Digital Signage Content Guide: File Types, Resolution and Screen Format Explained

Buying the digital signage screen is only half of the job.

The next question is:

What should you actually put on the screen?

Customers sometimes prepare artwork only to discover that it is the wrong orientation, too small, difficult to read or incompatible with their signage system.

Preparing the content correctly from the beginning can save time and help your digital signage look much more professional.

In this guide, we explain common digital signage file types, screen resolutions, aspect ratios and practical content preparation tips so we can avoid this:

1. What Content Can Digital Signage Display?

Most digital signage systems are designed to display common media such as:

• Images

• Videos

• Promotional posters

• Menus

• Announcements

• Tenant directories

• Wayfinding information

• Corporate messages

• Product advertisements

Some systems can also display webpages, dashboards and other online content.

However, supported formats depend on the media player and content management system being used.

Before preparing a large amount of content, it is always worth confirming what your signage system supports.

2. JPG vs PNG: Which Should You Use?

For static digital signage artwork, JPG and PNG are two of the most commonly used formats.

JPG

JPG works well for:

• Photographs

• Promotional posters

• Background images

• Product advertisements

• General marketing artwork

JPG files are usually smaller than PNG files, which can make them easier to upload and manage.

For most photographic digital signage content, JPG is a practical choice.

PNG

PNG is useful when your artwork contains:

• Logos

• Text

• Graphics

• Transparent backgrounds

• Icons

• Sharp design elements

PNG files can preserve graphics and text very cleanly.

They may also support transparency, which can be useful when combining graphical elements.

Which One Should You Choose?

For photographs and normal posters, JPG is usually sufficient.

For artwork containing sharp graphics, logos or transparency, PNG may be more suitable.

Both can work well for digital signage when exported at the correct resolution.

3. What Video Format Should You Use?

For video content, MP4 is one of the most commonly supported formats.

MP4 provides a good balance between video quality and file size and is widely supported by signage media players.

Typical digital signage videos include:

• Product advertisements

• Corporate videos

• Menu animations

• Promotional campaigns

• Event information

• Short branding videos

However, MP4 is a container format and videos can still use different codecs.

This means that two MP4 files may not necessarily behave exactly the same way on every media player.

When preparing important content, test the video on the actual signage system before deployment.

4. Landscape Digital Signage: 16:9

Most standard LCD commercial displays use a 16:9 aspect ratio.

A common Full HD landscape resolution is:

1920 × 1080 pixels

This format is suitable for:

• Corporate presentations

• Promotional videos

• Meeting rooms

• Restaurant menus

• Reception displays

• General advertisements

If your screen is installed horizontally, preparing your artwork at 1920 × 1080 is usually a good starting point for a Full HD display.

Higher-resolution displays may support 4K content, but this does not necessarily mean every project requires 4K artwork.

The appropriate resolution should match the actual signage hardware.

5. Portrait Digital Signage: 9:16

Digital signage is frequently installed vertically.

Portrait displays are particularly useful for:

• Tenant directories

• Advertising posters

• Wayfinding

• Lift lobby signage

• Retail promotions

• Freestanding displays

A common Full HD portrait resolution is:

1080 × 1920 pixels

This is essentially the landscape Full HD resolution rotated vertically.

If you prepare landscape content and display it on a portrait screen, you may end up with empty areas, cropping or stretched artwork.

It is therefore better to prepare dedicated portrait artwork.

6. What Happens If the Content Ratio Is Wrong?

Imagine you prepare a square advertisement and display it on a widescreen 16:9 monitor.

The signage system has several possible choices.

It may:

• Leave empty space around the artwork

• Crop part of the image

• Stretch the image

• Zoom into the content

None of these are ideal if the artwork was not designed for the screen.

The best approach is to create the artwork using the same aspect ratio as the display.

For example:

Landscape screen: 1920 × 1080

Portrait screen: 1080 × 1920

For custom LED displays, the artwork should ideally be prepared according to the actual LED resolution and aspect ratio.

7. Custom LED Displays Need Different Content Sizes

Unlike standard LCD screens, modular LED displays can be built to many different dimensions.

