Readable from five metres: seven rules for screen content
A screen is neither a poster nor a website. It is read in passing, often from a distance, never for more than a few seconds. Different rules apply.
1. One message per slide
People walking past take away one thing. Three offers means three slides, not one slide with three columns.
2. Make text big enough
Rule of thumb: the further away people stand, the larger the type. What looks comfortable on a laptop is often too small on a wall-mounted screen. Headlines can easily take up a quarter of the screen height.
3. Contrast before colour
Light text on a dark background or the other way round. Text on busy photos without darkening is hard to read, especially against the light in a shop window.
4. Little text
Ten to fifteen words per slide is a good guide. Anything that needs more belongs on a flyer or a website.
5. Show it long enough
Eight to fifteen seconds per slide. Any shorter and nobody finishes reading; any longer and it looks frozen.
6. Use motion sparingly
A short video or a gentle crossfade draws the eye. Scrolling text, flashing and constantly changing effects are tiring and look cheap.
7. Keep it current
Nothing hurts a screen more than the Christmas offer in February. Give slides an end date and the playlist tidies itself up.
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