Digital signage is a visual medium, and much of the information you wish to impart can be done with images, icons and videos. These can do a lot of the work, but you're also going to have to use text, and the words we choose not only decide how effective the communication is, but how trustworthy our messaging is perceived to be. It's important that your digital signage message text be accurate.
Yes, we're talking about spelling, punctuation and grammar. And yes, it is important. A study a few years ago showed that people who made fewer mistakes with grammar, spelling and punctuation are seen as more intelligent, more thoughtful and tend to get more promotions at work.
Why accuracy matters
Social media is rife with errors, usually because people are writing quickly on a mobile device, and they post their comment without proofing. That's fine because social media is meant to be conversational and informal. However, as people have gotten more accustomed to seeing these errors, they’ve become more entrenched. After just a few years of online communications, we’re seeing lax grammar and spelling mistakes creep into business writing. That's not good.
In addition to informing people, we use digital signage to increase engagement, but mistakes on screens undermine a communicator’s authority. And the Hawthorne quote sums up a prevalent attitude – that people who are inaccurate are seen as somewhat untrustworthy.
At best, the organization looks careless ("If they don’t care enough to proofread their stuff, why should I care about it?") Or maybe they're just incompetent. At worst, credibility is damaged, or there's a feeling that communicators may be dishonest in some way. None of these are good impressions to make on an audience. They can lead to viewer attrition, and even worse, decreased morale and trust.
The proof(reading) is in the pudding
It's imperative that you proofread everything before publishing to your digital signs. Anyone who has writing experience can tell you that mistakes creep in, especially typos. (No one out there actually thinks that from and form are interchangeable words, or that teh is an alternate spelling of the). These are honest typos and easily spotted. After all, your digital signage messages shouldn’t be too long (15-20 words max), so proofing them won't be too much work. Consider using productivity tools such as Rephraser.ai to increase efficiency and productivity.
Sometimes mistakes happen because the writer thinks one way is the correct way, since that’s what they’ve heard all their life. Just like old wives’ tales, traditional wisdom is not always accurate. This can apply to more than just technical issues. Take the section header above as an example: the actual saying from the 14th century is "The proof of the pudding is in the eating" ("proof" meaning test, so this means you cannot know if something has been done correctly until you try it). But, sometime in the 1920s, it started getting used incorrectly and was rephrased to "The proof is in the pudding" (which actually doesn't make any sense at all, if you think about it).
And then there are actual errors. Sometimes these occur because the person writing the copy isn't sure about a word or grammar, so they just guess. The solution to that is: don't guess. Ask someone, or simply Google it and you'll quickly find guidance.
English is especially prone to problems, since it has lots and lots of homonyms (words with multiple meanings but the same pronunciation – county fair, that isn't fair), homographs (words with multiple meanings but different pronunciations – tear a piece of paper, a tear in the eye), homophones (words that sound the same but have different spellings and meanings – pear, pair), and other headaches. You can use productivity tools such as spell check on Microsoft Word to catch common spelling and grammar mistakes.
Other online productivity tools such as Rephraser.ai can also help you to efficiently edit and improve your signage. Rephraser not only picks up on grammar and spelling mistakes, but it professionalizes your business writing.
No matter which productivity tool you use, the best advice is to have someone who didn’t write the copy proofread it. A fresh eye is always best.