Did you know that repositioning your digital signage can boost customer engagement by 33% (UC San Diego). And when it comes to any digital signage strategy and installation, choosing the location and positioning for placing signage is an integral part of the plan.

So, is there a specific location that’s guaranteed to gain eyeballs? Or do you need to vary your approach based on content, industry, screen type, and other variables? If so, what’s the best positioning for your industry and business type?

What to consider when positioning digital signage screens

As you might have noticed, there’s no specific placement that works for all digital displays. Instead, you need to consider everything from your content to what your viewers will be doing when they pass your screen.

Whether your sign is free-standing, wall mounted or ceiling mounted, there are several key things to take into consideration for the most impact.

Ensuring your screens are visible is obviously the absolute first factor to consider with any signage installation plan. After all, you want your target audience to be able to see the message you're conveying. This can mean:

Is your screen subject to sunlight/glare or low light conditions?

Are your signs in obscure or hidden locations, for example in an alcove or behind a post?

Take the layout of your building into consideration and check the visibility of your signage from different areas. Do a distance test and see how visible your screen content might be from various positions to ensure maximum visibility.

Content is also a big element when positioning your screens. Is your content design to attract attention or more customers? Or is it conveying important information to a workplace?

Also, think about other content factors like motion graphics and visually appealing images. If your content has the latter, your screen might get a lot of dwell time in high traffic areas. But we find that plain text usually requires an audience that can stop and pay attention for a few seconds.

Finally, contextual relevance is very important. Tailor the content and placement to the specific context. So for example, you'll need to display menu boards near food service areas or product promotions near relevant merchandise.

Read more: How to update digital signage content.

If using digital signage for promotional content, for example in a retail store or on a busy street, there are ways to position your signs strategically. After all, you want to catch their eye as they pass, and ensure that people see your content for seconds, you convey maximum impact in that time.

Areas of high foot traffic could include:

Foyers, receptions and other public areas

Now, while we're talking about passing traffic, this can also apply to car traffic too. If you can also factor in your signage to passing car or public transport traffic, all the better.

Read more: How to use footfall data in digital signage.

Dwell time is the amount of time people spend looking at your screen. Higher dwell time equals a greater chance that your audience will either absorb your message, or take action, if this is the end goal.

An example of this is in a checkout queue. A display explaining that they can get 10% off if they sign up for your loyalty card could result in higher sign-ups, or even impulse purchases if you're highlighting a specific upsell.

You may see similar benefits in areas such as waiting rooms, foyers and receptions and public areas.

You already understand the demographics and behaviors of your audience. So, you know what kind of content they're looking for and what will appeal to them.

Tailor your message to appeal to visitors or customers, and make sure to create content that is timely, relevant and actionable.

For example, in a hotel foyer, you might have a sign explaining that guests can get 15% off spa treatments. Or, signage in a school or university might highlight an upcoming trip or challenge that students could sign up for with a clear deadline displayed.

Screens that let the audience interact with them tend to draw people in, and you can use this to your advantage. Think about user accessibility and comfort when choosing their placement, and ensure there is enough space for users to engage without causing congestion. You also want to place signs in areas where people can comfortably interact with them.

Some of the interactive features you could incorporate into your digital signage include:

Displaying social posts and encouraging people to engage.

Interactive touch screens that let users browse products and navigate content.

AR elements that can overlay virtual information onto real world objects.

Top tip: Find amazing ideas for interactive walls here

After choosing a location for your digital signage, we often recommend viewing it in person and stepping into your target audience's shoes. Check it out from different angles, both coming and going to really get a full view. Doing this will help you identify glare or reflections from other light sources that can affect visibility or readability of the content.

It’s also a good idea to look around for competing elements such as other signs or navigational distractions (such as the fact that it's a dangerous junction). These could be other, larger signs or focal points that just draw attention. Be sure to position screens where they stand out without being overwhelmed by other elements.