For example, an LED wall may be:

• Extra wide

• Extra tall

• Square

• Banner-shaped

• Customised to fit a particular wall

Because of this, standard 1920 × 1080 artwork may not always fit properly.

Suppose an LED display has a very wide aspect ratio.

Displaying standard 16:9 content may create large unused areas or require the content to be cropped.

For custom LED projects, ask your LED supplier for the actual display resolution before preparing the final artwork.

Your designer can then create content that fits the display correctly.

8. How Large Should Text Be?

One of the most common digital signage mistakes is using text that looks good on a computer monitor but becomes difficult to read once installed.

Remember that viewers may be several metres away from the screen.

Try to:

• Keep headlines large

• Reduce unnecessary text

• Use strong contrast

• Avoid complicated fonts

• Keep the message simple

• Prioritise important information

Digital signage is generally not the best place for long paragraphs.

People often look at the screen for only a few seconds.

The main message should be understandable quickly.

9. How Long Should Each Slide Stay on Screen?

For simple promotional slides, around 5 to 10 seconds can be a useful starting point.

However, there is no universal timing.

The correct duration depends on how much information the viewer needs to read.

A poster containing:

50% OFF TODAY

may only need a few seconds.

A tenant directory containing 30 company names may need to remain visible much longer.

The simplest rule is:

Give viewers enough time to comfortably understand the information.

Avoid changing slides so quickly that visitors cannot finish reading them.

10. Should You Use PowerPoint?

PowerPoint is convenient for creating content, but it is not universally supported as a native digital signage format.

Some signage systems may support presentation files, while others do not.

A more reliable approach is often to export your PowerPoint slides as:

• JPG images

• PNG images

• MP4 video

You can then upload the exported files into your signage system.

This also helps maintain the layout and fonts without relying on PowerPoint being installed on the media player.

11. USB Content vs Cloud CMS Content

The way your signage content is prepared also depends on how it will be updated.

USB

USB updating can work well when:

• There is only one screen

• Content rarely changes

• Someone can physically access the screen

The content is copied onto a USB drive and transferred to the display or media player.

Cloud CMS

For multiple displays or frequently changing content, a cloud-based CMS can be more convenient.

Authorised users may be able to:

• Upload content remotely

• Schedule campaigns

• Manage playlists

• Control multiple screens

• Update content without visiting the display

The exact features depend on the CMS being used.

12. Digital Signage Content Checklist

Before uploading your final content, check the following:

File Type

Use a format supported by your signage system.

Common examples include:

Images: JPG / PNG

Video: MP4

Orientation

Confirm whether your screen is:

Landscape: 16:9

or

Portrait: 9:16

Resolution

For Full HD displays:

Landscape: 1920 × 1080

Portrait: 1080 × 1920

For custom LED displays, confirm the actual LED resolution.

Readability

Check:

• Font size

• Contrast

• Amount of text

• Viewing distance

Image Quality

Avoid using small images and enlarging them significantly.

Low-resolution images can appear blurry or pixelated on larger screens.

Slide Duration

Give viewers enough time to understand each message.

Test Before Deployment

Whenever possible, test the finished content on the actual screen.

Something that looks perfect on a laptop may appear different on a large commercial display.

Good Digital Signage Starts With Good Content

A high-quality display cannot fix poorly prepared content.

The screen size, resolution, orientation and content format should work together.

Preparing the artwork correctly helps your digital signage look cleaner, makes information easier to understand and reduces problems during installation or content deployment.

Before creating your next digital signage campaign, confirm:

Screen orientation → Resolution → Content format → Viewing distance → Update method

Getting these basics right can make a significant difference.

Need Help With Digital Signage in Singapore?

DS Visual provides digital signage, commercial displays, LED displays and content management solutions for businesses in Singapore.

If you are unsure about the correct content size or format for your display, share your screen model or display specifications with us.

For new projects, you can also send us:

• Installation location

• Screen size

• Portrait or landscape requirement

• Type of content

• Number of displays

• Preferred content updating method

From there, we can recommend a suitable digital signage setup.

Contact DS Visual to discuss your digital signage requirements.