| | MARCH 201919CIOReviewDigital signage has revolutionized the way businesses communicate with a range of key audiences. At its best, it can dazzle the eye and engage the mind with important and entertaining content. But to make that happen, businesses are increasingly recognizing the essential role played by good design strategy.Good design gives companies an edge in effectively communicating with both internal and external audiences that they can't get any other way. It's the underutilized tool­the secret weapon--for creating dynamic experiences that successfully speak to viewers.Visually sophisticated audiencesMobile and web interface design has raised the bar for all digital communications, and effective digital signage must offer design that competes for attention. A central challenge is to create dynamic digital experiences that speak to visually sophisticated viewers, including executives, VIP visitors and shareholders.To be effective, companies must have visuals as compelling on a giant media wall as they are on a single elevator screen. Design for these spots has to appeal to different attention spans: easily processed at a glance, but also compelling for more extensive viewing. As key elements of dashboards, alerts need to prominent but balanced, and the call-to-action needs to be simple and powerful.By Jonathan Alger, Managing Partner, C&G PartnersDESIGN STRATEGY: THE SECRET WEAPON FOR EFFECTIVE DIGITAL SIGNAGEGood design gives companies an edge in effectively communicating with both internal and external audiences that they can't get any other way Jonathan Alger
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