<?xml version="1.0" encoding="utf-8"?>
<rss version="2.0" xmlns:dc="http://purl.org/dc/elements/1.1/" xmlns:atom="http://www.w3.org/2005/Atom">
	<channel>
		<title>Digital Signage Design: The Art and Science of What's Effective</title>
		<description>Discuss Digital Signage Design: The Art and Science of What's Effective</description>
		<link>https://www.wirespring.com/30-legacy-blog-digital-signage-insider/733-digital-signage-design-the-art-and-science-of-what-s-effective</link>
		<lastBuildDate>Fri, 03 Apr 2026 23:42:14 +0000</lastBuildDate>
		<generator>JComments</generator>
		<atom:link href="https://www.wirespring.com/component/jcomments/feed/com_content/733" rel="self" type="application/rss+xml" />
		<item>
			<title>Fred Dobbs says:</title>
			<link>https://www.wirespring.com/30-legacy-blog-digital-signage-insider/733-digital-signage-design-the-art-and-science-of-what-s-effective#comment-1054</link>
			<description><![CDATA[Digital Signge is an over broad term and this leads to a bit of confusion re. Discussions of content. Contextually, sight lines, ie how high the display is placed relative to the ceiling and furniture and fixtures will have significant impact on the viewing interval - 20 seconds is typical \- for a display in the upper third of the vertical axis of a room/space for most retail environs. Content in that case better be informational and brief. Creativity in that case should be focused on rapidly assimilated clarity. An extended time of veiwing has been sucessfully in retail at 7-11 by adding directional audio (Panphonics) in that case, which extended the viewing to 45 seconds and increased sales of featured items up to 200% . Placement at standing eye level allows interactivity that can significantly impact customer/viewed inter activity - eg Bose displays, Four Winds Hotel way finding and information displays. Sight lines, time of viewing and audio are only three elements, but are generally not carefully considered. Analysis of eye movement, gender, age and race identified action is interesting, but significantly altering behavior, ie increased sales, better traffic flow, etc. are the only real stats. There is much more of course, but to sum up with edited comments from the advertising masters, keep it obvious, keep it in the context of the environment, and the deliver emotional tone that is harmonious with the response desired.]]></description>
			<dc:creator>Fred Dobbs</dc:creator>
			<pubDate>Thu, 06 Jun 2013 21:43:12 +0000</pubDate>
			<guid>https://www.wirespring.com/30-legacy-blog-digital-signage-insider/733-digital-signage-design-the-art-and-science-of-what-s-effective#comment-1054</guid>
		</item>
		<item>
			<title>I-5 Design says:</title>
			<link>https://www.wirespring.com/30-legacy-blog-digital-signage-insider/733-digital-signage-design-the-art-and-science-of-what-s-effective#comment-1053</link>
			<description><![CDATA[Digital signage can be tricky to design. We have had success with digital signage - to see more examples of high impact signage visit our site.]]></description>
			<dc:creator>I-5 Design</dc:creator>
			<pubDate>Wed, 19 Jan 2011 18:50:54 +0000</pubDate>
			<guid>https://www.wirespring.com/30-legacy-blog-digital-signage-insider/733-digital-signage-design-the-art-and-science-of-what-s-effective#comment-1053</guid>
		</item>
		<item>
			<title>Imam Bolaji says:</title>
			<link>https://www.wirespring.com/30-legacy-blog-digital-signage-insider/733-digital-signage-design-the-art-and-science-of-what-s-effective#comment-1052</link>
			<description><![CDATA[This is a very good article. Also I appreciate the questioned asked by Keith. In one of Bill's articles, he had a statement that it looked like relevance is the new king. relevance is born because of subject which in our case is the content. Content is still the king.
Back to the above article and the $1,000,000
question by Keith. Believe it or not when you enter a store and you know what the store is all about, you will immediately know if a content is relevant or not. Some contents lack the power to carry the viewers or the audience along. In the end, it should be all about relationship. Content that is not communicating is not building relationship, and if that's not happening, in my own humble opinion, we are moving no where.
