Glossary A–ZLetter C
Content
Content is everything shown on a screen: images, videos, text, web pages, data and combinations of these.
In German professional usage, the English word is generally used as a synonym for “Inhalt”.
Content for screens follows different rules from content for websites or print. Viewers walk past, look for only a few seconds and cannot scroll back. Hence the rules: one message per creative, large lettering, little text, clear images, and videos that make sense without sound. A reception screen tends to show a welcome, appointments and directions, a screen on the shop floor offers and prices, a screen in a factory hall the figures for the shift.
The effort rarely lies in the technology but in ongoing upkeep. Before launch, operators should clarify who supplies content, who approves it and how often it changes. A screen that shows the same thing for months stops being noticed. Outdated content, such as an expired promotion, likewise damages trust in everything that follows.