How to Write a Digital Signage Content Brief (With Template)

A clear digital signage content brief is the difference between a designer producing something you can use on the first pass and three rounds of revision because the dimensions were wrong, the font is not your brand, or the content does not work at a glance from 5 metres away. Most IT and facilities teams skip the brief stage entirely, hand over a rough description, and then wonder why the output does not match what they had in mind. This guide walks through what a good content brief contains and provides a template structure you can use immediately.

Why most digital signage content briefs fail

The most common brief failures are:

• Missing technical specs: The designer produces beautiful artwork at 1920×1080 pixels, but the screen is portrait orientation at 1080×1920. Every element needs rebuilding.
• No viewing distance context: Text that looks great at 72pt on a monitor is unreadable at 10 metres from a 65-inch screen. Without a stated viewing distance, designers default to what looks good on their screen.
• Unclear content update frequency: A static image delivered as a flat JPEG cannot be updated without going back to the designer. A layered template file can be updated by the content owner every week. The brief needs to specify which is required.
• No brand asset attachment: Sending a brief without the logo in vector format, the brand font files, and the correct colour hex codes guarantees off-brand output.
• Missing call-to-action or objective: What should someone who sees this screen do, think, or feel? Without an objective, designers fill the brief with what looks good rather than what works.

The content brief template

Section 1: Screen specifications

Start with the hard technical facts that determine everything else:

• Screen resolution: e.g. 1920×1080 (landscape), 1080×1920 (portrait), 3840×2160 (4K)
• Screen orientation: Landscape or portrait
• Screen size: Diagonal in inches (used for readability context)
• Viewing distance: Minimum, typical, and maximum viewing distance in metres
• Output format required: Static image (JPEG/PNG), video (MP4, H.264), HTML5, or template file for the specific platform (e.g. TDM Signage, ScreenCloud, Yodeck)
• Safe zones: Specify any edges or corners that must remain clear (e.g. platform UI overlays, frame edges)

Section 2: Brand and asset specifications

• Brand guidelines reference (link or attached PDF)
• Primary and secondary brand colours (hex codes required)
• Approved fonts with licence files if custom fonts are used
• Logo files in vector (SVG or EPS) and transparent PNG formats
• Photography style guidance (if photography is to be sourced or created)
• Any brand elements that must appear (logo position, tagline, disclaimer text)
• Any brand elements that must NOT appear (retired logos, old colours, competitor names)

Section 3: Content objective and audience

• What is this screen for? (wayfinding / promotion / safety / information / events)
• Who will see this screen? (employees only / visitors / public / members)
• What should the viewer do, think, or feel? (the objective in one sentence)
• Dwell time: How long does a typical viewer spend in front of this screen? (a lobby screen has 30-60 seconds; a corridor wayfinding sign has 5-10 seconds)
• Glanceability requirement: Can the key message be absorbed in under 3 seconds from the maximum viewing distance?

Section 4: Content requirements

• Headline text (if fixed): exact wording required
• Variable text fields: list each field that will be updated (e.g. event name, date, room number) with maximum character count per field
• Images or video: source (provided, licensed stock, original photography/video) and any restrictions on subjects or settings
• Animation or motion: is motion allowed? What level of animation is appropriate for the environment? (A hospital wayfinding screen has different rules than an entertainment venue)
• Data feeds: if the content pulls live data (schedules, availability, weather), specify the data source and the format in which the data will be provided

Section 5: Update and delivery requirements

• Static vs updateable: Will content be updated? How frequently? Who updates it – a designer, or a non-technical content owner?
• Delivery format: Flat file (JPEG/PNG/MP4) for static content; editable template (platform-native, Adobe XD, Figma, or PowerPoint) for updateable content
• Platform specifics: If delivering a platform-native template (e.g. for TDM Signage’s template editor), specify any platform constraints on fonts, animations, or data source connections
• Deadline: Date required live on screen, not date required from designer (build in review and upload time)
• Approval process: Who signs off content before it goes live? One approver is strongly preferred – approval by committee produces cluttered, compromise content

Section 6: Examples and references

• Two or three examples of signage content you consider excellent (competitors, other industries, or your own best past work)
• Two or three examples of what NOT to produce – content that represents the wrong tone, density, or style
• Any specific design constraints not covered above

Minimum font sizes for viewing distance

Include this reference in any brief where text readability is critical:

Common brief mistakes and how to avoid them

Too much text on screen

The most common signage design error is too much text. A screen is not a poster. Limit headlines to 5-7 words, body text to 2-3 short sentences maximum, and include this constraint explicitly in the brief. If you find yourself wanting to say more on the screen, the problem is usually that the content strategy is wrong – the screen is trying to do too many things at once.

Briefs sent without brand assets

A brief without the logo in vector format is not a complete brief. Attach all brand assets in the first email. Do not expect the designer to find or request them – this creates delays and risks off-brand output.

No version or revision rules

Specify in the brief how many revision rounds are included (two is standard practice) and what constitutes a revision vs a new brief. “Change the layout completely” is a new brief; “change the date in the event field” is a revision.

Bottom line

A digital signage content brief that takes 30 minutes to write saves 2-3 hours of revision cycles and produces significantly better output. Use the template sections above as a checklist, attach all brand assets, and specify the technical requirements before anything else. For related guidance on content strategy, see our article on building a digital signage content strategy and our guide to managing signage without a design team.