Digital signs have transformed the way we advertise. These interactive boards allow you to connect with your customers and hold their attention like never before. 

However, in this digital age where people have the attention span of a goldfish, creating a memorable digital sign is quite a challenge.

If you want to truly leverage the power of digital signage and create campaigns that don’t just look attractive but engage your customers, you need to blend a bit of art with the technology. Having certain graphic design skills can work wonders in elevating your board to new heights.

But what skills do you need? That’s what this article is all about!

From typography to animation and branding, let’s look at some of the core skills that every digital signage content creator needs. We have also included a few practical tips that will help in your journey to create memorable digital signs. 

Top graphic design skills for digital signage content creation

Creating engaging digital sign content involves more than whipping up some creative copy. As a graphic designer for digital signs, you must possess some designing skills that will help make the content pop.

Here are some of those skills you should start honing if you want to succeed as a digital signage graphic designer: 

1. Typography

It is a skill that any good digital signage graphic designer should be competent in. Typography is much more than font selection; it is the art of selecting typeface, size, space, and colour to enhance your message and make it stand out.

You must remember that the intended viewers will often have a fleeting moment to catch a glimpse of your board. It goes without saying that clarity and attractiveness are essential in this respect.

When selecting the font for your message, ensure it suits the brand personality, evokes emotions, and connects to the audience. Similarly, you should enhance the text size so that it is readable at different distances.

Another aspect of typography you must master is spacing in terms of lines and letters. 

You won’t believe how much of a difference spacing makes in the readability of your content. Using proper spacing lets you guide your viewer’s eye through the content logically and seamlessly.

Colour choice in typography is equally essential. The right colour will enhance contrast, grab attention, and contribute to the overall aesthetic of your signage. 

It can also be used to highlight critical information or create a hierarchy of information, making the content visually pleasing and easy to navigate.

When you master these aspects of typography, you will create a piece of content that your viewers see and, more importantly, remember.

2. Colour theory

Another crucial skill you must add to your repertoire as a graphic designer for digital signs is the impact of colours on the perception of messages. Colour is one of the most powerful tools when creating content.

Applying the colour theory will transform your digital signs from mere displays to compelling narratives that will capture your audience. 

It is a scientific fact that colours evoke emotional responses. For instance, blue and green hues create a sense of calm and trust, while red and orange will energise and alert your audiences. 

When you pick just the right colour palette, you can subtly influence your viewer's emotional response to the digital signage.

You also learn to use colour to aid your viewers to hone in on the message. Using contrasting colours will draw your viewer’s attention to the essential parts of your message. 

This is a big deal when competing for eyeballs in a popular space like a mall.

Moreover, the colours of your signs help keep your branding consistent and increase brand recognition and legitimacy. 

By adopting the appropriate colour theory, digital signage graphic designers could make their content visually appealing, emotionally powerful, and relevant to the brand.

One of the best ways to improve at this is by practising with programs like Photoshop and Illustrator in the Adobe Creative Suite. These programs have powerful colour palettes and colour management systems. 

By experimenting with colour schemes, altering hues and saturations, and utilising blending modes, you can learn how to use colours effectively in your design.

3. Proficiency in graphic designing software

Ask an experienced graphic designer what tools they use most, and Photoshop (Adobe Creative Suite), Illustrator, and InDesign will be number one. Mastering these platforms will enable you to design, modify, and revamp graphic elements for digital signs.

For example, Adobe Photoshop is an important tool for image manipulation and improvement. It enables graphic designers to form stunning images, change colour balance, as well as apply several effects to make your digital advertising noticeable. 

Photoshop is a convenient tool used to smoothly merge pictures, add textures, and generate original designs to reflect your imaginative ideas.

On the contrary, Illustrator is an essential tool for vector graphics design. The scaling of designs is necessary for digital signage because it guarantees the same quality at any screen size or resolution. 

Typography, logo creation, and icon design are vital aspects of developing comprehensible visual messages and, therefore, crucial features of the tool.

In terms of layout design, InDesign allows a graphic designer to put together text, images, and graphics in a structured and beautiful way. 

This is especially helpful for creating layouts with numerous elements that need to be balanced to make digital signs informative and interesting simultaneously.

These devices together form a complete digital signs suite for graphic designers. Learning how to use these programs will help you create an aesthetically appealing and functionally effective design that will be on message.

Your expertise in these makes digital signs attractive and ensures they draw and hold the attention of your viewers.

4. Animation and motion graphic design skills

Animation and motion graphics are significant factors that can elevate your content from boring and static to interactive and engaging. Mastering these skills will enable you to captivate your audiences and retain their attention.

As you might have already perceived, creating engaging motion graphics is crucial for digital signage. When your digital sign has refined animation and graphics, it can encourage customers to take action better.

Static images are less effective than animated content in telling a story, guiding viewers in an ordered sequence, and highlighting important information entertainingly. 

For example, moving parts in a promotional video involving an offer or an important announcement will make it noticeable and more impactful.

Furthermore, successful motion graphics add to the viewer’s experience by giving them a feeling of depth and interaction. 

This is extremely important, especially in high-traffic areas where one has to capture the attention of the passersby who are always on the go. 

