Ask the Board – October 8, 2018 | JONATHAN DODGE


“What are some guiding principles for content prepared for close-up viewing versus long-distance?”

With countless media options and delivery channels, content is delivered in various shapes, sizes and frequency.  As a result, the way we consume content has changed significantly. There are many things to consider when designing and preparing content for different viewing distances.

Here are three simple questions to ask when considering your approach to the appropriate content on the appropriate channels:  

What’s the purpose?

When considering the purpose, distance and estimated dwell times play a significant role in how the message needs to be positioned.  If the purpose is to serve movie times and pricing, a close proximity menu board in a ticketing line can afford multiple listings and various pricing options. The objective, in this case, would be to serve up all of the options, whereas a digital board from a further distance would likely need to serve limited content to draw a customer into the theater.

How is the content being consumed?-

You may have a well-crafted message, but if it’s being displayed on a billboard that people only have a few seconds to glance at on their way to and from -work, it may lose a lot if its effectiveness because people don’t have the time or attention for it. However, if you have this same display formatted for the digital signage in your store or office building, it becomes far more effective because 1) You have their attention, 2) They have the capacity to understand clearly what they are consuming, and 3) They have the time to consume it.

However, if your aim is to simply remind someone about your product and your brand presence, there is a great value to seeing a simple message connected that is seen day in and day out on that same trip to and from work mentioned earlier. Same commute, but very different approaches.

How does it all connect?

Now that you have considered both the purpose and how it is being consumed, you start to get a better idea of how it all connects. For instance, a catchy, simple display on a billboard may be used to drive people into your store or office, where another piece of content (specifically made to follow up on the billboard message) is there to greet them. 

It all connects. When done well, content designed in various ways and with different approaches can develop a branded environment in which your audience becomes immersed. Your viewer is no longer simply just viewing your content but experiencing it in a way that has been carefully engineered. 


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