Northern Group digital displays Information design + animation

As part of the Northern Group brand development they also required information design for digital screens. These would cover two essential roles. Internal digital screens would be required to provide key information for the team with regard to the current status of properties within their portfolio. External-facing digital screens would convey details of available properties to the general public.

Trusted digital agency HiFi, were brought onboard again to ensure complete control of both systems was integrated through the single backend CMS that controlled the new Northern Group website. Like the site, the displays were connected to the same database system to ensure that all data was simultaneously synced and up to date across all three platforms.

For the internal digital screens, extensive user testing was conducted to ensure the information design was quick and easy to comprehend. It was also essential to strike a perfect balance between volume of information and legibility at a distance. The brand colour palette also played a key role, with the use of calm pastels to separate content without the risk of glare or peripheral distraction.

Similar testing was conducted for the external-facing, digital screens. Once again, use of brand colour was key. The use of black backgrounds proved problematic since the increased reflections of the surrounding environment impaired legibility of smaller copy, so backgrounds were switched to white. To create visual impact and user engagement, the use of animated content was employed, with particular attention to detail on timing, to maintain the balance between comprehension of key information and engagement fatigue.