Your moving visuals will stick in people’s minds longer because the initial look at it will eventually turn into an unforgettable experience.

Animation also gives room to creative storytelling, allowing graphic designers to build stories that really capture the audience’s attention.

The storytelling factor is very helpful in creating brand identity and loyalty since it allows for unique and fascinating communication about the brand’s values and messaging.

You improve the quality and effectiveness of your work by incorporating animation and motion graphics as part of your skill set.

The communication skills you learn result in an appealing and attractive display that remains with your viewers longer than a static ad.

5. Image editing skills

One of the core graphic design skills you must have if you want to become a graphic designer for digital signs is image editing. Proficiency in this skill will allow you to transform ordinary images into extraordinary pieces of digital art that capture attention and communicate effectively.

Image editing can be crucial in the digital signs industry, where visuals are so important. 

Doing this includes restoring colours, boosting brightness and sharpness, and editing photos to make them vivid on big screens. 

These improvements are vital in developing graphics that are visible under different light conditions and spaces, common problems associated with a digital signage environment.

Additionally, with the help of quality image editing, a graphic designer has the possibility to reuse the original pictures in an unconventional manner, thereby prolonging their effectiveness. 

It may include something as simple as editing away undesired objects from a picture or combining several separate pictures into an impressive composition that narrates a story.

In addition, such capabilities are particularly useful if you are working with limited resources or trying to fit into certain branding guidelines. Image editing is also effective in establishing uniformity for multiple materials.

Digital sign graphic designers need to have image editing skills so that they have high-quality images that are unique and meet their intended purpose. It will enable you to develop digital sign content that sticks in people's minds.

6. Layout and composition

Always remember the cardinal rule of digital signboard adverts- the graphics must be consistent and convey a compelling story. It is easy to ignore the layout and composition in lieu of attractive animations and graphics, especially for budding designers.

One of the best ways to achieve coherence in your graphics is the optimal utilisation of layout and space. The last thing you want your composition to look like is a hot mess of visuals put together at the last minute.

The placement, equilibrium, and distribution of all the elements should be on point so that they work harmoniously. Carefully consider texts, images, and graphics before you decide on their placement in the final piece.

The other significant feature of the design of your digital signboard ad is the way you use space, especially the space between the elements. 

Highlighting certain pieces of information in proper spacing will help to separate them from the rest and ensure a proper visual hierarchy. It will give any image you create one focal point that will draw the viewer’s attention.

By developing this important skill and understanding its significance, you will realise that your signs are becoming attractive and attention-catching for the target audience. 

Just like any other skill, practice is the key. So, continue exploring various spacing and arrangement styles until you feel comfortable with them!

7. Storytelling and narrative development

Graphic designers for digital signs should be storytellers and narrative developers in order to create captivating boards. Presenting information is not everything; it requires a unique ability to weave stories to keep people interested. 

Emotive storytelling for digital signs is the key that strengthens the link between the audience and the material so it stays with them longer.  

Storytelling entails putting together diverse design aspects, including images, colour, typeface, and movement, all to tell a tale touching one’s emotions. 

The story should be conveyed through the content, considering its meaning and emotions, which give depth and context to the entire visual impression. 

An example of such a case is a promotional digital sign that tells a story about a product and not only shows a product.

The approach converts your digital sign from a mere advertisement to an interactive experience. It gives the storyteller in you an opportunity to develop a tale that is as unique visually as it is in the narrative. 

In other words, in a world overloaded with content, it is a skill that will make your board stand out.

8. A working knowledge of digital signage tech

Without a doubt, you must have an idea of how digital signage technology works. As you will be working with digital signboards, you should know about different formats, resolutions, software operations, and so on.

Why is it important to know this? Well, let’s take an example to illustrate this point.

The content you design for the high-resolution LED screen will not translate if you use it on an interactive touchscreen kiosk. 

If you have not thought this point through, you might end up with content that is totally useless on the chosen signboard.

Additionally, ensure you are conversant with the software for developing signage. 

There are content management systems that are responsible for scheduling, publishing, and distributing content. 

Mastering these tools will make it possible to ensure that the digital signage content is relevant, up-to-date, and engaging for the audience.

Do you feel that complex technology isn't your best suit? Luna Screens is here to save the day. You don’t need any technical skills to operate the Luna Screens interface. 

Our cloud-based system allows you to create, update and schedule your ads from anywhere easily. 

Get started today and see what Luna Screens can do for you!

Effective tips to improve your skills for creating better digital signage content

The digital sign design approach relies on art, digital marketing, and technology to be productive. Even with the required skills, graphic designers must keep certain things in mind to take their designs to the next level.

Here are some ideas that can get your message through in a better way on digital signage: 

Understand your audience

One thing you have to remember always is that your sign is for the audience. You may design a wonderful sign having good animations, nice transitions, etc., but if they fail to connect with the audience, they are meaningless.

A good place to start would be to understand your viewers’ demographics. Ensure your content features contemporary graphics with a hint of pop culture and is fast-paced if you are targeting young people.

The location is also key when designing graphics for a digital signboard. The content that works great in a mall might not work in a farmer’s market.

