Wirespring 2012DSE Contenthowto

ABSOLUTELY EVERYTHING*
You need to know to make great digital ignage !ontent
* (almost)
Copyright 2000-2012 WireSpring Technologies, Inc. All Rights Reserved.
"#at make !ontent great$

Copy writing Visual components Motion & animation Sound Placement & environment
% Se!ret to &ra'ting Great &o()
*+, -ee( it #ort.

No more than 5-6 words per message !-" is #etter$ %ptimal message length is a#out && characters$
Correctness by Word Count

74 72 70 % Correct 68 66 64 62 60 2 3 Word Count 4 5
*/, 0ake it ea ) to read

'e declarative ( it)s o* to lead with a +uestion as long as you also supply an authoritative answer$ 'e grammatically complete and use ,standard- language$
*1, 2a!e Your el'

Put only one idea .two at mo t/ on the screen at a time$ Ma*e sure te0t is on-screen 1or long enough to actually read it$
*3, 2re4&#unk Your 0e age

2hings are easier to remem#er when pre-arranged into groups o1 li*e items .li*e phone num#ers/$ 3se things li*e Re(etition5 Alliteration and the 6Rule o' 17 to encourage viewers to ingest the message as e11iciently as possi#le$
*%, &ra't )our &all4to4A!tion

Should #e on the screen at all times$ 4ctions that can #e ta*en immediately wor* #est$
( Get 556 7899 ( A k a salesperson 1or details
2hin* :oogle ,4d;ords- (style$ ( 4 search 1or ,advertising- yields<

Facebook Advertising
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0ore Ti( 'or )our &all To A!tion

2arget common needs 3se trigger words to gra# attention 2est the =reading level= o1 the te0t 3se action words and #e vivid 3se commands
Video Sam(le *+, Great &o()

Supplied #y< 4mscreen Client< Coca Cola
Video Sam(le */, Great &o()

Supplied #y< 4mscreen Client< Vol*swagon
Vi ual
8ontogra(#) +9+
:on;t u e multi(le 'ont t)(e
( Mi0ing sans and seri1 1onts is very hard to read> Stic* with seri1 1or reada#ility$
:ON;T USE ALL &A2S

( 2he letters #loc* together and ta*e longer to read and decipher
:on;t ta!k line

( 2ry to *eep each message to one line to reduce comprehension time
T#e 0)t# o' 62ower7 &olor

?n practice when 1ocusing on glance media we)ve seen no o<er4ar!#ing relation #i( =etween !olor and !ontent (er'orman!e 2here were speci1ic cases where changing a clip)s color may have altered per1ormance #ut not enough data to #e conclusive Most o1 the time when people thin* they are altering colors they are really altering contrast schemes
&ontra t
4void overlapping areas o1 complementary colors .e$g$ red and green/ 4ny com#ination o1 similar color value .#rightness/ will produce low visi#ility
Re ult , &olor>&ontra t
Correctness by Color
80 75 70 65 60 55 50 Black/White Black/Yellow Blue/White Blue/Yellow Color Schemes Green/White Red/White White/Black
% Correct
Video Sam(le *1, &olor>&ontra t

Supplied #y< @@N Client< A-9leven .Bouse spot/
Sil#ouette
90tremely important 1or discerning #etween moving elements ?t)s the only thing noticea#le a#out elements in a viewer)s periphery
La)out ? &om(o ing a S#ot

Visually separate distinct elements o1 a shot to speed up comprehension
S!ene @ S#ot
Short- and long-1ormat clips ali*e can #e split into scenes and shots<
One 15-sec clip
Two 7-sec scenes
Four 3.5-sec shots

S!ene @ S#ot
9very 1rame or shot should 1unction as a stand-alone ,poster-
Video Sam(le *3, &om(o ition

