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Digital Signage Template Design Guide — Creating Stunning Content Without a Designer

· R52 Digital Signage Alliance · 3 min read

Professional digital signage template designs displayed on screens

Design Principles Behind Great Digital Signage

The Alliance’s 800+ templates are built on a small set of design principles. Understanding these principles lets you customise templates intelligently — knowing why something is designed the way it is, so you can change it without breaking what makes it work.

Principle 1: Hierarchy

Every good design has a clear hierarchy: one element that the eye goes to first, a secondary element that provides supporting information, and a tertiary element for detail.

In digital signage, this usually means:

  1. Primary: A bold headline or striking image (1–5 words, maximum visual weight)
  2. Secondary: A supporting sentence or key detail (10–15 words)
  3. Tertiary: A call to action or logo (small, bottom of the screen)

When you’re editing a template, resist the temptation to make everything equally prominent. If everything is big and bold, nothing stands out.

Principle 2: Contrast

High contrast = readable from a distance. Low contrast = invisible to anyone not standing directly in front of the screen.

The 4.5:1 rule: The minimum contrast ratio between text and background for accessibility is 4.5:1 (measured as the ratio of luminance values). Black on white is 21:1 (excellent). White on medium grey is approximately 4.6:1 (barely sufficient). White on light grey is below 4.5:1 (fails).

Testing your contrast: The Alliance editor highlights text with insufficient contrast. Fix it before publishing.

Practical guide:

  • White text on a dark colour: usually fine. Test any background lighter than a medium shade.
  • Dark text on a light background: always works
  • Coloured text on a coloured background: test carefully — orange on red fails; orange on dark navy works

Principle 3: Breathing Room (White Space)

Amateur designs fill every pixel with content. Professional designs use white space generously.

White space (also called negative space) is the empty area around and between elements. It:

  • Gives each element room to breathe and be absorbed
  • Makes content feel premium (more white space = more luxury)
  • Reduces visual noise and cognitive load

When editing a template, resist adding more content to empty areas. If a template has white space, it’s intentional.

Principle 4: Typography

Use maximum two typefaces. One for headlines (often bold, impactful), one for body text (clear, readable). The Alliance templates use the system font stack by default, ensuring consistent rendering across all device types.

Minimum 36pt for body text viewed from 2+ metres. This is non-negotiable. Smaller text is not read; it’s ignored.

Headline text 60–120pt depending on length. A 3-word headline can be 120pt. A 7-word headline should be closer to 60pt.

Line spacing should be 140–160% of the type size for body text. Tightly packed text is hard to scan quickly.

Principle 5: Colour

The 60-30-10 rule: 60% dominant colour (usually background), 30% secondary colour (usually text or large graphic elements), 10% accent colour (CTA button, highlight, attention element).

Brand colours: If your brand has specified colours, use them. If not, choose colours that reflect your environment (a gym might use energetic oranges and blacks; a spa uses muted earth tones and soft whites).

Don’t use more than 3 colours. Each additional colour adds visual complexity and reduces impact.

Customising Alliance Templates

What to change:

  • Text (the words, not the size or weight — keep the template’s sizing)
  • Images (replace stock photography with your own or relevant stock images)
  • Colours (replace template colours with your brand’s palette)
  • Logo (add your logo in the designated logo position)

What to leave alone:

  • Font sizes (they’re sized for the viewing distance the template was designed for)
  • Layout proportions (the template’s layout is tested; arbitrary changes break it)
  • Animation timing (the pacing is calibrated; speeding everything up creates anxiety)

A/B Testing Your Content

The Alliance’s scheduling allows A/B testing. Create two versions of a content item — one with a blue call-to-action button, one with an orange button, for example — and schedule them on alternating days. Compare conversion data from your POS or booking system to identify which performs better.

The best designers in the world run tests. Data beats instinct for content performance.

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