Our top tips to get the most out of your scrolling display

With more than 40 years of experience to our name here at Scanlite, we have an unrivalled knowledge of the wide range of benefits that LED scrolling displays can provide for your business. They’re a powerful way to capture attention, convey key messages, and boost visibility – whether they’re mounted outside a retail store, installed at an exhibition stand, or fixed inside a reception area.

Now, while they provide some great benefits right from the off, there are a couple of useful considerations you can make to truly maximise their effectiveness – and that’s exactly where we can help. In that spirit, here are our top tips to help you make the most of your scrolling LED display!

Make your message short and punchy

Scrolling displays are not the place for long-winded explanations. Your audience is often on the move – walking past, driving by, or glancing up while doing something else. That means you’ve only got a few seconds to get your message across. Focus on keeping your text short and snappy. Ideally, aim for phrases that are no more than 3 to 5 words long, wherever possible.

It’s also a good idea to use strong, active words that grab attention, and definitely avoid jargon or overly technical language (unless of course it’s essential for your audience). If you like, it often helps to think of your display as a headline, not a paragraph. If you have more than one message, split them across separate cycles rather than cramming them all into one long scroll. And it probably goes without saying, but we’ll say it anyway: always, always proofread. Typos can stand out more when text is on the move!

Use movement to draw attention

The motion of a scrolling display naturally draws the eye, but you can take it even further by adjusting the speed and direction of your scroll. Too slow, and your audience may lose interest; too fast and they might not catch the full message. To get a good idea of where you need to be, try and strike a balance that matches the environment – busier areas may need slightly slower scroll speeds to help passers-by absorb the message.

You can also experiment with pauses, fades, or entry animations. For example, having the message fade in before scrolling can create a level of polish that makes your display more noticeable. If your software supports it, alternating between left-to-right and right-to-left scrolling can also help reset visual attention. Just be careful not to overcomplicate things; the movement should be supporting your communication, not distracting from it.

Put high-priority content first

People might not stick around to read a long sequence of text, especially if they’re in a hurry. That’s why it’s crucial to front-load your content. Place the most important information – such as offers, dates, or key calls to action – at the very start of your message cycle.

This ensures that even if someone only catches a glimpse of your display, they’ll come away with the essential takeaway. For example, “50% off today only” will make an impact far more quickly than a slow lead-in with brand messaging. It’s also worth considering whether your display enables you to pin a headline or static line of text above the scroll to reinforce important details. Keep it focused, and make every word matter.

Update your content regularly

A static message on a scrolling screen can quickly lose its impact if it’s rarely updated. After all, if people see the same thing every time they walk past, they’ll soon ignore it. For that reason alone, it’s important to refresh your content frequently. Whether it’s highlighting a new promotion, marking a seasonal event, or even just changing the tone or colours, regular updates can keep your display engaging for viewers.

That means it’s best to treat your display like any other marketing channel – part of an evolving strategy, not a one-off install. Try linking your display updates with your campaign calendar or social media content so everything works together cohesively. Keeping things current shows your audience that you’re active and responsive, which helps to build trust and strengthen engagement.

Match your display to its environment

The location of your display has a major influence on how your message should be crafted. For example a screen in a shop window needs larger fonts and strong contrast if you want it to be visible to potential customers from across a street. On the other hand, a scrolling LED screen that’s installed at eye level in a reception area can support slightly more detailed content and subtler design choices.

It’s definitely worth taking a moment to think about lighting conditions too. Outdoor displays need to compete with sunlight, so don’t be afraid to use bolder text – and of course, make sure your screen brightness is calibrated correctly! Indoor displays on the other hand will generally be in dimmer environments, so you can use finer details and more nuanced colours. Make sure to consider how people will be positioned in relation to the screen – standing, seated, driving past in a car or van – and tailor the size, pacing and message length to suit the space. What works in a retail park might not work in a quiet waiting room!

These are just a couple of our top suggestions – you may well have a couple of your own ideas! And of course, if you ever need any more detailed advice, or you’re keen on getting started with your own bespoke scrolling LED sign, don’t hesitate to get in touch! With more than four decades of experience to our name and our very own on-site manufacturing facilities here at Scanlite, we’ve got all the expertise and resources we need to make your vision a reality. To find out more how we can help you, feel free to give us a call today on 01253 302723!