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Rules of Engagement

The 3×5 Rule

When it comes to best practices for digital signage, less is more. It is important to not overwhelm the audience by providing too much information. This media is meant to quickly portray a succinct message to the viewer. Remember to keep messages uncluttered. Keep the type size large for legibility at a distance, and present only the most important ideas. Of course, informational directories are designed for up-close viewing, and offer more data.

For retail marketing displays, try not to use more than 3 lines of text with 5 words each OR 5 lines of text with 3 words each. Also, avoid using ambiguous terms. For example, if your message runs for 12 days, words such as “tomorrow” or “this weekend” could be confusing.

Display Time
Digital slides are generally displayed for 6-10 seconds at a time. Therefore, the messages on these slides should be designed to be read and absorbed with this timeframe in mind.

Text Styles
Unless you are duplicating a brand or logotype, keep the font simple and legible. Never use more than two font styles in a single message and use italics sparingly, as they can be hard to read from a distance.

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