Mastering the new visual language of digital signage.

• Author: Braun, Doug
• Position: DIGITAL MARKETING

RETAIL COMMUNICATION HAS a NEW VISUAL LANGUAGE that's being driven by the experiences your customers have when they watch movies, TV and even commercials that use animation, effects and editing made possible by a computer. These visuals tell a story and deliver information in ways that weren't possible even a few years ago.

If yours is one of the hundreds of banks that have incorporated digital signage as part its retail strategy, the media consumption of your customers has created expectations that will determine their willingness to engage with the information on your screens.

It's unrealistic to expect your customers to respond to screen content that's simply a recreation of the paper posters you've replaced. Instead of using your digital display like a poster, think of it as a portal to relevant and helpful information presented dynamically to attract, engage and entertain customers using the techniques and tools of today's visual language.

Accomplishing this is not as hard as you might think. In the past, the motion picture industry used to employ teams of craftsmen and technicians, but now relies on a handful of artists with computers to make their magic. In the same way, a single member of your marketing staff with a good eye and the right software can make your products, promotions and brand come alive. The challenge lies in finding the software package that's best aligned with your staff, their skill set and the time available to create your content.

It may be that your digital signage vendor will suggest a software package. While most system providers include a content management solution with their products, it's less typical for them to offer design and creation capabilities. Evaluate any recommendation carefully. You may find yourself with professional-grade design software that's either not suited for full-motion, video applications or is too complex and time-consuming to learn and work with.

The goal should be to find a design package that's user-friendly...