video content on screens

Designing with Motion: Using Video & Motion Graphics in Digital Signage

Rich Archer, Creative Lead
July 13, 2022

Is your digital signage content primarily static images and text content? Consider integrating some motion graphics and video to grab attention and engage viewers. Over the last few decades, attention spans have dropped, and research estimates it to be about 8 seconds. They are many distractions, but social media has played a significant role. Motion graphics and video provide a way to grab more of a viewer's limited attention. This is evident when considering the popularity of TikTok Videos, Instagram Reels, and more. However, using motion graphics and videos on other mediums like digital signage can help garner more attention.

Motion Graphics

Research has found motion graphics increase conversion by an average of 80%. They drive engagement, traffic, and sales. A motion graphic is a design element that has been animated and is computer generated. Generally, they are significantly cheaper to produce than a live-action video which requires a crew. This makes motion graphics a cost-effective and visually appealing way to explain an idea while adding some movement and action to your screen designs. Popular examples include animated logos, graphical elements, infographics, and text.

With motion graphics, it is easy to change the design without redoing an entire video. For example, on a digital donor wall, use motion graphics to highlight new donors or reaching a desired fundraising level. Alternatively, on an employee information screen, use motion graphics to draw attention to a new company policy or important news.

Videos

Statistics indicate that viewers retain 95% of a message when watching it in video versus 10% when reading it in text. While Forrester researcher Dr. James McQuivey estimates that one minute of video equals 1.8 million words. With those statistics, it is impossible to argue video isn't valuable!

When integrating video into your digital signage, here are a few things to consider:

Background Video

Background video on your digital signage provides a way to grab attention, enhance the experience, and ensure your message is seen. The subtle movement will better catch your viewer's eyes than a static image. For example, in a hospital setting, it could be a calming and soothing motion incorporated into the background of the digital screen design to help patients and visitors de-stress. While in a stadium, some flashes or more dynamic movements may help build excitement. Use background video to explain a product and show it in use, while the main content highlights features and benefits.

Ensure your video background reflects your corporate branding and doesn't overpower the rest of your screen design. They shouldn't distract and should always compliment the other information you share on-screen. On your digital signage, set video backgrounds to loop continuously or change as the screen's other content changes.

Transparent Videos

Making parts of your video transparent provides a way to overlay video onto your design and allow messaging and branding to shine through (literally!). For example, you can add a video to your donor wall and make it partially transparent to allow the background design and names to shine through.

In other situations, by adding transparency, you can add an icon or graphic to part of the screen to highlight important information you want people to see. For example, an airport may wish to sell advertising space on their flight display screens with partial screen takeovers, making parts of the video announcement transparent. Using transparency in videos allows them to announce an upcoming event or holiday without impacting the travelers' ability to view flight information.

Using video helps intrigue views and capture attention. It creates a visual impact and helps encourage audience engagement.