In November of 2023, some attendees at the ApeFest NFT event in Hong Kong experienced temporary blindness and skin irritation caused by the venue's "unique" lighting effects. Investigators reported that the equipment was faulty and that led to physical harm of attendees (The Guardian).

Most digital signage screens are safe for viewing so you're unlikely to run into this problem. Still, you want to double check every piece of equipment, especially if it’s rented from a sign company, just to be safe. It’s also a good idea to check local regulations and guidelines on digital signage placement, especially if you're in a public or commercial space.

While seeking out sign placement, Think about the ease of access for installation, maintenance, and updates. Choose locations that are practical for servicing the screens without disrupting their functionality or the environment.

Top locations for digital signage based on industry

Based on these factors, you probably already have a few ideas for your digital signage. But say you’re in the retail industry, your placements will definitely differ from businesses in entertainment; for one thing theirs will be outdoor signs while you'd need to invest in indoor signage. 

So let’s go over different locations for placing your digital signage, depending on your industry.

If your business is in retail, you want to think about factors like target audience flow and product focus – place screens that talk about promotional products where people are likely to see it. You may also consider space utilization and relevance to the shopping experience.

Best practices for effective signage include:

Entrances and storefront windows to attract passersby.

Near product displays or promotions to influence purchasing decisions.

Point of sale displays to promote additional products or services

An enhanced business sign with your branding and promotional content.

Learn more: How to use digital signage for window displays.

Businesses in hospitality often have to focus on the guest experience, and so digital signage content and placement should play towards this goal. Things to think about include making the screens easily accessible, integrating with existing services, and even offering language options for an international clientele. 

Lobby or entrance areas to greet guests and provide information about amenities.

Near concierge desks or reception areas for wayfinding assistance.

In dining areas to display menus, specials, or entertainment schedules.

Read more: How smart hotels use digital technology.

Healthcare providers need to prioritize patient safety, wellbeing and comfort, and the digital signage strategy often has to follow suit. Screens should be easily accessible to patients and staff, communicate helpful information, improve staff efficiency, but also respect patient privacy.

Some of the best places for digital sign installation include:

Waiting rooms and reception areas to provide health-related information or promote services.

Near registration desks for queue management and appointment reminders.

In patient rooms or corridors for educational content or relaxation purposes.

Read more: how digital signage can support health care workers

Education (schools, colleges, universities)

Information accessibility and engagement are two huge priorities with schools and colleges. From sharing information on events and programs to quickly dispersing security alerts, education digital signage has a lot of benefits and responsibility.

Some of the best places to put screens include:

Common areas such as cafeterias, libraries, or student lounges for announcements and event promotions.

Hallways, corridors, and busy intersections for wayfinding assistance and campus maps.

Classroom entrances for displaying schedules, assignments, or upcoming events.

In a corporate setting, office digital signage serves a more functional purpose. On one hand, it needs to engage employees and provide useful information. This can serve as a method of employee engagement as well as a way for deskless workers to access information.

Additionally, it can be used as a mixture of bulletin boards, welcome boards and even wayfinding. This offers a mixture of business information that welcomes guests and complements the aesthetics and function of a location.

Lobby or reception areas for welcoming visitors and displaying company information.

Near meeting rooms for scheduling updates, room reservations, and conference details.

Employee break rooms or common areas for internal communications and updates.

Offices and meeting rooms to display functional information such as software dashboards.

In work spaces for team members to see key data at-a-glance.

Transportation (airports, train stations, bus terminals)

Transportation digital signage needs to be prominent and visible from a distance, since it will serve people who might be looking for key information rapidly.

This means maximizing visibility within a location, with large screens which are viewable from a distance.

The most common sign placement ideas for transport hubs are:

Terminal entrances and ticketing areas for directional signage and service updates.

Correct placement of digital signage is an important part of getting the right message and results. What is the right location for signage and how to plan it?

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