Does your digital content generate interest or is it rather bland for the reader? An Intel study showed that digital content gets 400 percent more views than static panel content. But not all digital content is created equally. There are a myriad of digital communication strategies, and as technology advances, so do the content options. Less than a decade ago, content was mainly in the form of static images with little or no animation and usually of low quality. Advanced LED technology has enabled the use of stunning transitions and animation. With these new advances, content is engaging, interactive, vibrant and can even be an art form.

Content and its context are important for attracting attention and conveying information. Here are some general rules of thumb that can help you design your effective digital communications:

Objectives

The aim of the content guide is to suggest a strategy and encourage interaction. Establishing a goal is the first step in designing content, as this will help guide the flow and direction of information transfer.

Audience

A very important part of digital content design is determining the target audience. The content must captivate the intended audience or it will lose its charm. Certain target groups, such as children or visually impaired people, need a different type of communication strategy and design layout.

Keeping the viewer’s attention

Most research has figured that marketers have eight seconds or less to capture a customer’s attention. If we want to engage the customer in such a short amount of time, it’s important that the message is best visually displayed and interpreted in the first eight seconds.

Contrast

Use as many colour contrasts as possible to achieve the best possible readability of the text. The contrast between the foreground and background is most important, especially for good legibility from any distance. If the coloured text is on a light background, such contrast is not very desirable; the optimum contrast should be white text on a dark coloured background. This greatly assists the reader and ensures that the type is legible from a greater distance.

Scripture versus imagery

Just as colour contrast attracts attention and optimises readability, the simplicity of the typeface allows readers to adapt to the animations more quickly and understand the message more easily. Serif fonts are considered the easiest typeface for us to read. When possible, use images instead of text. If some points can be visually represented through images or icons, then don’t be afraid to use them. Your audience will get the message immediately. Icons can be generic or specific to your brand.

Animations and transitions

Transitioning between messages can signal to viewers that something new is about to appear on the screen. Transitions between messages give the brain a break to “recharge” and prepare it to absorb more information. It’s also great as the transitional movement is more easily picked up by the viewer’s eye.

Arrangement of content

Organize content in a logical way and optimize the layout. In any case, the text should be still, while the images can move. Consider having the digital menu with individual items in the same place as the pricing item, for better readability. However, in other parts of the screen/menu you can use different food images that will change and draw attention with different menus.

In general, digital communication can only drive sales and increase viewer interaction if it is designed correctly. A vague message can have a negative impact on the customer, which can affect their interest. Conversely, clear and targeted content can be very effective and increase interest. Eclipse Digital conducted a study and found that average sales increase by 3 to 5 percent when digital communication with the customer is leveraged. The average profit margin is 2.5 to 3 percent per transaction. Likewise, 29.5 percent of customers think digital communications influenced their purchase.