Supplied #y< 4rtisan Complete Client< Bome Bardware
Video Sam(le *%, &om(o ition

Supplied #y< @@N Client< A-9leven .house spot/
0otion
Sil#ouette @ 0otion
Silhouette should #e used to chec* perception and recognition o1 any comple0 or moving images$
Good
Bad
Getting t#e #ang o' Timing

@on)t let motion inter1ere with reada#ility or comprehension 5 C - ! seconds o1 1ull attention ma0 1or glance media .may #e a #it longer 1or ,captive audience- networ*s/ Deave enough time to read te0t>
&ommon 2it'all wit# Timing

Motion ma*es recognition times s*yroc*et and comprehension rates plummet$ 9very second that te0t is moving on the screen is #asically a second that it can)t #e read$ Nowhere does that #ecome more o#vious than withE
Ti!ker
Moving te0t ta*es anywhere 1rom &-5F0 or more time to recogniGeHcomprehend Scrolling te0t has 5F-&&6 lower recall rate versus ,1ade inH1ade out- delivery ?n-place displays such as 1ade and #last are #etter than motion-#ased displays li*e tic*er 1or rapid identi1ication o1 items
Te ting Your S(ot; Timing

?1 you)re the @9S?:N98< ma*e sure you can read the copy 50 in the allotted time ?1 you)re a 89V?9;98< ma*e sure you can read the copy !0 in the allotted time 9nsure that the te0t can #e read 1rom a non-ideal angle o1 incidence
Aui!k Ti( on 0otion

Motion on the periphery is more su#tle than motion in the middle o1 the 1ield o1 view 2he static elements should #e the most important 1eatures o1 the ad Su#tle motion can visually enhance without reducing recognition or comprehension
M
Video Sam(le *B, 0otion

Supplied #y< 4mscreen Client< Mentos
Video Sam(le *C, 0otion

Supplied #y< 4mscreen Client< 8enault
Sound
T#e % &la e o' Sound

Buman Voice Music Natural Sound Noise Silence
Two Sound A((roa!#e

?nside the store there are two approaches 1or using sound<
( 2a i<e< 9mploying sounds that aim to in1luence shopper #ehavior without their speci1ic *nowledge .e$g$ MuGa* ,tempo programs-/ ( A!ti<e< 3sing sounds to interrupt current shopper #ehaviors with the goal o1 shaping a new #ehavior
"#) )ou #ouldn;t u e it

4nnoying soundscapes have #een shown to reduce shopper dwell time ?1 your sounds compete with those o1 the host venue the venue may decide to disconnect you 9mployee 1atigue may encourage wor*ers to disconnect or otherwise sa#otage your digital signage e+uipment
"#) )ou #ould u e it

,Appropriate, well-designed soundscapes can increase sales in shops by up to 50% in some cases, and between 5 and 10% as a rule.- (
Iulian 2reasure Chairman 2he Sound 4gency
Some rule o' t#um= wit# ound

@on)t rely on sound alone to ma*e your message 3se sound to augment an alreadycompelling visual message Visual messages should always wor* .i$e$ #e comprehensi#le/ without sound Consider closed captioning %NDJ i1 your visual storytelling is con1using
Video Sam(le *D, Sound

Supplied #y< P8N Client< Na#isco
Video Sam(le *E, Sound

Supplied #y< @@N Client< A-9leven .Bouse spot/
En<ironment
T#e :e!om(re ion Fone

2he ,decompression Gone - as Paco 3nderhill descri#es it is a messaging nomans land at the store entrance Dasts 1or 55-&F 1eet inside the store 2hus in general we do not recommend placing digital signs near entryways
2er'orman!e =) Lo!ation
?n a &-story 1urniture store chain *ios*s in the main channel were used 60 as o1ten as those in the landing area<
Kiosk Utilization Rates
1 2 3 +300% +500%
Viewing Angle
%ptimal viewing angle is a 1unction o1<
( Screen & content siGe ( Most common approach vector ( 90isting o#structions
T#e Angle o' Awarene

