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Thou Shalt Not Lose Focus

• Message-based content must retain focus on the salient points.
• Promote core message to create more impact.
• Don’t mix messages.
• Clear and clean.
• Lots of detail leads to lower recall.
• Reduce outside interference.
• Don’t waste valuable dynamic space on static content.

Thou Shalt Not Misuse the Timeline

• Digital Signage is more flexible and eye-catching because of timeline.
• Don’t be the next Spielberg.
• Remember static posters have worked for decades, their lack of flexibility has not affected their communication.
• Make sure core message is present for more than 90% of the timeline.
• Minimize the chance for a cursory glance to not see core message.

Thou Shalt Not Use Ticking Text

• Tickers are not a good method of communication.
• Out of Home Media is not a passive environment like TV.
• Our audience is rarely sitting still and focused on screens.
• Ticker content can’t be read in one glance.
• Get your message right and you should have no need for ticker effects.
• Tickers have their place: travel information, stock updates & news headlines.

Thou Shalt Employ Movement

• Use motion to capture attention and draw the eye- don’t overdue it.
• The eye is attracted by the onset of motion and changes in luminance.
• Content with movement and changes in luminance are more effective at capturing your audiences’ eye.
• Too much constant binary activity, such as flickering and blinking does not help readability and is more easily filtered by the brain.
• Capture attention with changes, not continuous white noise.

Thou Shalt Not Dismiss Audio

• Audio can be very effective at capturing attention.
• Much harder for audience to filter out audio in a busy environment.
• Capture attention with changes, not continuous white noise.
• Bear in mind the negative effect audio can have on people who have to endure it for long periods.

Thou Shalt Use Relevant Imagery

• Use imagery to support your core message.
• Capitalize and leverage the dollars spent on multi-channel campaigns by using the same style and imagery.
• Support your message.  For example if you want consumers to send a text message, than show a picture of a phone.
• Use consistent and relevant imagery to support your call to action throughout your advertisement campaign.

Honour Thy Fonts and Thy Typography

• Select fonts that are easy to read.
• In short throw viewing environments, words with start with Capital letters followed by lower-case letters can be read faster than all upper case letters.
• Text one inch high can be read from up to 25 feet away.  Maximum impact is attained much closer than 25 feet.
• Consider target screen size and pixel pitch to workout the ideal point size required.
• Different screens and viewing environments require different rendering.

Thou Shalt Engage Thy Audience

• Give people a reason to look.  They’re doing you the favor.
• Content needs to be stimulating.
• Can be entertaining, informative, good looking or humorous and preferably a combination of these.
• Be the innovator for other marketing channels.  Your ad can be so engaging that it can be used on other mediums as well.

Thou Shalt Not Undervalue Contrast

• Ensure there is significant contrast between your core message and the background
• White on yellow does not work, especially in high ambient light environments.
• Consider using drop-shadows or other outline methods where print-based brand guidelines dictate difficult combinations.

Thy Platform is Thy Friend

• Choose content that works best on target platform.
• Avoid formats that are not well supported, they will cause headaches in the long run.

Source: Digital Paper