Best Practices
Effective digital signage begins with clear, accessible and visually compelling content. These best practices will help ensure your assets meet university standards and successfully engage your audience.
Content Strategy
Digital signs should not be treated like a print ad. Viewers typically spend only 10–15 seconds reading digital content, so keep your messages concise and impactful. Prioritize legibility and ensure all content is free from spelling or grammatical errors.
Every asset should include a clear call to action, such as a QR code paired with a short, memorable URL that directs viewers to additional information. It is recommended to use a customized TX.AG link. All content should follow Texas A&M University’s editorial style guide.
When using video, captions or embedded subtitles are required to meet digital accessibility standards.
Readability
Effective signage communicates its message at a glance. A good rule of thumb is the 3×5 rule: use either three lines of five words or five lines of three words. Total word count should not exceed 30 to 40 words per asset.
Keep text focused and avoid information overload. Direct viewers to more detailed content using a QR code paired with a brief URL. For consistency, follow AP style.
Fonts and Text
When designing digital signage, use large, sans-serif fonts that are optimized for screen readability. Headlines should use Oswald at a minimum size of 28 points to ensure strong visibility from a distance. Body copy should use Work Sans at a minimum size of 20 points to maintain clear legibility. These two fonts, Oswald for headlines and Open Sans for body text, are the university’s standard typefaces for digital signage.
Other suitable options include Open Sans for headlines, and Arial, Helvetica, Geneva, or Verdana for body text. These fonts are also screen-friendly and provide strong readability across a variety of display sizes. Avoid serif fonts and decorative typefaces, especially those embedded in images, because they reduce clarity. Also avoid thin, ornate, or overly light fonts, as they can make text harder to read and may not meet accessibility standards.
Color Contrast
Maintaining strong contrast between text and background is essential for legibility. The most effective combinations are light-colored text on dark backgrounds or dark text on light backgrounds. Overly bright colors should be avoided, as they can cause eye strain. To ensure accessibility, the contrast ratio between text and background should be three or higher. You can evaluate this using tools such as the WebAIM contrast checker.
Solid red backgrounds are reserved exclusively for emergency messages and should never be used for general signage.
Asset Sizing and Templates
All digital signage assets should follow the official Texas A&M signage templates, which include designated spacing for the header and footer. These areas are reserved for consistent university branding.
Do not place text or visuals in the header/footer zones. Use the main body space to present your message, and ensure content fits within the safe margins to avoid being cropped on various screens.
Using templates helps preserve readability and brand consistency across all campus screens.
Use of Images
Visuals should remain clean and simple. Images or graphics must support the text and not overwhelm it. Complex or cluttered backgrounds should be avoided, as they can interfere with the readability of your message. To fit most digital displays, all images should adhere to a 16:9 aspect ratio for landscape screens or a 9:16 ratio for portrait screens.
Logos and Branding
Always include the appropriate unit identity mark when designing signage assets. Do not create custom logos; only use approved university marks found in the Marketing and Communications Brand Toolbox. This ensures consistent branding across campus.
Avoiding Cognitive Blindness
Cognitive blindness occurs when viewers no longer notice content because it has been improperly designed, overused, poorly placed or left on digital screens for extended periods. When messages remain static for too long, especially in high-traffic areas, audiences begin to overlook them entirely. To maintain attention and effectiveness, refresh digital signage content regularly. Avoid using the same visuals, layouts or messaging for extended durations. Rotating assets frequently ensures that content stays engaging, visible and impactful.