Moving shoppers *eep a roughly &F degree 7%V in active attention Keep screens within the 7%V range that you e0pect shoppers to see it 1rom
T#e A!ti<e Attention Fone
:i tan!e =etween <iewer and !reen
Verti!al G o' attention Hone o!!u(ied
HoriHontal G o' attention Hone o!!u(ied
Total G o' attention Hone o!!u(ied
5 feet 10 feet 15 feet 20 feet

91.6% 45.8% 30.5% 22.3%
100% 50.5% 33.7% 25.3%
91.6% 23.1% 10.3% 5.8%
SiHing teIt 'or H: !reen

%ptimal te0t siGe depends on screen resolution and desired character height<
:i tan!e K'eetL 0inimal Reada=le TeIt Heig#t Kin!#e L
5M - 5FM 5FM - 5FFM 5FFM - &FFM
5= - &= &= - "= "= - L=
%n a "F- screen with 5!660A6L resolution &- te0t is a#out %9 (iIel tallJ On a 397 +9D9( !reen5 it; a=out +/% (iIel tallJ
I a Bigger S!reen alwa) Better$

% Correct by Attention Occupied by the Message
120 100 % Correct 80 60 40 20 0 0 1 2 3 4 5 % Attention Zone Occupied
:oe Venue Lig#ting A''e!t 2er'orman!e$

Correctness by Brightness
90 80 70 % Correct 60 50 40 30 20 10 0 57 62 66 69 78 85 Avg Brightness
"#at a=out S!reen Orientation$

Correctness by Orientation
73 72 71 70 % Correct 69 68 67 66 65 64 63 Landscape Orientation Portrait
"#at i Vi ual &lutter5 and w#) doe it 0atter$

Correctness by Clutter
90 80 70 % Correct 60 50 40 30 20 10 0 0 15 30 Avg Clutter 40 50 60
So5 w#ere #ould )ou (end )our time$
"#at a=out en<ironmental 'a!tor $
9nvironmental ?tems to 4ct %n
#1 !is"#l cl"tter in
yo"r environ$ent is %A&.
'#y(e those )cle#n store* policies h#ve so$e legs+
#2
The higher the contr#st, the (etter the visi(ility

It,s one o- those )d"h* concepts th#t people still ignore.
#.
/#ndsc#pe, not portr#it.

This one still s"rprises $e.
Shorter $ess#ge 1 higher rec#ll.

We s#2 signi-ic#nt di--erences even 2ithin the con-ines o- the )seven pl"s or $in"s t2o* #3io$.
#0
A little (igger 1 # lot (etter.

5ven 6"int"pling the #$o"nt o- sp#ce th#t # $ess#ge occ"pied h#d little e--ect 2hen it still only too7 "p # s$#ll #$o"nt o- the #ctive #ttention 8one.
#4
4#out the 4uthor

%ill 9er(# is C5: o- WireSpring Technologies, 2hose so-t2#re #nd services po2er tho"s#nds o- digit#l signs, 7ios7s #nd other devices #ro"nd the 2orld, serving co$p#nies li7e ;rocter < 9#$(le, %; #nd W#l$#rt. =e is # $e$(er o- ;:;AI,s digit#l sign#ge technology st#nd#rds #nd #2#rds progr#$s, #nd is # reg"l#r spe#7er #t ind"stry events. %ill #lso #"thors WireSpring,s pop"l#r &igit#l Sign#ge Insiders (log #t wirespring.com/blog
%ill is #l2#ys h#ppy to t#l7 #(o"t ne2 pro>ects, tech trends, #nd (est pr#ctices -or $#7ing gre#t digit#l sign#ge content. =e c#n (e re#ched #t
[email protected] +1 954.548.3300
4#out ;ireSpring
Since 2000, WireSpring h#s provided h#rd2#re, so-t2#re #nd e3pert #dvice -or digit#l sign#ge, 7ios7 #nd $#chine-to-$#chine ?'2'@ pro>ects. /e#rn $ore #(o"t "s #t www.wirespring.com
FireCast Easy tart

!www.simple"igitalsignage.com#
An entry-level prod"ct designed -or co$p#nies $#n#ging -e2er th#n 10 screens.
FireCast Enterprise
!www.wirespring.com/$ro"%cts#
An #dv#nced prod"ct s"ite -or c"sto$ers $#n#ging l#rge n"$(ers o- digit#l signs #nd to"ch screen devices.