Clear and concise messaging

It turns out that less is better in digital signage than more. Let’s try to see what we mean by this, taking a practical example.

Say you are strolling on a crowded road, minding your business. You spot a digital sign, but it is filled with words. Chances are, you will look away rather than be drawn in, right? 

Now contrast this ad with a clear-cut sign message that feels like it is addressing you directly.

It is quite apparent which ad is more efficient. When the messaging is direct, to the point, and customised to your target, it sticks with them.

It is all about communicating well; within that split second, a person pays attention to the signage. Stick to short messages that pack a big punch and don’t overfeed your audience.

Employ high-definition pictures and videos.

Think of an example of a memorable ad or billboard that you liked. What made it special? Sometimes, what remains in our minds are the images. The quality of your pictures and videos in digital signage can make or break it.

When your images are high-resolution, they appear more polished and authoritative. People often equate a low-quality image or ad to an inferior product, and you don’t want that.

So, consider spending money on high-quality graphics and videos for your digital signage so that it sticks in people’s minds.

Engaging and dynamic content

A video or an animation is so much more engaging than a static image. While it is still possible to capture the attention of your target audience with still images and text, a video or an animation can increase the effectiveness of your campaign several times.

Using motion graphics or video adds life to your signage, creating an evolving art that is hard to ignore. 

Try to keep the content fresh and entertaining. It is simply about creating visual content out of an otherwise plain message.

Consistent branding

The way you greet your audience through your digital signboard determines whether they will trust you. This familiarity occurs when you consistently brand your digital sign messages. 

You can’t simply slap your company’s name on all the slides and think you are done.

You must come up with a unique visual identity for your brand. Try to be consistent in using particular colours, typefaces, or even images. The constancy creates an impression of belief and brand equity. This consistency should also apply to your voice and style. 

In other words, when people come across your signage, they should instantly associate those signs with your brand as an old friend would.

To learn more about brand consistency, read: Mastering Brand Consistency Across All Digital Touchpoints (Key Considerations).

Interactive elements

Think of outdoor digital billboards that speak to you or a poster you can play with. Digital signs that use interactive elements turn passive viewers into active participants. Adding touch screens, QR codes, and social media links makes your visitors interact with your content.

A good media strategy is not only about sending a message but also about inciting a discussion. 

Such an interaction makes the whole experience more memorable and offers invaluable insights into what your target audience likes and dislikes about your brand.

Test and optimise

A digital sign is not a “do it once and then ignore” type of instrument. It is alive and breathing with your PR activities, playing a pivotal role in your communication strategy.

Much like how a gardener cares for his plants, constant testing and optimising your content will ensure its effectiveness. 

Apply analytics as to why some of your followers stop to check your board out, what draws their attention, and how you can improve. Testing various versions of your content may uncover hidden information about strategies to sharpen your signage to achieve its targets every time.

Regular updates

It is of paramount importance to remain up-to-date in advertising. You should update your digital sign content regularly to ensure it remains fresh and relevant to consumers.

Stale content will not appeal to your audience and may tarnish your brand's image. Keeping things fresh helps you keep your audience informed and interested. 

Updating regularly also shows commitment to new trends and the audience’s interests.

Emphasise emotional connection

Stories and messages that affect people’s emotions attract humans by nature. It can be a sweet story, an interesting fact, or a funny incident that will stick in one’s mind. 

Personalised storytelling elements, relatable scenarios, and inspirational messages are necessary to make your signs attractive. 

The emotional engagement brings out a sense of appeal that will make one remember and act on your content.

Optimise for visibility

Your sign is useless if people are unable to see it on screens. Always make sure you consider the screen's location before designing the display. For instance, if your ad is displayed outside, stick to high-contrast images visible even under direct sunlight.

The placement of your signage must also be strategic such that it can provide maximum visibility but not in a manner that is intrusive to your viewer.

Accessibility

Digital sign accessibility is equivalent to opening the door wide for every visitor, making it easier to get into your shop. Use large readable fonts, provide enough contrasts, and even add captions to your videos. 

When making sure that your content is easy to access, you comply with the standards and show empathy and consideration towards every member of your audience, creating a friendly atmosphere among readers.

Learn and evolve

The digital world is like a flowing stream, always in constant change. Remain curious and continue learning for quality and exciting content. Follow the latest technological developments, designs, and artistic techniques.

Participate in webinars, follow up blog posts, and try out something new. Your digital sign content will always stay as fresh as possible.

You may also like: Top 15 Tips for Engaging Customers Through Interactive Signage. 

Takeaway: Master top graphic design skills to create engaging digital signage content 

Your digital signs can’t be effective unless the content you develop reaches your client at a personal level. You must leverage various aspects of graphic design, like typography, colour theory, and software.

It is worth putting time and effort into acquiring the skills discussed in this post if you truly want to elevate your graphic design projects for digital signs. Thankfully, platforms like Luna Screens are here to simplify your creative process.

With Luna Screens, managing, designing, and scheduling your digital signs is easier. Moreover, you don’t need advanced tech skills to do it either!

Sign up with Luna Screens today to get started!