When implementing your digital signage campaign, the design and messaging can make or break your ROI. Given that design is not my area of expertise, I went to Menuat’s lead designer, Emily Charette, for insight. Emily is a former Turner-Duckworth designer whose portfolio includes high-profile clients such as The Coca-Cola Company, Dolby Digital, and Metallica.
When starting a new project, what it the first step in the design process?
During the first design consultation, we gather as much information about the business as possible to determine the target market. Then we discuss the specific message the client would like to convey. Then, with that information, our designers are able to craft the best message to reach the target market. This is the fun part! But there’s some technical aspects too. It’s important that the message is clear, on target, and includes some kind of call to action. Without the call to action, the audience may become more informed about the business, but they aren’t directed toward making a purchasing decision.
After you have completed the messaging, how do you make that message visual?
First, we choose some supporting imagery. Choosing the right images can be difficult because as a designer, you are taking a message and converting it into visual cues that will convey that message. Its really important that the images are simple, high quality photos that will support the text. One of the great things about designing for digital signage is that you can rotate images while keeping the text static. That way, you can use different images that appeal to different segments of the target market. Imagery, color, fonts, and layout all combine to create the overall visual message.
When do the message and supporting images come together?
Once we’ve learned about the target market and the client’s message, we combine them in the layout. Its really important that the layout is logical, legible, and consistent the business’ branding. Contrast is used to increase legibility. Type sizing is affected by how much we have to convey on the boards, as well as how far away the viewers will be standing the board.
Arguably the most important element to creating the design for digital signage is making sure that it is in line with your current branding.
Customers don’t necessarily visit an establishment for their product or service. Yes- that’s a huge part of it, but its the overall experience that keeps customers coming back. Your customer’s experience begins with the first time they view your marketing materials (website, advertisements, a customer referral etc).
Any final words of wisdom to the design novices?
Design and messaging are paramount to any campaign – digital or static. Your design and messaging build a bridge between your brand and your target market. With effective design, new clients will run across the bridge and become customers for life.
Emily is the Lead Designer for Menuat and Principal at We Are Charette, a Florida based branding & design agency specializing in natural food products. For more information on Emily, visit WeAreCharette.com or e-mail her at Emily@WeAreCharette.com.