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ABSOLUTELY EVERYTHING*

You need to know to make great digital ignage !ontent

"#at make !ontent great$

Copyright 2000-2012 WireSpring Technologies, Inc. All Rights Reserved.

% Se!ret to &ra'ting Great &o()

Copyright 2000-2012 WireSpring Technologies, Inc. All Rights Reserved.

*+, -ee( it #ort.

Copyright 2000-2012 WireSpring Technologies, Inc. All Rights Reserved.

Correctness by Word Count

Copyright 2000-2012 WireSpring Technologies, Inc. All Rights Reserved.

*/, 0ake it ea ) to read

Copyright 2000-2012 WireSpring Technologies, Inc. All Rights Reserved.

*1, 2a!e Your el'

Copyright 2000-2012 WireSpring Technologies, Inc. All Rights Reserved.

*3, 2re4&#unk Your 0e age

Copyright 2000-2012 WireSpring Technologies, Inc. All Rights Reserved.

*%, &ra't )our &all4to4A!tion

2hin* :oogle ,4d;ords- (style$ ( 4 search 1or ,advertising- yields<

Copyright 2000-2012 WireSpring Technologies, Inc. All Rights Reserved.

0ore Ti( 'or )our &all To A!tion

Video Sam(le *+, Great &o()

Copyright 2000-2012 WireSpring Technologies, Inc. All Rights Reserved.

Video Sam(le */, Great &o()

Copyright 2000-2012 WireSpring Technologies, Inc. All Rights Reserved.

Copyright 2000-2012 WireSpring Technologies, Inc. All Rights Reserved.

:ON;T USE ALL &A2S

:on;t ta!k line

T#e 0)t# o' 62ower7 &olor

Copyright 2000-2012 WireSpring Technologies, Inc. All Rights Reserved.

Video Sam(le *1, &olor>&ontra t

Copyright 2000-2012 WireSpring Technologies, Inc. All Rights Reserved.

La)out ? &om(o ing a S#ot

Copyright 2000-2012 WireSpring Technologies, Inc. All Rights Reserved.

Two 7-sec scenes

Four 3.5-sec shots

Copyright 2000-2012 WireSpring Technologies, Inc. All Rights Reserved.

Video Sam(le *3, &om(o ition

Copyright 2000-2012 WireSpring Technologies, Inc. All Rights Reserved.

Video Sam(le *%, &om(o ition

Copyright 2000-2012 WireSpring Technologies, Inc. All Rights Reserved.

Copyright 2000-2012 WireSpring Technologies, Inc. All Rights Reserved.

Getting t#e #ang o' Timing

&ommon 2it'all wit# Timing

Copyright 2000-2012 WireSpring Technologies, Inc. All Rights Reserved.

Te ting Your S(ot; Timing

Copyright 2000-2012 WireSpring Technologies, Inc. All Rights Reserved.

Aui!k Ti( on 0otion

Video Sam(le *B, 0otion

Copyright 2000-2012 WireSpring Technologies, Inc. All Rights Reserved.

Video Sam(le *C, 0otion

Copyright 2000-2012 WireSpring Technologies, Inc. All Rights Reserved.

Copyright 2000-2012 WireSpring Technologies, Inc. All Rights Reserved.

T#e % &la e o' Sound

Two Sound A((roa!#e

"#) )ou #ouldn;t u e it

"#) )ou #ould u e it

Copyright 2000-2012 WireSpring Technologies, Inc. All Rights Reserved.

Some rule o' t#um= wit# ound

Video Sam(le *D, Sound