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Digital signage placement

placement

The locations to place your digital signage display may seem like a no-brainer when you decide to deploy your next digital signage application. They can be positioned on bare walls, immediately by the front door, or in the midst of the waiting area. However, positioning digital signage is more complicated than you might imagine. The location of an immersive digital signage project may make or break it, even if it has eye-catching imagery and an interesting message.

With an 83 percent recall rate, digital signage is one of the most effective tools for increasing foot traffic, increasing brand awareness, and interacting with employees. However, simply purchasing and installing digital signage displays throughout your business does not guarantee success. Instead, it is important to consider the best locations for signage placement in order to ensure that it attracts your target audience and maximizes return of investment.

When choosing the ideal site for your next digital signage installation, here are the key factors to consider.

1. The nature of the digital signage content

When deciding where to place your digital signage screens, it is essential to ascertain who your audience is and the type of content you want to show to them. For instance, if your target audience are students in a school, busy hallways with a lot of foot traffic are ideal locations for digital signage. However, when you’re disseminating information around the office, placing a display in the entranceway will certainly catch the attention of everyone who walks in and exits the premise.

Furthermore, when displaying interactive content, ensure to place your display at a location where onlookers can easily stop, wait and assimilate the content. Placing your display at an appropriate height is also important in this case. 

If the goal of your digital signage content is to attract new customers into your store or office, you can maximize visibility by placing the display at spots where they can be seen from outside the store. For example, placing your display screens at your display window or entrance will make it more accessible to passers-by and could attract more foot traffic into your store. 

Begin by defining your goals and envisioning how you want your content being perceived and interaced. Then, select a location that connects  placement of your signage display to the goals you’ve drafted out for your signage.

2. Find high-traffic areas

crowd

While you decide on your next digital signage placement, it is a good idea to walk around your space to determine the best locations. Learn about your floor plan and prioritize high-traffic areas. 

While you do this, consider the following: 

  • What are people doing? Do they frequently move around or do they usually wait for long periods of time in these areas?
  • Where are people going to stop? Is there a common area where people tend to converge?
  • Is there anything in your space that could obstruct the visibility of a display, such as pillars, staircases, or barrier walls?

Using this template, you will confirm the locations where people tend to spend more time, and that might be an ideal location for your display. 

3. Screen time

As you consider the best possible locations for your signage display, it is vital to determine the average time your audience will spend within the viewing range of the signage screen. This will help you tailor your content as you can target your content to fit in the length of time in which an average viewer can easily consume the information. When displaying interactive content, you’d definitely want your audience to get ahold of the entire message your brand is passing across. Therefore, finding out the average screen time of your viewers will help you curtail your content to suit the audience. 

4. Viewing height

Undoubtedly, displaying a 10-foot-tall interactive signage will, regrettably, fail to serve its intended purpose. Therefore, it is crucial to consider the height at which you install your display in order to ensure that it is easily seen and used. As a rule of thumb, you should place your screen within an average person’s line of sight, usually around 60 degrees above and 75 degrees below eye level. In contrast, if the display is placed significantly higher than eye level, the window of engagement will low because it restricts the viewer’s field of view as they get closer to the wall. 

Generally speaking, it is ideal to place your display at eye level because this is where it will be most frequently viewed and used. While “eye-height” might vary depending on the height of your audience, you can utilize this information to mount your displays appropriately by making a reasonable estimation of the viewers’ average height.

5. Distance from the viewers to the screen

distance

Making sure that your content is entirely visible by the audience is also as vital as setting up digital signages in the first place. Therefore, it is essential for you to calculate the average distance between the screen and the intended audience. This will help you adjust your content and make sure that the text and graphics are bold, colorful and clear enough to be seen from a considerable distance.

The amount of time that your audience spends viewing your content will depend on a number of factors, which includes text size, typefaces, colors, and contrast. So, it is necessary that these factors align with the average viewable distance between the screen and the audience to ensure maximum interaction with the display content. 

6. Consider your surroundings

Consider the fact that the success of your digital signage might be heavily impacted by your surroundings. Imagine you’re deploying digital signage in a store and nesting your display between apparel racks. Your display has a low probability of being noticed, and even if it is, it is unlikely to capture viewers’ interest for very long.

Placing your display in an area with less distracting visuals is likely to guarantee optimal success. When picking the ideal location for your digital signs, keep in mind that too many objects vying for your audience’s attention will easily overwhelm them.

What next?

As a retail brand, innovative signage placement may both captivate your current consumers and go above and beyond to lure more foot traffic bringing customers to your store. However, following the procedures on this article will certainly nudge you towards making the right decision when finding the best locations for your digital signage display. 

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