Glossary A–ZLetter C
Call to action
A call to action is a clear prompt within a piece of content that tells viewers what to do next, such as “Ask at the counter now” or “Scan the code and book an appointment”.
On screens, the call to action usually appears at the end of a spot or permanently in a corner of the layout. It only works if the requested action is possible on site: the offer is on the shelf, the counter is staffed, the QR code can be scanned from the viewing distance. Good calls to action are short, start with a verb and name exactly one action.
Operators should keep in mind that passers-by have very little time: a call to action that is visible for only three seconds is often missed. Several prompts in one image weaken each other. Whether it works can only be checked if the action is measurable, for example through a dedicated code or a dedicated web address.