I'm still new in the industry, 4-5 years of experience. I listen to learn and I read to see. Thanks to everyone. Thanks Bill.]]></description>
			<dc:creator>Imam Bolaji</dc:creator>
			<pubDate>Tue, 01 Sep 2009 21:42:11 +0000</pubDate>
			<guid>https://www.wirespring.com/30-legacy-blog-digital-signage-insider/733-digital-signage-design-the-art-and-science-of-what-s-effective#comment-1052</guid>
		</item>
		<item>
			<title>Bill Gerba says:</title>
			<link>https://www.wirespring.com/30-legacy-blog-digital-signage-insider/733-digital-signage-design-the-art-and-science-of-what-s-effective#comment-1051</link>
			<description><![CDATA[Hi Keith:
You just asked the $64,000 question! I could proffer a couple of guesses, but none are complete.
For example, as Manolo noted there are a lot of "gimmicky" types of content out there like Twitter and Facebook feeds. Sometimes these provide a valuable and unique function (like showing a real-time thought stream during an event). Other times, though, they're just a way to fill up screen time inexpensively, and perhaps be 'web 2.0 compliant.'
There are also a lot of people who are simply budget constrained, and the best they can do is get a local art student to whip up a couple of stills. Obviously, the quality here is dramatically impacted by the vision of the artist and the understanding of the network operator, so their mileage varies quite a bit, even from spot to spot.
Next are the people who think that content simply doesn't matter. Thankfully there are fewer and fewer of these folks with each passing year, but they're still out there for sure, and they're still responsible for a very large number of screens on the net.
Finally there are people who simply aren't educated about what makes for good content, and my feeling is that this is the largest group by far. As I've noted before, you don't have to have the most amazing artistic abilities to produce good digital signage content. You just have to have some design skill (I won't lie and say you can get away without any), and more importantly, follow a procedure that will help you avoid the common pitfalls and misunderstandings about digital signage as its own unique medium.
Thanks for the great question!]]></description>
			<dc:creator>Bill Gerba</dc:creator>
			<pubDate>Tue, 01 Sep 2009 15:55:32 +0000</pubDate>
			<guid>https://www.wirespring.com/30-legacy-blog-digital-signage-insider/733-digital-signage-design-the-art-and-science-of-what-s-effective#comment-1051</guid>
		</item>
		<item>
			<title>Keith says:</title>
			<link>https://www.wirespring.com/30-legacy-blog-digital-signage-insider/733-digital-signage-design-the-art-and-science-of-what-s-effective#comment-1050</link>
			<description><![CDATA[So here is the question - WHY do we think that the quality of content in general is so poorly thought out and designed?]]></description>
			<dc:creator>Keith</dc:creator>
			<pubDate>Tue, 01 Sep 2009 09:32:39 +0000</pubDate>
			<guid>https://www.wirespring.com/30-legacy-blog-digital-signage-insider/733-digital-signage-design-the-art-and-science-of-what-s-effective#comment-1050</guid>
		</item>
		<item>
			<title>manolo almagro says:</title>
			<link>https://www.wirespring.com/30-legacy-blog-digital-signage-insider/733-digital-signage-design-the-art-and-science-of-what-s-effective#comment-1049</link>
			<description><![CDATA[right on mr. gerba! move over and save some room on the bandwagon for me, current DS campaigns are either gimmicks, gags (twitter on a sign?) or afterthoughts- most often a moderately edited video, flash animation or tiny remnant of budget that the agency dubbed for DOOH use. There's much to be desired as it relates to what viewers (customers/consumers) really care about. Campaigns have to be holistic, vs. a silo'd creative execution for DOOH. All customer touchpoints with the brand must to be addressed and work to support each other. But there is hope as other nascent marketing sciences grow on the horizon- Neuromarketing, augmented reality are just a few to consider.]]></description>
			<dc:creator>manolo almagro</dc:creator>
			<pubDate>Mon, 31 Aug 2009 00:42:41 +0000</pubDate>
			<guid>https://www.wirespring.com/30-legacy-blog-digital-signage-insider/733-digital-signage-design-the-art-and-science-of-what-s-effective#comment-1049</guid>
		</item>
		<item>
			<title>Tony Kvenvold says:</title>
			<link>https://www.wirespring.com/30-legacy-blog-digital-signage-insider/733-digital-signage-design-the-art-and-science-of-what-s-effective#comment-1048</link>
			<description><![CDATA[I know of only one person that has consistantly designed digital ads that worked.
