that it can generally be thought about in four stages of "completeness." In the first stage, the content attracts. It must be eye catching enough to grab the attention of viewers distracted by other tasks, goals and stimuli. That's true whether the digital signs in question are on a factory floor (where, presumably the viewers would be factory workers who ought to be preoccupied -- namely by their jobs), or a grocery store where distracted shoppers pull coupons on their mobile phones while racing through their weekly shopping list.
Once a viewer's attention has been captured, the content must explain -- it should quickly convey enough information to explain or frame an overall message or position. As we've talked about before, the optimum message length on a digital sign is pretty short -- only about 22 characters, so brevity is essential. And we know that even the order that words appear in (and how many you use) can have a significant effect on how much your viewers will be able to absorb and understand when they're casually glancing at your signs.
As if that wasn't enough, though, we still have two performance tiers left to climb. For example, good digital signage content will not only inform, it will persuade the viewer to broaden his range of thought, change his opinion or take action -- converting them from a mere viewer to an engaged actor. Conversion might be as simple as using breakroom signage content to convince employees to put their empty soda cans in a recycling bin instead of the trash can. Or it might mean trying a new product being promoted on an aisle endcap. The critical moment for conversion is when an otherwise passive viewer decides to take action.
Finally, truly exceptional content will provide value beyond what is expected. It has been 10 years since P&G introduced the concept of the "First Moment of Truth" in consumer product marketing, and the notion that as message producers we should aim to surprise and delight our viewers. That insight is no less true today than it was then, which is why digital signage contnet that can delight an engaged viewer will be better remembered and more frequently acted upon than content that can't reach this final stage. Of course how your digital signage content might delight will be very situation-dependent, but I've seen something as simple as a piece of humorous trivia content on an airport sign bring a bit of much-needed levity to an otherwise tense and uncomfortable situation.
In virtually every case I've run across in the past 15 years, the best performing digital signage networks were those managed by a dedicated team of content professionals who both understood the audience that they were trying to reach, and had some vested interest in making compelling content. This was just as true in cases where we were working with HR and corporate communciations teams as it was when we were working with flagship marketing and advertising agencies and their big retail clients. Thankfully, making compelling digital signage content doesn't need to take a huge budget and a big team of people. It just demands patience, a willingness to test (and make changes), and an understanding that just because a piece of content might attract and engage, it can (and should) still be tweaked to reach those last two tiers of the hierarchy.