Content is King

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• Content is King
• Is content really that important?

• Scott Werlein
• Creative Director
• Spinitar

• Jeff Porter
• EVP of Experts Group
• Scala

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Corporate Capabilities

• Founded in 1986
• Leading Systems Integrator in California
• Headquartered in Los Angeles
• Specializing in
• Audiovisual Systems Integration
• Visual Products
• Integrated IT Services
• Digital Signage
• Managed Services

• Outsourcing Services
• Streaming Media
• Presentation Products
• Support Services

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• Is Content Really That Important?

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Is Content Really That Important?

• If you think its expensive to hire a
  professional
• to do the job, wait until you hire an amateur.

• Red Adair

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Is Content Really That Important?

• Quality content for DS networks brings value
• To business
• To users
• Conveys Corporate values
• Convey longevity
• Strength
• Design is the glue that brings these things
  together.

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Is Content Really That Important?

• Can you spot good design?

• Good Design or Poor Design?

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Is Content Really That Important?

• Can you spot good design?

• Good Design or Poor Design?

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Is Content Really That Important?

• But isnt content subjective?

• Always understand what the clients idea of
  good content is
• What is the clients idea of poor content
• It is human nature for us to easily point out
  what we dont like
• Educate the client by explaining why their
  design looks a certain way
• Above all have a reason for why a design looks
  that way it does

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• Digital Signage Design Basics

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Digital Signage Design Basics

• Digital Signage is not TV. Think of is as a
  billboard or movie poster
• There are 5 basic principles of design
• Color
• Contrast
• Typography
• Layout
• Motion and timing

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Digital Signage Design Basics

• Color

• Monochromatic
• Color Scheme

• Analogous
• Color Scheme

• Complementary
• Color Scheme

• Split Complementary
• Color Scheme

• Triadic
• Color Scheme

• Tetradic
• Color Scheme

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Digital Signage Design Basics

• Color

• Analogous color scheme

• Complementary color scheme

• Additional Resource
• www.color-wheel-pro.com

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Digital Signage Design Basics

• Contrast

• Source Clear Channel

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Digital Signage Design Basics

• Typography

Dont forget. Its all about readability

• Serif Font

• Sans-serif Font

• Dont use multiple font faces
• Dont use all caps
• Dont stack lines of text. Keep it short and
  sweet
• Dont abuse colored text
• Dont skew text
• Use sans-serif fonts whenever possible
• Always make you text big enough

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Digital Signage Design Basics

• Layout

• Always tell a story
• Use imagery to help tell that story
• Emulate the clients brand and vision
• Use negative space
• Dont use too much text
• Dont throw a PowerPoint presentation on the
  screen

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Digital Signage Design Basics

• Motion and Timing

• Always focus the attention to the product or the
  brand
• Make sure that the duration of the content
  coincides with the dwell time of the viewer
• Only use enough motion to attract attention
• Allow for the viewer to read and comprehend the
  message
• Digital Signage is not the medium for you to
  become the next Spielberg

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Is Content Really That Important?

• Simplicity is the ultimate sophistication.

• Leonardo Di Vinci

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• Deployment Considerations

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Deployment ContentConsiderations

• Content should be produced considering these
  important points
• Client Goal What is the client trying to
  achieve (brand, uplift, employee communication,
  corporate culture, decrease perceived wait time.
• Display Placement
• Dwell Time
• Traffic Flow
• Loop Length
• Frequency of updates
• Should it be interactive or have audio?

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Deployment Technical Considerations

• Content is King and Network is Queen
• Get IT involved up front
• Your team must speak the language and openly
  communicate
• Some software requires you have certain ports
  open on the router
• Understand the clients corporate computer build
  and policies
• Bandwidth considerations for content
  distribution
• Just how secure is the content
• Graphic standards
• Video standards
• Know what formats your software supports

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• Content Pricing

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Content Pricing

• As a general rule, content is 15 to 20 percent of
  the overall deployment cost of a project.
• Manage client content expectations vs. budget

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• Spinitars Digital Signage Philosophy

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Spinitars Digital SignagePhilosophy

• Begin with content
• Be Mindful of the clients resistance
• Needs analysis
• Push the client for project ownership
• Match software to clients needs and ability
• Develop a content strategy
• Sell the solution not the hardware
• Support, support, support

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Do It Yourself or Partner?

• Do It Yourself

• Develop a core in-house team of top tier creative
  professionals
• Develop relationships with the job placement
  department for creative universities and clearly
  define the type of talent you are scouting for
• Develop an in-house mentoring program between
  your experienced core team and entry level
  designers
• Know each team members creative strengths and
  weaknesses, then match each projects creative
  team accordingly for balance
• Become involved with creative industry
  associations

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Do It Yourself or Partner?

• Partnering

• Spend time with potential partner
• Visit the company
• View deployments
• Speak with references
• Clearly understand their pricing model

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• Questions?

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• LOS ANGELES SAN FRANCISCO SACRAMENTO
  SAN DIEGO