He helped Clear Channel with digital ads on Taxi's in Boston. He now has his own set up called Splendor Artisan. If anyone is interested I can put you in contact with him.
Insight-Design.us]]></description>
			<dc:creator>Tony Kvenvold</dc:creator>
			<pubDate>Sat, 29 Aug 2009 00:33:12 +0000</pubDate>
			<guid>https://www.wirespring.com/30-legacy-blog-digital-signage-insider/733-digital-signage-design-the-art-and-science-of-what-s-effective#comment-1048</guid>
		</item>
		<item>
			<title>Bill Gerba says:</title>
			<link>https://www.wirespring.com/30-legacy-blog-digital-signage-insider/733-digital-signage-design-the-art-and-science-of-what-s-effective#comment-1047</link>
			<description><![CDATA[You see? Right there? That's the difference between Laura Davis-Taylor and Dave Haynes in a nutshell ;)
In all seriousness, content is a big problem, and you and I, as people who live and breathe this industry, know it. However, as we grow and welcome new folks into our ranks, I feel like the only way to make any progress is to keep saying the same things over and over, so that they continually take it up.]]></description>
			<dc:creator>Bill Gerba</dc:creator>
			<pubDate>Thu, 27 Aug 2009 19:57:24 +0000</pubDate>
			<guid>https://www.wirespring.com/30-legacy-blog-digital-signage-insider/733-digital-signage-design-the-art-and-science-of-what-s-effective#comment-1047</guid>
		</item>
		<item>
			<title>Dave Haynes says:</title>
			<link>https://www.wirespring.com/30-legacy-blog-digital-signage-insider/733-digital-signage-design-the-art-and-science-of-what-s-effective#comment-1046</link>
			<description><![CDATA[Interesting, but I am still not clear from this ruthless diatribe whether or not Wirespring's software supports PowerPoint slides???]]></description>
			<dc:creator>Dave Haynes</dc:creator>
			<pubDate>Thu, 27 Aug 2009 19:08:44 +0000</pubDate>
			<guid>https://www.wirespring.com/30-legacy-blog-digital-signage-insider/733-digital-signage-design-the-art-and-science-of-what-s-effective#comment-1046</guid>
		</item>
		<item>
			<title>Laura Davis-Taylor says:</title>
			<link>https://www.wirespring.com/30-legacy-blog-digital-signage-insider/733-digital-signage-design-the-art-and-science-of-what-s-effective#comment-1045</link>
			<description><![CDATA[God love 'ya Bill...I wish everyone would read and re-read this blog post over and over again. Why, why, why are we still creating content that has no chance of actually been truly "read" and understood in these stores? Why???!!! I'm sure that there are many reasons (most financially-based) but it's incredibly frustrating. Keep up the good fight and we'll keep supporting you in it! :)
Laura]]></description>
			<dc:creator>Laura Davis-Taylor</dc:creator>
			<pubDate>Thu, 27 Aug 2009 17:36:02 +0000</pubDate>
			<guid>https://www.wirespring.com/30-legacy-blog-digital-signage-insider/733-digital-signage-design-the-art-and-science-of-what-s-effective#comment-1045</guid>
		</item>
	</channel>
</rss>
